As a challenger brand in a cluttered category, we knew Green Chile had to stand out to grow retail distribution and gain market share. To accomplish this, it was paramount that we clearly articulate Green Chile’s bold and authentic point of difference in a compelling and memorable way. We subsequently landed on a unique selling proposition that positioned the brand as “The Bold Standard” in convenience store and frozen food aisles. With this foundation set, we then created a unifying social media strategy that ensured every piece of content we created would be as bold as the Green Chile flavors. Finally, we completely revamped the Green Chile website to ladder up to the same Bold Standard as the Green Chile Food Company social presence.
Within the first six months of the campaign launch, we realized an increase of 63% in reach, engagement went up 179% and our total U.S. followers increased over 100%.