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Nature's Path

Ran UK marketing function in conjunction with the Eurobrands brokerage helping Vancouver's Nature's Path make the transition from health sector also‑ran to supermarket darling & GF standard bearer. Despite impressive North American profile (largest independent producer of organic cereals) and unrivalled organic reputation at home, Nature's Path faced barriers in UK:

Solution & Execution

We became first marketplace to champion a 'country specific' identity: communication channels, packaging, press ads, exhibitions, social, PR, 3rd party sponsorships whilst flipping hierarchy of messages so that GF (not organic) became the lead message.

We forged strong ties with Coeliac UK/hastened our UK acceptance, won awards (Taste, New Product & GF), aligned closely with Waitrose (bespoke press push, npd) and entered indulgent sectors (Nice & Nobbly granolas and Hot & Steamy porridges) challenging the outmoded misconception that 'guilt‑free was taste free.' Backed light‑hearted initiatives (World Worm Charming Championships & Eco Trike), underpinned our commitment to better soil/better environment and we led improving choices for GF kids.

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