World of Grains

Context
World of Grains, a good-for-you cookie (yes, really) conceived by Mars, was something of a “blank slate” brand, which made for a challenge as well as an opportunity. While there were many healthy options to choose from in the snack aisle, most other cookies out there were positioned as indulgent, allowing us to carve out a distinct, ownable space on the shelf. With this launch, Mars was looking to break through to busy moms, secure shelf space at national & regional grocery stores, and increase brand awareness in the Boston test market.

Our Role
Green Team realized that this cookie wasn’t about the cliché "me moment” that so often becomes the paradigm for talking to busy moms; rather this was about “me in the moment.” Embracing the honesty of this insight, we decided to let this little cookie speak for itself. We developed the campaign ‘Honestly Good,’ using the grain ingredients to create a completely original typography and fresh, clever messaging that spoke from a place of truth and authenticity.

Results
200 points of sale launched in Boston market

75% increase in brand awareness; 1/3 of consumers aware of brand then tried the product

150% sustained jump in sales volume at Whole Foods Markets

more work