Evolving a persona + brand identity to drive market share
Good Foods Group believes the world is better when more people have access to fresh, flavorful food. As the brand grew, they partnered with broadhead to strengthen their communications and marketing strategy — to build trust and transparency with both employees and consumers.
By developing a defined persona, brand positioning and overarching messaging strategy, we transformed Good Foods from a product-driven brand into a lifestyle brand, accelerating growth and establishing a strong position in both the guacamole and dip categories.
Additionally, we introduced the Positively Good brand campaign to unify all Good Foods’ products under one umbrella. Built around key cultural moments, holidays, and seasonal occasions, the campaign created relevance beyond the shelf and into everyday life.
By leveraging a fully integrated mix of paid, earned, and owned channels, we increased product awareness and brand affinity, drove trial, and helped establish Good Foods as a category leader.