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Retail Voodoo
Truly Good Foods engaged Retail Voodoo to completely rebrand all aspects of their lagging buffalo wing-flavored snacking peanuts, from its name, voice, and visual style to more accurately reflects the brands spicy attitude and aspirations of exponential growth. The idea, create a packaging system that is cheeky, memorable, a little mysterious, and invites consumer engagement.
Main challenges: Revitalizing a lagging brand, standing out in a crowded category and creating a unique, memorable, and ownable brand visual vocabulary in a commoditized category.
Key Objectives: Leverage the brands southern roots, it's woman-owned factory, it's unique and surprising flavors, and gain wider distribution.
The Solution: We developed the name, Henrietta Said, and positioned the brand to approach snacking and flavor in surprising ways. Next, we created the Henrietta character and developed packaging and a new tagline – Scandalously Spicy Snacks– which celebrates each flavor as a tabloid scandal.
The Results: Built a brand that met year-one sales goals within months, revitalized the culture at Truly Good Foods, and continually expands distribution into more and more areas across the United States.
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