PACK’D offers a range of healthy and naturally delicious ready to blend smoothie kits and organic frozen fruits. Developed by nutritionists and designed for everyday living, each pack is perfectly portioned helping to reduce food waste and our impact on the environment.
Working closely with our trusted media partner and their human powered insight driven platform, a range of audiences were identified based on shared interests and formed communities. The platform maps connections, turning data into consumer segmentations, which gives us a deep understanding of our target market and how to plan and manage campaigns. The four audiences that were identified were:
With a focus on nutrition and convenience, we initially looked to raise brand awareness of Pack’d, highlighting their Smoothies and the unique superfood sachet which comes with each kit. The branding and messaging was kept deliberately simple, prominent and succinct, enabling the information to be digested within a limited dwell time as users scroll through their social feeds.
We carried out a photo and video shoot giving us a wide range of assets and a flexible toolkit of materials. We gave a strong focus to the 100% plant-based ingredients, creating a library of fresh and vibrant Pack’d smoothies, and the fruit and vegetables included in each product.
Armed with the crucial audience insight, we were able to specifically target our creative and our marketing approach. We tailored our design outputs with imagery and copy which would resonate with our audiences, and we built 3D models and animations giving us the flexibility to showcase the products in a dynamic and eye-catching way.
This pioneering approach to a joined-up creative and efficient paid media strategy is revolutionising the way in which we work, and we know it works. Our work with Pack’d has so far driven supercharged social results, and seen a strong sales acceleration.
