smul

smul is a health food brand owned by in2food, a major private label food manufacturer that supplies product to Woolworths, M&S, Woolworths Australia, PepsiCo, and more. smul's mission is to simplify eating well for people, from busy parents or professionals looking for convenient yet healthy meals, to pro athletes who are hyper intentional about what they eat.

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We were tasked with putting together the digital go-to-market strategy, launch creative material across design, photography, and videography, and their influencer strategy too.

We made a lot and solved several problems. The first major problem our team solved was how to speak to the target audience. What makes smul unique is its an optimal meal solutions for busy parents as much as it is for athletes, and communicating (and segmenting) that breadth was key, by holding up a mirror to the people we're speaking to.

The product's packaging is beautiful, so showing that in its best light was critical as wel.