Attract customers who just don’t buy on deal

A leading better-for-you food company had built a passionate customer base by delivering premium, high-quality proteins with uncompromising sourcing standards. But as growth began to slow and new competitors entered the space, it became clear: the strategy that worked to build the category wouldn’t be the one to unlock its next phase.

Insight

• The early brand positioning was highly functional and transactional—centered on product attributes and convenience.

• At the same time, the acquisition strategy had become increasingly reliant on promotions and discounts, which often worked against the premium nature of the brand.

• To keep growing, the company needed to attract a broader audience—people who weren’t already seeking out sourcing claims and didn’t need a discount to recognize the value.

Shift

• We repositioned the brand to speak to a more emotionally driven customer segment—people who care deeply about what they feed their families, even if they’re not reading every label.

• The new strategy emphasized both emotional connection and real-life practicality: food that’s better for your family, and everyone will actually eat. Messaging, photography, and campaigns evolved to reflect this broader story, making the brand feel warmer, more relevant, and more trusted.

• This wasn’t about abandoning performance marketing or promotions. It was about aligning brand and performance strategy to work harder together so that the right message and the right offer reached the right customer. One who would buy again, not just once on deal.

Result
Double-digit growth in membership and revenue and a stronger foundation for long-term loyalty and sustainable growth.