It’s mental food inventory time.
Take a second and think of the CPG food brands you have in your pantry, fridge, bag or glove box (if you can’t think of any, you probably need a snack). Which of those brands are always with you? The ones you pick up every time, the ones you pay full price for when lookalikes are on deal, the ones you seek out?
These are the brands we all want to build, right? Well, it’s easier said than done, because to accomplish this, a product has to go beyond tasting great and delivering on its promises.
It has to understand the battles people are fighting — and help them win — with the product and beyond.
One brand doing all these things — making themselves memorable, is Heath Warrior Superfoods.
Let’s get right into some easy-to-read bullet points:
- They have a great, unique backstory — college buddies read Born to Run, which chronicles “the Tarahumara Indians and their seemingly superhuman long-distance runs” which were fueled by chia — an ancient superfood.
- They go beyond this (and neatly allow line extensions beyond chia) by saying the first ingredient in every product they’ll ever make will be a superfood.
- They go beyond this with a fist-in-the-air manifesto that begins and ends with, “We choose food.” And even though it has one typo, it’s a powerful stance.
As you can easily do when your brand story has depth, Health Warrior has no problem keeping a consistent face on Instagram, Facebook, Twitter and even Pinterest. But what brings it all home for me, maybe because I write about the subject as though it’s the only thing I know, is an education-based advocacy on behalf of consumers.
Take that “We choose food” manifesto. They talk about how they believe eating better can make society stronger — pretty big and likely true. Their tag line offers an important benefit while taking a swing at all the garbage “food” out there — Food that actually feeds you.
But what I like most happens on their blog. They break it up by topic area. And sure, they have recipes and news, and there’s a nifty section titled Movement & Fitness. But what I’m superfood, super excited about is all the stuff that falls under the heading, Food Knowledge. Brilliant.
Because people are confused about what to eat, right?
Yet, 96% say they want to eat healthy, remember?
So, instead of just selling with every breath, Health Warrior has decided to give all those confused people some info to chew on amidst all the other chewing they’re doing. And that for me, is a way to create authenticity, advocacy and most importantly, loyalty.
Good luck all you Food Warriors out there — and if you’re still not sure what to do, let’s chat.
Be digestible. And thanks.
Email me at firstname.lastname@example.org if you’d like a copy of my guide that outlines the steps brand new and established brands can use (or not use) to succeed while others just keep right on slugging it out with the guy next to them on the shelf.