The Greater Knead
The Greater Knead
Allergen-Friendly Soft Pretzels, Bagels, Chips & Flour
Problem/Challenge
Position an under-funded challenger brand experiencing heavy volatility after >10 years in business and innovate, reformulate, rebrand and focus on attracting new and repeat consumers to become more profitable or be acquired via new investors.
Solution
Hired to audit and recommend Marketing frameworks implementing performance marketing scaleable solutions, rebrand packaging, innovation, impement Shopify site and oversee paid acquisition for DTC and USA grocery retail channels and food service. Received its first national authorization at Sprouts Farmers Market for Spicy Buffalo Pretzel SKU and led to an acquisition of company.
Results/Achievements/KPIs
Generated 500 Million PR impressions via memorable editorials, reviews, shop lists, and features.
Led pretzel innovation for national sales distribution of Spicy Buffalo Pretzel authorization at Sprouts’ Market.
Doubled conversion (0.8% to 1.7%) w/ new Shopify DTC site, including +50 blogs, +100 recipes, video &
photoshoots, paid social, google ads, PR, Influencer, TT, IG, Meta, Pinterest, Affiliates, Google Shopping, etc.
Optimized Klaviyo flows increasing email open rate 5%, and grew opt-in email database 50% in 1 year.
Directed portfolio package refresh (Launched at Expo West) Showcasing 15% sales lift L12wks yoy
Grew Instagram engagement rate >50% and community >20% via fun and engaging Canva digital and video
assets, influencers, recipe photography, UGC with smart copywriting.
Led Shopify launch in conjunction with soft pretzel innovation (30 total SKUs) & 200 web pages.