Evolving a persona and brand identity with an eye on market share
Good Foods Group believes the world is better when more people have access to fresh, flavorful food. As the brand has grown, they’ve partnered with Broadhead to strengthen their communications strategy, equipping their team with media training and public relations support designed to build trust and transparency with employees and consumers.
What began as a focused PR effort quickly evolved into a broader partnership. Broadhead expanded its role to lead integrated campaigns and serve as agency-of-record, helping shape Good Foods into a lifestyle brand and driving growth to become a top player in both the guacamole and dip categories.
With a new persona in place, we brought all the messaging into alignment under a lifestyle brand and overarching campaign that focuses on key cultural moments, holidays and seasonal promotions. Introducing, Positively Good.
By leveraging the combination of paid, earned and owned channels, broadhead increased Good Foods’ product awareness and brand affinity, drove trial, and established Good Foods as a category leader.