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

<p>To Subscribe to DTC Newsletter - <a href="https://dtcnews.link/signup" target="_blank" rel="noopener noreferer">https://dtcnews.link/signup</a></p><p><br></p><p>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 &quot;Better‑For‑You Remix of Classics&quot; helped unlock broader consumer appeal, fortified by skinnier SKU range and sharp creative decisions.</p><p><br></p><p>🔍 Key Highlights:</p><ul><li>Research-driven decision to ditch front‑pack “plant‑based” in favor of taste-first appeal.</li><li>Bold creative overhaul: retro‑60s packaging, high brand recognition risk managed.</li><li>Category insights:</li><li>Cookies: flavor, new formats fuel impulse purchases.</li><li>Crackers: better‑for‑you, snackable formats are gaining share.</li><li>Marketing strategy: OTT launch, digital/social, plus in‑store velocity tracking.</li><li>Brand building lessons: leverage heritage, memory structures, stay distinctive (per Byron Sharp).</li></ul><p><br></p><p>Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Sign up for a quick demo today to get 50% off and unlock a guaranteed 4x+ ROI: <a href="https://www.instant.one/lp/dtc-podcast?utm_campaign=podcast?utm_campaign=writeup&episode=14" target="_blank" rel="noopener noreferer">instant.one/dtc</a></p><p><br></p><p>Timestamps:</p><p>00:00 – Why Back to Nature Needed a Total Rebrand</p><p>02:55 – Barilla’s Acquisition and Strategic Goals</p><p>06:10 – Andrea’s CPG Background and Role in the Brand Relaunch</p><p>10:45 – Why “Plant-Based” Was Hurting the Brand</p><p>14:30 – Unlocking a Distinct Brand Identity with Joy and Nostalgia</p><p>18:00 – Managing Risk and Shelf Recognition in a Full Redesign</p><p>21:20 – Balancing Better-for-You Messaging and Simplicity</p><p>23:50 – The Role of OTT and Digital in Brand Awareness</p><p>26:15 – Staying Focused vs. Chasing Trends at Expo West</p><p>30:00 – The Evolving Role of Ecommerce and Amazon</p><p>32:10 – Lessons in Bold Branding and Distinctiveness from Byron Sharp</p><p><br></p><p>Hashtags:</p><p>#DTCmarketing</p><p>#CPGbranding</p><p>#RetailRebrand</p><p>#FoodMarketing</p><p>#BrandStrategy</p><p>#ConsumerInsights</p><p>#PackagedGoods</p><p>#MarketingLeadership</p><p>#BrandPositioning</p><p>#EcommerceStrategy </p><p><br></p><p>Subscribe to DTC Newsletter - <a href="https://dtcnews.link/signup" target="_blank" rel="noopener noreferer">https://dtcnews.link/signup</a></p><p>Advertise on DTC - <a href="https://dtcnews.link/advertise" target="_blank" rel="noopener noreferer">https://dtcnews.link/advertise</a></p><p>Work with Pilothouse - <a href="https://dtcnews.link/pilothouse" target="_blank" rel="noopener noreferer">https://dtcnews.link/pilothouse</a></p><p>Follow us on Instagram &amp; Twitter - @dtcnewsletter</p><p>Watch this interview on YouTube - <a href="https://dtcnews.link/video" target="_blank">https://dtcnews.link/video</a></p>