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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).

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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

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

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