We were given a name, OZO, and asked to build a brand and commercialization strategy capable of making it the market leader in the plant-based meat category. The problem is, it’s a crowded space. And we needed to create a differentiated brand proposition and build trial/repeat very quickly.
“It’s OZO Good.” That became the simple, little message with the big punch. Targeting a health-forward audience looking for little things to make their lives better, we asked them to swap out one meat with OZO in their weekly menus. With design that’s easy to find and a message that hits just the right motivation, we delivered the brand’s KPIs.