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INTEGRATED COMMUNICATIONS CAMPAIGN
For a new product launch and to create a nutritional movement
UN(THINK)™ Foods leverages natural science to turn whole grains into flour-based products that are superior in nutrition.
UN(THINK)™ is revolutionizing what consumers know about wheat. With less net carbs and more protein and fiber, UN(THINK)™’s newest product, Power Flour, will show the world that people do not have to compromise taste for wellness.
Their Ask
As a startup with limited resources, how can we convince health-conscious Millennials to buy and use UN(THINK)™ Power Flour and draw in $1.2M in revenue?
A project by:
Data
UN(THINK)™ Power Flour has 3x the protein, 30x the fiber, and 75% less net carbs than regular flour.
For the first time, all purpose is healthier than whole wheat flour.
60% of participants report ‘Make my own food’ and ‘Exercise’ as a strategy to achieve health goals.
82% reported ‘Yes’ cook or bake with flour of any kind.
#stressbaking had over 26,000 posts on Instagram a week into the pandemic.
Food is connected to health, enjoyment and comfort.
Sources: TMRW Primary Research;
CNBC, 2020.
Outstanding Conversations
Clermont (32), New York, NY, weekend vegan: I'm looking at the shelf with flour and looking at all purpose flour, I just grab the cheapest bag.
Selena (26), New York, NY, family cook: During the pandemic was also really nice because like, I would make lunch for my sister…I felt like I'm fueling her day, for someone who I really care about.
Making food during the pandemic fostered emotional connections.
Flour is not that special. It's a basic commodity.
Sources: TMRW Primary Research
Tenets
UN(THINK)™ elevates and improves our relationship with food by giving us
new-tritional and versatile ways to enjoy flour.
Millennials are motivated to bake around the holidays as a way to spend time with loved ones.
Love
Sources: Nielsen-Massey Vanillas, 2019; UN(THINK)™ Foods.
Strategic Vision
Insight
Flour is often overlooked and
undervalued… until it is connected to love.
Message
UN(THINK)™ Power Flour makes showing love through baking more powerful because of its superior nutrition.
Benefit
To Culinary Caregivers, UN(THINK)™ power flour is the foundational ingredient that lets you love better because its superior nutrition nourishes the wellness of those you love.
Measurement of Love
Show home bakers how using UN(THINK)™ Power Flour amplifies their tender gestures for their loved ones— even in tough, human situations.
● Print: Our 2D executions demonstrate how caring for one’s wellness is the highest love language.
● Immersive, Experiential, & PR: The activations invite people to express their highest form of love by making baked goods on-premise and writing a tough-to-deliver message. We also partner with food creators and therapists to communicate ways people can foster their healthy relationships.
● Partnership with Feeding America: UN(THINK) hosts a live feast on Giving Tuesday to raise money for Feeding America to help food banks provide nutritious food to their community.
● Metrics of Success
2 Million Impressions
458K - Digital Advertising
416K - Paid Social Media Advertising
250K - Out-of-Home (OOH) / Digital Out-of-Home (DOOH)
333K - Streaming
208K - In-Store Advertising
160K - Television Advertising
175K - Email Marketing
● Purpose into Brand Value
Innovation that elevates the expression of love.
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