Gone Rogue
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Overview
Gone Rogue is a groud breaking new snack food. A jerkey that and crunches like a potato chip, Gone Rogue is perfect for those on the go who are looking for a protein based snack that will eliminate their hunger. Getting trial and adoption for this new type of food was going to be a challenge, and to get there, we needed to drive awareness while crafting a memorable and break through brand.
Approach
We started with a new visual brand idenity that would speak the language of the target audience. People who were unafraid to try new things, who had a passion for activity and who were looking for a snack food that would keep up with their lifestyle. From the brand idenity, we developed a series of assets and animation we could leverage across multiple channels, as well as branding for events and influencer content to get the word out.
The result was a fully integrated campaign that included the Spartan Race sponsorship, social media, influencers, and public relations with professional athletes, all focused on driving trial and purchase on Amazon and GoneRogueSnacks.com. On day one, Gone Rogue was the number one selling brand in the jerky category on Amazon.
One challenge that we faced was answering questions in the consumers mind around taste and texture. Research found that most people were excited by the health benefits of a protein based snack, but were sometimes put off by what the imagined the texture to be. For our paid social campaign, we focused on assets that would reinforce the crunch and chip like mouth feel.
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Mobile friendly design was key for the on-the-go target audience.
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Influencers that had built a unique brand persona such as Hunter Pence were instrumental in driving awareness and trial.
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