Back to Nature - Brand Voice +Strategy RebooT
OVERVIEW
Back to Nature was stuck in a rut of posting recipe content. We guided them to a strategy that focused on the importance of getting outside.
MY ROLE
After studying the demographic (affluent, health-conscious parents), the senior strategist and I recommended a nature-focused approach. From there, I crafted a conversational voice that was idealistic, free-flowing, and eager. I tried to channel the energy of that babysitter every kid had a crush on in childhood.
“Kids and crackers, two things that inevitably lead to crumbs, but are always worth it.”
No reservations required. Well, maybe check with the park ranger. You might need a permit.
You just got to the end of the trail. Must be time to toss some cookies in the air (and then in your mouth) to celebrate.
Yes, they’re plant-based cookies in plant-based boxes, but you don’t have to eat them in a treehouse. Totally could, though.
What’s the best part of any hike? It’s finding the spot with the perfect view and popping out your cookies and enjoying that perfect bite-size moment.