What if?

Facing intense competition from Odwalla and Naked Juice (owned by Coke and Pepsi) as well as from an onslaught of premium-juice startups, could Bolthouse Farms reposition its brand to create a meaningful, competitive advantage across all of their categories?

Results

We studied food trends—diving deep into the grocery store experience and core competencies. We looked extensively at the produce section and identified a significant gap that Bolthouse had the permission and competency to fill. We developed a passionate perspective that fresh fruits and vegetables were undervalued and overlooked. We positioned Bolthouse as the champions of “Fresh Fruits and Vegetables” and helped them start a revolution that unleashed their leadership team. The strategy was defined by the thought that “Bolthouse Fresh” could bring new ideas and fresh thinking to a part of the grocery store (and peoples’ lives) that hadn’t seen real change in years. With a clear strategy, a new product innovation roadmap, and a big idea that could mobilize the entire company the brand was positioned to punch above its weight. They even took the snack industry head on and partnered with The White House through Michelle Obama’s healthy food initiative.

“Bulldog Drummond helped us develop a strategic brand platform that has transformed the way we look at fresh fruits and vegetables—from schools all the way to the White House. They helped spark our Fresh Revolution.”

–Todd Putman, Chief Commercial Officer

Visit Bolthouse Farms→

What I did:

• Vision formation

• Brand platform development

• Creative direction

Partners:

• Work done at Bulldog Drummond