Creating a New Brand Strategy
Freshology is a gourmet meal delivery service that has traditionally focused on weight loss messaging. Starting in 2013, Freshology began experiencing a considerable sales slump, driven by a 20% decline within the weight loss industry. Such brands as Jenny Craig, Weight Watchers and Nutrisystem were noticeably struggling. At the same time, there was an increase in new food-tech brands and related investments. This included ready-to-cook brands like Blue Apron and same day delivery brands like Munchery.
Freshology has had to reexamine its strategic market approach, products and positioning.
Moving forward, Freshology will focus on 3 strategic pillars:
- Convenient Healthy Eating: flexible scheduling for days when you need specific meal solutions (ideal for the over-scheduled individual).
- Specialized Nutritional Needs: examples include heart healthy, prenatal/new mom, gluten-free and vegetarian menus.
- Health Maintenance: from portion controlled meals for weight loss to menus that sustain energy throughout the day for athletes in training.
MUCH OF THE FOLLOWING WORK IS ONGOING!
I have led the refreshing of the brand logo working with an internal design team as well as a branding agency. The following approach was taken:
Timeline:
August 2014: Launch of new Gluten-Free program through a microsite and related PR.
October 2014: Refreshed logo was first introduced internally to the company and later to digital marketing
December 2014: In-home packaging and communications will in total have new branding
Late December 2014: New website launch, including:
- Decision tree that allows for individual customization according to personal goals and lifestyle
- Daily blog regarding farm sourcing and new culinary innovations
- Customer portal to support sticky attributes such as automatic renewals, customization, sharing nutritional information with wearables and social media voting on daily menus.
