RELAUNCHING A BRAND

OPPORTUNITY

IDEA

SPM devised creative tactics to reach media and influencers and communicate Lantana’s key points of difference as “the other bean hummus,” highlighting its bright colors and inventive ingredients like beets, carrots, edamame and fruit.

Instead of a standard press mailer, SPM created a Lantana “subscription box program,” offering high-reach influencers and select media monthly previews of new products, recipes and seasonal inspirations. To increase trade show coverage, SPM offered Converse All-Star shoes in the company’s signature color – bright purple – as a means of breaking through the clutter at EXPO West. SPM also leveraged partnerships with registered dietitians for local market coverage, and facilitated brand activation around events such as National Nutrition Month.