Repurpose
What the Fork?
Understanding the Customer Base + Creating a Voice for a Commodity Brand
Category: Compostable Plastic & Tableware - CPG
Services: Research, Ads as Insight, Fractional Creative Direction
Strategy: Julie Kucinski
Packaging design: Peck & Co
The situation
This fast-growing brand was threatened by expanding competitors and worse, private label. Repurpose had no POV, marketing or brand recognition. It grew only by opening doors and being the only green alt on shelf.
The strategy
Be the easy "better for you" choice on mainstream shelves. Make disposable guilt-less for greenish & affluent shoppers.
Key ideas:
Save the earth, skip the dishes.
Pre-rebrand, we conducted a Simmons/MRI study, consumer insights survey and Facebook ad tests to get some surprising segmentation and messaging insights to cut through the green-leaf cliches and understand claims hierarchy.
(PS: The ads we made for testing continued to run with positive ROAS for over a year!)
Balancing Performance + Permission + Purpose as pillars, we helped shape a new brand from insight through web site.