Explore Cuisine - Plant protein. Made simple.

The Opportunity

Today, the better-for-you and plant-based pasta category is crowded. Explore Cuisine needed to stand out to chart their path to success. Sawtooth worked alongside the brand to uncover their true points of differentiation, along with who their best consumer is. We also developed an ownable strategy that excited retailers and attracted investors.

The Strategy

Sawtooth conducted several extensive research studies to best understand the brand; the better-for-you, gluten-free pasta category; and most importantly, the consumer. Our team rebuilt Explore Cuisine’s brand foundation to better resonate with their current and potential consumers. The target consumer — health enthusiasts — deeply resonated with the idea of simplicity, which shaped our messaging, design and overall approach.

The Results

Sawtooth created a new brand campaign, Plant protein. Made simple. — visible across multiple touchpoints, including social media, e-CRM, paid media, website, product pages, trade materials and the brand’s Amazon Storefront and A+. 

Through these efforts, Explore Cuisine experienced an uptick in website traffic, social engagement and sales. 

More specifically, through Sawtooth-designed and -launched paid social media campaigns, Explore Cuisine saw increased Amazon and brand site traffic. In January 2022, the brand launched a Veganuary Facebook and Instagram ad campaign that beat all brand benchmarks, with a CPC of $0.63 and a CTR of 1.06%.

The Services

✓ Category and predictive analysis

✓ Data aggregation 

✓ Brand tracking 

✓ Innovation and message testing

✓ Brand strategy

✓ Campaign ideation, creation, and execution

✓ Content creation and management

• Video

• Digital

• Email

• Social media

• Trade

• E-commerce

✓ Production

✓ Community management

✓ Media strategy

✓ Media planning and buying

✓ Trafficking

✓ Measurement and analytics

✓ Paid social and search planning and buying

✓ Data-driven recommendations