Defining a purpose that started a revolution
What We Did
- Strategy
- Positioning
Challenge
Bolthouse Farms is one of the world’s largest carrot farmers. They also have a complete line of fresh juices, smoothies and salad dressings. Facing intense competition from Odwalla and Naked Juice (owned by Coke and Pepsi) as well as from an onslaught of premium-juice startups, Bolthouse Farms needed to reposition its brand to create a meaningful, competitive advantage across all of their categories. They brought in Bulldog Drummond as partners to help with the challenge.
Result
We studied food trends—diving deep into the grocery store experience 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 start a revolution that unleashed their leadership team. The strategy was defined by the thought 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. With a clear strategy, a new product innovation roadmap, and a big idea that could mobilize the entire company the brand was positioned to punch above its weight. Sales have grown significantly year-over-year in each category. They’ve taken on the snack industry head on and partnered with The White House through Michelle Obama’s healthy food initiative.
“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
Bolthouse sold to Campbell’s as a platform business for $1.5B and sat at the center of a new division, Campbell’s Fresh, fueling the next chapter of the Fresh Revolution.
