4x Growth in the First Two Years

Sources: Project NOSH 2018, SPINS & MULO Data 2018

Oregon Ice Cream 360° Brand Strategy

Challenge

Four Businesses & Two Brands with Little Awareness

  • Two undifferentiated brands that overlapped and created ambiguity in shoppers minds
  • Co-packing business and a b2b brand that even their most loyal customers didn’t understand

Goal:
Modernize small, Pacific Northwest niche brands into national organic brands

Insights

Alden’s Key Insights:

  • Comfort is king and ice cream is a natural fit
  • People want brands to make simpler claims

Julie’s Key Insights:

  • 81% of female ice cream eaters age 18-37 want a premium indulgent portion controlled frozen treat and culinary flavors
  • Women will pay for an organic, just-for-them ice cream treat

Strategy

  • Make Alden’s America’s family organic ice cream
  • Make Julie’s a portion controlled super indulgent frozen treat for women
  • Leave daylight between the two consumer brands and the two other ice cream businesses (co-packing and b2b)

Go-to-market Strategy:

Alden’s:
America’s family organic ice cream

Julie’s:
Treat curator

Results

  • 4x Growth in the first 24 months
  • NW regional brand became bestselling Organic Ice Cream in U.S. within 24 months

Scope of Work

Audits & Analysis

Audience Insights

Research & Insights

Trend Analysis

Brand Positioning

Visual Strategy

Packaging Design

Branded Ecosystem

Sales Collateral

Product Photo Art Direction

Photography Guidelines

Brand Bible

Tradeshow

Related Content

Conventional is the New Specialty Grocer

Retail Voodoo
September 20, 2016

We helped Oregon Ice Cream become the national leader of the organic ice cream category, build a premium organic novelties business for Julie’s, level-up their b2b brand, and gain clarity for their co-packing brand. What’s your brand’s growth challenge?

We Can Help

“Retail Voodoo allowed us to identify uniquely differentiated brand strategies. Their work positioned our brands to quickly accelerate our growth in the marketplace.

M. Hunt

VP of Marketing, Oregon Ice Cream

Ready to talk about your project?