Case study · CPG launch
Airly
Launching a climate-positive snack to "snacktivists" across the country for POST Consumer Brands.
4
National retailers: Target, Whole Foods, Sprouts, Walmart
11
Channels in the launch plan
2
Brand photoshoots produced
Net negative
Carbon emissions per snack
The challenge
Introduce a brand-new snack, with a climate story, to a national audience.
Airly and Bright Future Foods worked with POST to build a product from carbon-capturing, no-till farming through to carbon offsets for shipping. The result was a snack with net-negative carbon emissions, and farming practices that keep changing agriculture.
What we did
A launch strategy built and run for climate-conscious 'snacktivists' across the country.
- Search and SEO. SEO and paid search to capture interest as the brand grew.
- Social and digital ads. Social ads and digital campaigns to introduce the product nationally.
- Out of home and podcast. OOH and podcast placements to build awareness beyond screens.
- Retail and email. Grocery store engagements, email and direct mail.
- Influencers and social media. Influencer activation and always-on social media.
- Creative. Two brand photoshoots produced by Genius.
Where it stands
Airly was picked up for store placements by Target, Whole Foods, Sprouts and Walmart nationwide.
The retail wins followed the launch's increased visibility and sales trajectory.
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