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Ep 517: How Back to Nature Repositioned Away from “Plant-Based” to Drive Shelf Velocity

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Manage episode 489072428 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

To Subscribe to DTC Newsletter - https://dtcnews.link/signup

This episode dives deep into how a major global brand (Barilla) reimagined Back to Nature with a bold rebrand strategy anchored in nostalgia, joy, and simple ingredients. Hear why shifting from a plant‑based tagline to a "Better‑For‑You Remix of Classics" helped unlock broader consumer appeal, fortified by skinnier SKU range and sharp creative decisions.

🔍 Key Highlights:

  • Research-driven decision to ditch front‑pack “plant‑based” in favor of taste-first appeal.
  • Bold creative overhaul: retro‑60s packaging, high brand recognition risk managed.
  • Category insights:
  • Cookies: flavor, new formats fuel impulse purchases.
  • Crackers: better‑for‑you, snackable formats are gaining share.
  • Marketing strategy: OTT launch, digital/social, plus in‑store velocity tracking.
  • Brand building lessons: leverage heritage, memory structures, stay distinctive (per Byron Sharp).

Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Sign up for a quick demo today to get 50% off and unlock a guaranteed 4x+ ROI: instant.one/dtc

Timestamps:

00:00 – Why Back to Nature Needed a Total Rebrand

02:55 – Barilla’s Acquisition and Strategic Goals

06:10 – Andrea’s CPG Background and Role in the Brand Relaunch

10:45 – Why “Plant-Based” Was Hurting the Brand

14:30 – Unlocking a Distinct Brand Identity with Joy and Nostalgia

18:00 – Managing Risk and Shelf Recognition in a Full Redesign

21:20 – Balancing Better-for-You Messaging and Simplicity

23:50 – The Role of OTT and Digital in Brand Awareness

26:15 – Staying Focused vs. Chasing Trends at Expo West

30:00 – The Evolving Role of Ecommerce and Amazon

32:10 – Lessons in Bold Branding and Distinctiveness from Byron Sharp

Hashtags:

#DTCmarketing

#CPGbranding

#RetailRebrand

#FoodMarketing

#BrandStrategy

#ConsumerInsights

#PackagedGoods

#MarketingLeadership

#BrandPositioning

#EcommerceStrategy

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

617 episodes

Artwork
iconShare
 
Manage episode 489072428 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

To Subscribe to DTC Newsletter - https://dtcnews.link/signup

This episode dives deep into how a major global brand (Barilla) reimagined Back to Nature with a bold rebrand strategy anchored in nostalgia, joy, and simple ingredients. Hear why shifting from a plant‑based tagline to a "Better‑For‑You Remix of Classics" helped unlock broader consumer appeal, fortified by skinnier SKU range and sharp creative decisions.

🔍 Key Highlights:

  • Research-driven decision to ditch front‑pack “plant‑based” in favor of taste-first appeal.
  • Bold creative overhaul: retro‑60s packaging, high brand recognition risk managed.
  • Category insights:
  • Cookies: flavor, new formats fuel impulse purchases.
  • Crackers: better‑for‑you, snackable formats are gaining share.
  • Marketing strategy: OTT launch, digital/social, plus in‑store velocity tracking.
  • Brand building lessons: leverage heritage, memory structures, stay distinctive (per Byron Sharp).

Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Sign up for a quick demo today to get 50% off and unlock a guaranteed 4x+ ROI: instant.one/dtc

Timestamps:

00:00 – Why Back to Nature Needed a Total Rebrand

02:55 – Barilla’s Acquisition and Strategic Goals

06:10 – Andrea’s CPG Background and Role in the Brand Relaunch

10:45 – Why “Plant-Based” Was Hurting the Brand

14:30 – Unlocking a Distinct Brand Identity with Joy and Nostalgia

18:00 – Managing Risk and Shelf Recognition in a Full Redesign

21:20 – Balancing Better-for-You Messaging and Simplicity

23:50 – The Role of OTT and Digital in Brand Awareness

26:15 – Staying Focused vs. Chasing Trends at Expo West

30:00 – The Evolving Role of Ecommerce and Amazon

32:10 – Lessons in Bold Branding and Distinctiveness from Byron Sharp

Hashtags:

#DTCmarketing

#CPGbranding

#RetailRebrand

#FoodMarketing

#BrandStrategy

#ConsumerInsights

#PackagedGoods

#MarketingLeadership

#BrandPositioning

#EcommerceStrategy

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

617 episodes

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