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Nancy’s Probiotic Foods
THEIR CHALLENGE
The Kesey family’s third-generation business had a remarkable story to tell, but Nancy’s marketing had become fractured over decades of business, with multiple messages competing and differentiation lost in the shuffle. To stand out in a crowded dairy aisle, the brand needed a clearer sense of its audiences, position in the market, and how to best speak to both.
Our approach
We dove into market research and interviewed customers, distributors, grocers, and employees to get a better feel for where Nancy’s brand was and where it needed to be. These conversations led to insights that helped the family understand the importance of their role as probiotic pioneers, their unique place in the market, and why they mattered to their most important audiences.
The Result
A revamped brand foundation that refined Nancy’s marketing efforts across the board. Content strategy helped focus and guide their marketing team toward the part of their story that’d compel key audiences most, and succinct copy points helped them convey the benefits of probiotics in an accessible, friendly voice the family is known for.
After our work, Nancy’s saw a dramatic increase in business, becoming the top nationwide organic dairy brand for the largest organic food distributor in the US in just 18 months.
