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. So when COVID-19 hit their production plants in 2020, they tapped broadhead for media training and public relations messaging that put building transparency with employees and consumers at the forefront.
Our joint PR effort was just the beginning. After building out key holiday campaigns for the brand in 2021, broadhead became Good Foods’ agency-of-record in 2022, building a lifestyle brand that would help elevate Good Foods to the #2 guac brand, and #3 dip brand, over the next few years.
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.