Better Nutrition Marketing Through Puffed-Up Passion

Your amazingly innovative food brand needs more than great taste — find either a point of passion that connects to the founder, a foil to roil against — or both. And open more doors, minds and mouths.

Oh man, do I love a puff. That light, airy, barely-there texture is something I’ve always been willing to dive head first into. Preferred the puffy Cheetos to the crunchier version. Never minded the cheese fingers. And now, really hate the fact, the vast majority of these magic pillows of flavor are made with corn.

And that hate offers up one of two possible story lines for a new brand I’m really excited to jam into my gob.

It’s Spudsy, a yet-to-be-launched, better-than-ever puff made primarily of sweet potatoes.

If you visit the site, you’ll find a nice, albeit polite story headlined with the tag: “Super Food. Super Tasty. Super Puff.” It’s totally fine, but I think there are a couple opportunities for a stronger story, with more bite — and please, I’m not criticizing — I’m just looking for chances to put a real stake in the ground that’ll make consumers say, “Hell yeah. ‘Bout time.”

So, what could Spudsy do to take a good story to SWEET?

  • Make corn the foil — people may love corn, but it kind of sucks. It’s on the eight most common allergens list eschewed by brands like Enjoy Life. Cows can’t digest the stuff and chances are, you might have discovered, you can’t either. This is an opportunity for Spudsy. After all, more than a couple of my LinkedIn pals have predicted “allergen friendly” may be the next gluten free. Why wait for the wave to crest; help create the swell. And please, even though I used the word, “foil,” that doesn’t mean the tone needs to be activistic. Spudsy has established a nice, friendly voice — they don’t have to get all Jekyll and Hyde with it. Just talk about why corn is a problem for some people, and how sweet potatoes are a problem for just about no one.
  • Use the founder’s past entrepreneurial life — before Ashley Boeckle founded Spudsy, she co-founded Buff Bake, the protein-infused nut butter and cookie brand with her cousin, Brittany (same last name). I don’t know why the two split — maybe they didn’t. In any event, Ashley is already saying sweet potatoes are super foods. Why not refer to this new brand as, “The Buff Puff.” Could be a pretty cool idea — it harkens back to Ashley’s past brand life, especially appropriate since Buff Bake proves she knows something about taking nutrition to the next level. Plus, a quick Google search reveals only Buf Puf, a cosmetic wipe with a different spelling and class of trade. Can’t find it registered on Trademarkia either, at all.

Use these examples as fodder when you’re looking to take your brand’s story to the next level — and if you’re still not sure what to do, let’s chat.

Be digestible. And thanks.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD

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