Paradise Spreads
Role: Digital Marketing Strategy and Design Lead
Software: Illustrator, Photoshop, Canva
Digital Marketing Campaign
About the Brand: Paradise Spreads offers plant-based, pea-powered products that satisfy the desire for both natural health and indulgence through their sweet spreads and snack packs. These better-for-you snacks are free from the top eight allergens, including dairy and gluten, and are highly allergy-friendly, with no added preservatives.
Project Goals: Create a 12-month digital marketing campaign designed to achieve a significant increase in brand awareness over the next year. The campaign will expand digital visibility across key channels for Paradise’s Sweet Spreads and Snax Pax products by targeting one B2C and one B2B audience. Using primary and secondary research, identify a positioning strategy that Paradise can uniquely own in the consumer’s mind. Implement an integrated owned and paid strategy across the most effective digital channels, and recommend a clear approach to media evaluation.
The first round required the creation of an eight-minute pitch, after which our campaign was selected among the top six out of more than 250 teams to advance to the finals and expand our strategy into a 15-minute presentation, ultimately placing third in the international competition.
Digital Campaign Overview
1. Creating inclusivity, where everyone can share moments of love, comfort, and nourishment, and find their own Paradise.
2. More than a product. Making everyday moments feel like Paradise.
Campaign Words
Inclusivity, Possibility, Comfort, Community, Love, Accessibility
Proactive, Inclusive Mothers (B2C)
The proactive and inclusive mothers are typically Millennial and older Gen Z women with children living in suburban areas. They are guided by three core values: health, inclusivity, and authenticity. They prioritize nutritious options for their family, seek brands that ensure everyone can participate regardless of dietary needs, and value genuine, high-quality products. Their shopping behavior is motivated by the need to provide safe and nutritious food that their family will enjoy, balance convenience with quality, and choose allergen-friendly options that support inclusivity. However, they face several challenges, including severe time constraints when planning meals, difficulty finding allergen-free snacks that their children actually enjoy, and the emotional fear that their children may feel excluded due to food allergies.
General Research
33 million people in the United States have allergies, including 6 million children. – Food Allergy Research and Education
1 in 13 children, or 2 students per classroom, has a food allergy. – Centers for Disease Control and Prevention
80% of Millennials prioritize health when buying family foods. – International Food Information Council
88% of people say authenticity influences the brands they choose and helps build trust. – Forbes
Primary Research
92% of respondents have or know someone with a food allergy or sensitivity.
54% of respondents say allergies or food sensitivities influence their purchasing decisions.
97% of respondents say they were unfamiliar with Paradise Spreads.
74% expressed strong interest in trying Paradise Spreads after reading a brief description and seeing the product.
Health-Focused Schools (B2B)
The health-focused school target audience consists of dedicated leaders in youth nutrition, typically serving as School Nutrition Directors in elementary or middle schools and after-school programs. They hold the authority to approve new vendors and are driven by several key goals: ensuring allergen-free and inclusive nutrition for every student, meeting federal guidelines and regulations, and fostering an environment where every child feels they belong. Despite their dedication, they face several challenges, including a lack of snacks that accommodate multiple allergens, the difficulty of balancing nutritional health with taste, and a strong need for convenient, shelf-stable food options.
Primary Research
“We look for snacks that are free from major allergens. Besides that, we try our best to ensure diversity in options, so if there are dietary restrictions, we always have a backup.” – YMCA Camp Director
“Good nutrition helps students be prepared to learn during the school day... and also keeps students healthy, which in turn leads to fewer absences.” – K-8 Public School Food Services Director
“I have many students with food allergies, as well as more choosing vegetarian or vegan... We want to be able to offer all students nutritious meals and snacks.” – School Nutrition Director
Questions Decision-Makers Ask
Does it satisfy the requirements of the National School Lunch Program?
Does it fit within our approved selling prices?
Would parents approve of the purchase, and would they purchase it for their homes if available?
Does it contain more than 2 of the major 9 allergens?
Channel Strategy Overview
Our campaign emphasizes candid, lifestyle visuals that still keep Paradise products as the hero, focusing on emotional appeal without overwhelming consumers with direct promotion. Content follows the 50-30-20 rule, where 50% focuses on audience engagement and entertainment, 30% on education and informing, and 20% on direct brand promotion, all designed to maximize awareness. Q1 focuses on launching primary consumer-facing channels, and Q2 emphasizes optimization and filling gaps identified in Q1. Q3 then shifts attention to targeting schools and after-school programs as the new school year approaches. By Q4, all channels are fully operational, with efforts centered on retargeting, relationship nurturing, and planning for the following year.
Primary Channels
Instagram: Focuses on profile and grid optimization, short-form videos/Reels, and the #ParadiseMadePossible hashtag. Content includes Stories with questions, polls, trivia, and fun facts. Paid efforts include Story, photo, and Explore ads, supported by Hummingbirds, or everyday micro-influencers.
TikTok: Leverages search-driven discovery, sensory content such as taste testing and ASMR, and trend-based formats like “Paradise 5 Ways.” The platform also supports TikTok Shop integration, recipe content, and micro-influencer partnerships.
Facebook: Features short-form owned and paid video content optimized for feed and Stories to drive reach and engagement.
Website: Highlights brand mission through “Inside Paradise,” a dedicated ingredients page to reinforce transparency and trust.
LinkedIn: Positions the brand as a thought leader through fact-sharing, articles, success stories, and behind-the-scenes content. Paid efforts include CPM awareness ads and CPC retargeting ads.
Email: Includes both B2C and B2B email drip campaigns. Emails emphasize strong CTAs and incorporate testimonials, store locators, and a referral program to drive conversion and loyalty.
Google: Utilizes Google retargeting display ads and paid search ads to capture high-intent audiences and reinforce brand recall.
Supporting Channels
Blog: “Spreadable Moments” with content like behind-the-scenes stories, educational pieces, and brand news. This channel strengthens SEO and can work hand in hand with a small PR push to local media.
Threads: Serves as a conversational, high-engagement platform with interactive content like polls and community-specific threads.
YouTube: Repurposes short-form Instagram content while hosting longer-form, authentic brand videos.
SMS Messages: Delivers timely, top-of-mind promotions that encourage repeat purchases and ongoing engagement.
Measuring Success
To measure the campaign’s success, focus on KPIs tied to awareness, engagement, and conversion. Track these KPIs at least monthly, with a full evaluation at six months to identify adjustments needed for optimal results.
Key KPIs to track include:
Impressions & Reach, Social Media Engagement, Earned Media Value
Website Traffic, Branded Search Volume, New Buyer Growth Rate
Emails Acquired, Email Open Rate, Email Click-Through Rate
Sample Requests, Wholesale Registrations, Sales