jody crystal karg | strategist
New Business Pitch for Product Launch and Brand Building Campaign for UN(THINK) Power Flour
The Brief:
Develop a go-to-market communications strategy targeting health-conscious Millennials that will drive top of mind awareness and trial of UN(THINK)™ Power Flour through a 12 month campaign with a $2M total budget
So who's the main character in this story?
UN(THINK)'s first product to hit the market and the main ingredient across its product line: Power Flour
3x the protein
30x the fiber
75% less net carbs
than regular all-purpose flour
It's nutritious, delicious, and good for your gut - truly encompassing UN(THINK)'s promise of No Compromise!
UN(THINK) is competing against well-known wheat flour brands:
- King Arthur
- Gold Medal
- and Bob's Red Mill.
And it's also competing against the alternatives market of:
-
almond flour
-
buckwheat flour
-
chickpea flour
-
banana flour
-
and everything in between.
Despite wheat flours dominating in terms of marketshare...
When it comes to who is leading the conversation, roles are reversed.
Google search analytics show media coverage of almond flour is double that of regular flour, and two of the top five most popular Google searches related to all purpose (AP) flour are "AP Flour Substitute" and "Substitute for AP flour".
And alternatives are owning the headlines, which position them as better than wheat flour.
So how can we introduce UN(THINK) Power Flour and its product line extensions as the best option for health-conscious Millennials, rather than alternatives, while addressing negative perceptions of wheat?
Well, what are health-conscious Millennials thinking?
ONLY
of respondents agreed that foods made from wheat are good for you
Primary Research: Metro Millennials Quantitative Survey April 2023
They cut carbs
and flour out of their diet.
"When I want to limit carbs in my diet, the first thing I cut out is white flour and white bread."
They see alternative flours as a healthier,
better option.
"Almond flour is super healthy. Almond and nuts are good fats. And now if you can incorporate that and replace that with the all-purpose baking flour that you use, that's a healthier option."
They perceive delicious as
unhealthy.
"Anything that tastes good should be unhealthy from what my parents tell me."
Primary Research: Metro Millennials Focus Group April 2023
THE INSIGHT:
Despite the objections from their taste buds, health-conscious Millennials turn to alternatives because they're trapped by their perceptions of wheat and fear of carbs.
Alternative flours capitalized on the fear of carbs - and that's why they were able to hijack the conversation and steal the spotlight. Alternatives now have a halo around them so strong that it can influence Millennial's opinions despite the complaints of their taste buds.
We had to get past the barrier of wheat is evil and alternatives are the solution to tell this story. Because they aren't a solution, they're the compromise.
So... let's reclaim flour and disrupt the disruptors.
Let's position alternative flours as what they really are:
FAKE.
And UN(THINK) has the authority to make this claim because
it is 100% wheat, nutritionally superior, and delicious.
So what's the story we need
to tell?
UN(THINK) Power Flour is better than alternative "flours" because it’s real flour with real nutrition and delicious taste
And what's the best way to tell this story to convince health-conscious Millennials that UN(THINK) Power Flour truly is all these things? And that it delivers on its promise of No Compromise?
Let their tastebuds be the judge by putting product trial at the center of our campaign to show the real value of real wheat with real nutrition... and taste.
Introducing...
The Edible-First Campaign
2D
