I LOVE Lesser Evil Paleo Puffs — especially the “No Cheese” Cheesiness variety. Apparently, lots of people feel good about every variety of the brand’s miraculous grain-free extrusions, since, whenever I arrive at what’s become my favorite Whole Foods facings, it looks as though some enormous, puff-loving creature has taken a swipe through the entire set.
And the good goes so far beyond the stuff in the package. So pull open a bag and let’s dig in to everything that makes Lesser Evil so much less evil:
- Their story goes beyond what’s become trite (albeit true) and commoditized storytelling — “I couldn’t find _____, so I created it.” Come on guys, you’ve got to go beyond. Lesser Evil does — they started out to make everyone’s favorite snacks healthier and they provide a great story of adaptation and metamorphosis, from some pretty cheesy-looking (pun) early packaging and SKUs to where they are today. Like other brands, most notably Wilde Brand, they weren’t afraid to change to get where they wanted to be.
- They’re radically transparent about what they’re trying to do — even asking forgiveness for having to source some of their ingredients internationally. Who does that? Well, you should if you’re not. Open that kimono and gain some belief and loyalty.
- They’re not afraid to compare themselves to other brands trying to blow it by you under the guise of being, “healthier.” Take the gloves off.
- They’re not too big for their britches. The owner, Charles Coristine, puts himself front and center. If I ever have a problem with the product or what the brand is doing, I know who to call — and I get the feeling he’d talk to me.
- Especially on Twitter, they’re not just relentlessly selling — they’re letting people in on what they believe in. Giving away knowledge is a fantastic way to turn customers into loyalists. Walk your talk, to be super dork-corporate about it.
Given all that (which is a lot), where could Lesser Evil go from here?
- Just one tip: to these guys, “Ingredients mean everything.” I’d love to see the brand apply this mantra to way more than just what’s in the bag. For instance, the drum I relentlessly beat is, people do not know what to eat to get their bodies to behave. What would happen if Lesser Evil created a program called, The Ingredients of a Better Day and helped people eat well, not just with a snack, but with every meal. Talk about macronutrient balance. Give sample menus to help people put together meals and days that will help get the results (weight loss, mostly) 70% or so of us are looking for. And perish the thought, what if many of these meals didn’t include the brand’s products? Heresy? Or loyalty?
Think this article’s off-the-top ideas are remotely good? Think what we could do in a whole day. Email me at firstname.lastname@example.org if you’d like a copy of my marketing tools one-pager (that’s actually three pages).
And if you’re still not sure what to do, let’s chat.
Be digestible. And thanks.