Smartfood, America’s #1 selling popcorn, hadn’t had a brand identity refresh in 25 years. The brief was simple: Make the brand more modern but don’t lose a single customer… and we don’t have a budget to outsource to a traditional agency.

With my my incredible in-house team led once again by Brandon DeLoach, we applied my proprietary brand building methodology to develop Smartfood’s new brand eco system. The new positioning and visual expression was based on a highly aspirational Gen Z design target called the Smart Kids.

The result: We did not lose a single customer. We not only maintained our proud position as America’s #1 Popcorn we grew marketshare in this very competitive category. Plus, our in-house execution cost 80% less than a traditional agency, was 15 weeks faster to market.

Working with The Marketing Arm we developed a ‘Smart’ campaign that consisted of four :15 sec spots based on the new positioning. In addition to developing the new brand strategy and vision, we created the following elements:

· Brand Identity + Brand Book

· Package Design

· Photo Library

· Advertising Campaigns

· Brand Activations