DTC Podcast

DTC Podcast | Ep 517: How Back to Nature Repositioned Away from “Plant-Based” to Drive Shelf Velocity

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This episode dives deep into how a major global brand (Barilla) reimagined Back to Nature with a bold rebrand strategy anchored in nostalgia, joy, and simple ingredients. Hear why shifting from a plant‑based tagline to a “Better‑For‑You Remix of Classics” helped unlock broader consumer appeal, fortified by skinnier SKU range and sharp creative decisions.

Key Highlights:

  • Research-driven decision to ditch front‑pack “plant‑based” in favor of taste-first appeal.
  • Bold creative overhaul: retro‑60s packaging, high brand recognition risk managed.
  • Category insights:
  • Cookies: flavor, new formats fuel impulse purchases.
  • Crackers: better‑for‑you, snackable formats are gaining share.
  • Marketing strategy: OTT launch, digital/social, plus in‑store velocity tracking.
  • Brand building lessons: leverage heritage, memory structures, stay distinctive (per Byron Sharp).

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    Timestamps:

    00:00 – Why Back to Nature Needed a Total Rebrand

    02:55 – Barilla’s Acquisition and Strategic Goals

    06:10 – Andrea’s CPG Background and Role in the Brand Relaunch

    10:45 – Why “Plant-Based” Was Hurting the Brand

    14:30 – Unlocking a Distinct Brand Identity with Joy and Nostalgia

    18:00 – Managing Risk and Shelf Recognition in a Full Redesign

    21:20 – Balancing Better-for-You Messaging and Simplicity

    23:50 – The Role of OTT and Digital in Brand Awareness

    26:15 – Staying Focused vs. Chasing Trends at Expo West

    30:00 – The Evolving Role of Ecommerce and Amazon

    32:10 – Lessons in Bold Branding and Distinctiveness from Byron Sharp

    Hashtags:

    #DTCmarketing

    #CPGbranding

    #RetailRebrand

    #FoodMarketing

    #BrandStrategy

    #ConsumerInsights

    #PackagedGoods

    #MarketingLeadership

    #BrandPositioning

    #EcommerceStrategy

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