OVERVIEW
Five-time world champion boxer, accomplished author, celebrity, and global humanitarian Laila Ali sought to launch a line of natural spices and seasonings products, working with Vita Foods and Marketing for Wellness.Marketing for Wellness focused its efforts on encouraging the strategic value consumer to locate a product that adds big flavor at meal and snacking times and is good for you as well.
APPROACH:
Our strategy positioned Laila Ali’s dressings and salsas to leverage big flavors with mainstream formulations that appeal to households who crave big flavor and enjoy cooking healthy meals at home.
PROCESS
Marketing for Wellness conducted research, brand positioning, identity design, a marketing plan, a media plan, photoshoot direction, creative assets, messaging, product descriptions, and packaging design. By positioning the product line as a clean label option, we developed recommendations for healthy ingredients.
RESULTS
Our work supported business strategy in positioning the bold flavors that Laila Ali is known for alongside mainstream formulations that appeal to the Laila Ali consumer as well as households looking for healthy items with big flavor.