Video Archives - The Digestible Brand

Marketing Your Nutrition Brand like a Family

I know, really I do — you started your brand because you wanted to fill a need for people. Maybe you started out by filling your own. You shared your new passion with friends and, yes, family. Everything was loving and glowing and personal and altruistic — and then, you decided to ruin it all by becoming a marketer. Bill Keith, oldest brother of many and CEO of Perfect Bar (I put the first thing first for a reason) has not ruined it all — at all. Instead, he, along with his siblings, teammates, investors and maybe even you [...]

By Eric Kiker| 2018-09-17T16:51:49+00:00 September 17th, 2018|Brand Positioning, Branding, Broadcast, Digital, Experiential, General, Marketing, Media, Packaging, Public Relations, Retail Support, Sampling, Social Media, Tradeshow, Video|0 Comments

Nutrition Marketing That Turns Lemons into Lemonade

Go to super-simple lemonade brand 4P's homepage, read the long version of founder Will Boyle’s origin story and you’ll get a passionate taste for what this brand is all about — saving forests and saving people from overly processed, garbage drinks (and food). It’s a good tale, told from the perspective of a boy who became a man who wanted to do better for humans and nature. In fact, when I asked Will to tell me the essence of his brand in one sentence, he responded, “4Pure was born from a simple commitment to do good for all by [...]

By Eric Kiker| 2018-09-05T16:21:29+00:00 September 3rd, 2018|Brand Positioning, Branding, Broadcast, Digital, Experiential, General, Marketing, Media, Packaging, Public Relations, Retail Support, Sampling, Social Media, Tradeshow, Video|0 Comments

Marketing Nutrition Like a Warrior

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 [...]

By Eric Kiker| 2018-08-23T23:53:10+00:00 August 20th, 2018|Brand Positioning, Branding, Broadcast, Digital, Experiential, General, Influencers, Marketing, Packaging, Public Relations, Sampling, Social Media, Tradeshow, Trends, Video|1 Comment

A Nutrition Marketing Story That’s a Damn Good Catch

“Fish story,” in case you’re one of the four people who don’t know, is a euphemism for stretching the truth. I guess because fisher people are famous for enthusiastically overestimating the size of their catches. And while I’ve never caught a fish of any length, I can spot the branding equivalent of a fish story a nautical mile away. This brings me to Good Catch, a company striving to create and market a line of plant-based foods that look and taste like seafood. Should you follow their example, or swim the other direction? Follow. Really, seriously follow. These guys [...]

By Eric Kiker| 2018-09-06T13:57:35+00:00 July 30th, 2018|Brand Positioning, Branding, Broadcast, Digital, Experiential, General, Influencers, Marketing, Media, Packaging, Public Relations, Research, Retail Support, Sampling, Social Media, Tradeshow, Trends, Video|0 Comments

Nutrition Marketing That Wins by Zagging

Plant-based foods are all the rage — especially burgers. Why? Because everyone loves a burger, and vegetarians and vegans feel super left out when all their buddies are mowing away while the plant eaters are relegated to, what, a salad? Double burger without the burger? And the plant-based burger was born. And what’s the holy grail of the plant-based burger? You got it, the plant-based burger that’s just like a beef burger! Enter Good Seed Burgers. They’re apparently pretty good — but a look at their store locator says, they’re pretty darn small. Why? Maybe they don’t really truly [...]

By Eric Kiker| 2018-08-15T15:12:40+00:00 July 23rd, 2018|Brand Positioning, Branding, Broadcast, Digital, Experiential, General, Influencers, Marketing, Media, Packaging, Public Relations, Research, Retail Support, Sampling, Social Media, Tradeshow, Trends, Video|0 Comments

Better Nutrition Marketing Through Puffed-Up Passion

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 [...]

By Eric Kiker| 2018-08-03T21:36:49+00:00 July 16th, 2018|Brand Positioning, Branding, Broadcast, Digital, Marketing, Media, Packaging, Public Relations, Retail Support, Sampling, Social Media, Tradeshow, Trends, Video|0 Comments

Can Nutrition Marketing Work Without a Story?

In the beginning, there were Snap Pea Crisps — and they were good. A brand new idea in snacking — green peas, ground up, mixed with magical dusts, reshaped to resemble a pea pod, baked, bagged and eaten by the billions. I can only assume this last part, since the brand is still around, rebranded Harvest Snaps to allow the company to deliciously enslave other legumes — lentils and black beans thus far. Today, I tried one of their latest incarnations — Black Bean Mango Chili Lime. A-mazing flavor, albeit with a slight aftertaste that’s easily removed by simply [...]

By Eric Kiker| 2018-07-24T14:32:38+00:00 July 2nd, 2018|Brand Positioning, Branding, Broadcast, Digital, Marketing, Packaging, Public Relations, Retail Support, Social Media, Tradeshow, Video|0 Comments

Nutrition Marketing That Maximizes A Great Story Hook

Simple Mills makes crackers, cookies, bake mixes and frosting. It’s a super-tidy looking brand with a story that’s, sorry, a little bland — but with an absolutely golden gem of an un-maximized opportunity. See if you can spot it in this first paragraph: “Simple Mills enriches lives and bodies through simple, delicious, real foods. We strive to make healthful choices easy by offering food that tastes great in the moment and nourishes your body for the long-term.” Three words, I think, could thrust a fist-in-the-air on behalf of the consumer that makes, not only a great story, but also [...]

By Eric Kiker| 2018-07-24T14:26:21+00:00 June 25th, 2018|Brand Positioning, Branding, Broadcast, Digital, Marketing, Media, Packaging, Public Relations, Retail Support, Sampling, Social Media, Tradeshow, Video|0 Comments

Marketing Nutrition With A Story That Says, “Dang”

When Pepsico announced its intent to buy Bare Snacks, it was huge news. And deserving — Bare has great products, great innovation, great name. It might surprise you to find out, Bare’s biggest competitor actually created the coconut chip category. And Dang is no slouch either. In fact, they’ve really been coming on in the past couple years. New design, new products and a dialed-in story that, for me, covers all the bases. Let’s take a look at the front of pack — after all, that’s where your story must start. You only have a few seconds to get [...]

By Eric Kiker| 2018-07-12T14:46:16+00:00 June 18th, 2018|Brand Positioning, Branding, Broadcast, Digital, Marketing, Media, Packaging, Retail Support, Sampling, Social Media, Tradeshow, Video|0 Comments

Nutrition Marketing That Wins Through A Kick-Ass Story

I talk about the story a lot. You might even wish I’d stop talking about it. But I’m just not gonna. Because in my experience and in my belief, the story is the most important thing you can create to get your marketing off on the right foot — and it keeps paying dividends, for the lifetime of your brand.Why? What are the reasons you should put so much effort into the creation and crafting of your brand story?A strong, ownable, defendable story gives you an identity right off the bat — sure, your logo and packaging do that too, [...]

By Eric Kiker| 2018-07-10T22:58:40+00:00 June 11th, 2018|Brand Positioning, Branding, Broadcast, Digital, Marketing, Media, Packaging, Public Relations, Retail Support, Sampling, Social Media, Tradeshow, Video|0 Comments