Responsibilities: Campaign design, product design, sourcing and outreach strategy
The protein bar and snack foods markets are highly competitive. In order to stand out, Wellness Foods targeted busy office workers. They often had little time to eat healthily or their offices did not provide healthy foods to encourage sustained energy.
I managed this project and help reposition the snack foods in the consumers’ minds. SimplyProtein sent out unique Wellness Meeting Kits to offices for meetings and to restock the office kitchen. These kits were an alternative to regular convenient office foods, like bagels and donuts (high in sugar, low in nutrients and dense). I oversaw kit design, sourcing, relationship management and execution.
Wellness Meeting Kits was a new way to “demo” or “sample” foods, not in a traditional grocery store setting. They created conversation and people stayed full and energized with the high protein snacks.
At the end of the campaign, we reached thousands of workers and executives in the downtown core.
