Food & Consumer Packaged Goods

Pocky

The Challenge

Pocky, a niche Japanese snack food and challenger brand, dreamed of upping the ante by getting more brand exposure in the U.S. The assignment was big on ideas, and modest on budget.

The Solution

We brought the consumer to the brand, with a cross-country road trip replete with brand ambassadors, street teams, and free samples. To “share happiness” we created a Pocky convoy. The brand experienced a sales increase of 20%, and what was once a niche product is now in the candy section of national supermarket chains like Kroger, Wegmans, and Walgreens.

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Ready. Chef. Go! Cooking Bags

The Challenge

When a commodity bag supplier acquired an environmentally sustainable cooking bag, they reached out to us. LK Packaging wanted support with everything from product positioning, strategy, target audience and branding, to naming and distribution.

The Solution

We created the brand Ready. Chef. Go! resulting in a win for consumers, grocers and the environment. Consumers enjoy delicious “meals in minutes” in the compostable, biodegradable bags.  Grocers realized higher margins and plastic bag usage has been reduced significantly at supermarkets running the program.  

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Annabelle Candy

The Challenge

Differentiation in the sweet snack category can be a challenge. There are a lot of well-known venerable brands on the shelf with a lot of retailer support available. Annabelle is a third-generation, family-owned regional sweets company marketing a family of flavors. Up against entrenched competition, but backed by a core group of loyal buyers, we had to find a way to make the 70+year old brands relevant.

The Solution

Creative took the lead. We crafted a campaign around the idea that times change, but Annabelle candies are just as tasty as ever. A series of "look at them now" ads quickly positioned the brands. Times change, but your favorite candy bars don’t.

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Chin Chin

The Challenge

The new Goliath in town, PF Chang, hit the LA market and Chin Chin, a boutique casual dining chain in Southern California, had to protect its share. Finding a point of differentiation was key.

The Solution

We focused on a single attribute that PF Chang left open: healthy dining. The menu, the ingredients and of course the communication materials - from paid advertising to in-store support - all focused on great-tasting, healthy eating.

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Lotus

The Challenge

Centinela Feed & Pet, a regional pet retailer, wanted to expand its sales footprint while shrinking its carbon paw-print. The challenger brand came to us looking for a way to lap up growth and keep the planet purring at the same time.

The Solution

To meet their challenge, we created a private-label, pet food brand full of top-notch ingredients and focused on the founder’s philosophy of sustainable manufacturing -  cat food sub brand Just Juicy is canned in small batches in Southern California.

We named the brand Lotus—a symbol of purity in chaos. The work took on a playful look with eco-friendly packaging and in-store materials, because getting noticed at retail is key to consumer preference. Today, Lotus reigns supreme as a top-selling brand in independent pet stores throughout the U.S. and Asia.

Lotus Pet Food by Centinela Feed & Pet poster featuring dog flying kite.
Lotus Pet Food by Centinela Feed & Pet dog food bags.
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