Bolthouse Farms

Discipline

Brand Innovation

“Bulldog Drummond helped us develop a strategic brand platform that has transformed the way we look at fresh fruits and vegetables—from schools all the way to the White House. They helped spark our Fresh Revolution.

TODD PUTMAN, CHIEF COMMERCIAL OFFICER

DEFINING A PURPOSE THAT STARTED A NEW REVOLUTION
Challenge

Bolthouse Farms is one of the world’s largest carrot famers. They also have a complete line of fresh juices, smoothies and salad dressings. Facing intense competition from Odwalla and Naked Juices (owned by Coke and Pepsi) as well as the onslaught of premium juice start-ups they needed to reposition their brand to create a meaningful competitive advantage across all of their categories.

Result

We studied food trends, diving deep into the grocery store and core competencies. We looked extensively at the produce section and identified a significant gap that Bolthouse had the permission and competency to fill. We developed a passionate perspective that fresh fruits and vegetables were undervalued and overlooked. We positioned Bolthouse as the champions of “Fresh Fruits and Vegetables” and helped them literally start a revolution that unleashed their leadership team. The strategy was defined by the idea that "Bolthouse Fresh”—could bring new ideas and fresh thinking to a part of the grocery store and peoples’ lives that hadn’t seen real change in years. It positioned the brand to punch above it’s weight with a clear strategy, a new product innovation roadmap and a big idea that could mobilize the entire company. Sales have grown significantly year-on-year in each category. They’ve taken on the snack industry head on, partnered with The White House and Michelle Obama’s healthy food initiatives. Bolthouse recently sold to Campbell’s for $1.5b and it now sits at the center of a new division of the company called "Campbell’s Fresh" fueling the next chapter of “Fresh Revolution”.

Kashi
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