Case Study: Better’n Peanut Butter

Better’n Peanut Butter is a pioneering brand in the food industry, offering healthier alternatives to traditional peanut butter products. With a commitment to providing delicious yet nutritious options, Better’n Peanut Butter has garnered a loyal following among health-conscious consumers. Prior to partnering with Hashtag Lifestyle, Better’n Peanut Butter recognized the need to revitalize its brand identity and expand its reach to new target demographics.

CHALLENGE

Better’n Peanut Butter faced the daunting task of repositioning itself to appeal to health-conscious Millennial Moms and Gen Z Wellness Girlies. Formerly marketed as a weight loss product for Gen X women, the brand needed to shift its focus to overall health and wellness to attract a new demographic. Without a fresh perspective and strategic rebranding efforts, including updating its image, name, and social media presence, the risk of being overshadowed by competitors and hindering growth was imminent. The challenge: modernize the brand while retaining its core customer base, attract new eyes on the shelves with reinvigorated packaging, and increase brand awareness online among Millennials and Gen Z through influencer partnerships and refined messaging.

APPROACH

1. Strategic Rebranding: Collaborated closely with Better’n Peanut Butter to refresh its packaging design, messaging, and brand imagery, aligning with contemporary health and wellness trends.
2. Targeted Marketing: Launched a digital marketing campaign focused on engaging health-conscious consumers through social media platforms, email marketing, and influencer partnerships.
3. Product Innovation: Introduced new product variants and formulations to meet the evolving preferences of health-conscious consumers, including organic and natural options.

EXECUTION

• Strategic Rebranding: Better’n Peanut Butter underwent a comprehensive rebranding effort, including renaming the brand to “B’NPB” and creating a new logo. This strategic move aimed to modernize the brand’s image and make it more appealing to health-conscious Millennials and Gen Z consumers.
• Website Redesign: A new website was developed to showcase the rebranding efforts and provide a seamless online experience for customers. The website featured updated branding elements and messaging to align with the brand’s new identity.
• Packaging Redesign: In addition to the digital rebranding efforts, Better’n Peanut Butter revamped its packaging to attract attention on store shelves. The redesigned packaging featured the new logo and conveyed the brand’s commitment to health and wellness.

RESULTS

By leading a comprehensive rebranding and marketing campaign, Better’n Peanut Butter achieved its goal of modernization while maintaining its commitment to providing healthier alternatives. The efforts resulted in a significant increase in brand awareness, customer engagement, and product sales, positioning Better’n Peanut Butter for sustained growth and success in the competitive food industry.