Wild Veggie – Branding
Situation
Otsuka America Foods needed a marketing firm to launch Wild Veggie™, a new vegetable product targeting health-conscious consumers in the United States.
Action
O’Neill Communications relied heavily on secondary research to develop a comprehensive marketing plan to introduce this fresh-tasting vegetable product initially to food brokers and distributors through an aggressive trade show presence. Once distribution was adequately established, a consumer marketing campaign was launched supporting Wild Veggie™’s debut at Whole Foods Market® stores in Florida, as well as in several health-conscious restaurants. As part of the consumer effort, the agency designed and launched a consumer website, as well as print and outdoor components. Simultaneously, the agency initiated a campaign targeting the college foodservice market.
Perhaps most notably, O’Neill Communications coined and developed Wild Veggie™’s descriptive subtitle, Souper Drink ™, which brands this product as a new food category of soup or drink. In addition, a strong graphic image for the product was developed that convey the “souper drink” positioning.
Results
Wild Veggie’s trade show marketing resulted in a test program at Whole Foods Market® stores. Within 12 months, Wild Veggie has expanded its distribution to Whole Foods Market® in northern California, as well as a growing number of fast-casual restaurants in Florida and Georgia. Early indications from the college foodservice program are very positive with several distributors and institutions taking on the Wild Veggie™ product line. For a complete look at Wild Veggie™, check out www.souperdrink.com
