GetRealGetRaw was founded to give more people more access to healthy foods. The fact that millions live in “food desert” communities underscores the need for education, good food availability and funds. GetRealGetRaw pledged to give back 100% of its profits to bring fresh food and food education to people in need. Our job was to let the world know.
First, we tackled the fundamentals: a brand position and narrative to sharpen the company’s passion into a highly persuasive tool for urban upscale customers and high-end retailers who would be buying the products and funding the mission. The company’s signature product, the Groothie, was launched in a number of retail locations, and with its profits, community outreach began. Our positioning line “100% for good” put a stamp on the brand promise.
We created a website that served up all kinds of fresh ideas. Recipes, wellness videos, raw food lifestyle blogs and lots of good food education. Creating a broad coalition of GetRealGetRaw believers was critical so Mangos developed a social strategy, as well as an engagement plan that included a fully decked-out, delicious-looking truck that toured neighborhoods inviting kids to give the green stuff a try.
In one year, retail distribution tripled in size. Today, Groothies are served up in healthy restaurants in three states. They’re free at some social programs and popular at the HealthPartners Wellness Fairs. You’ll also find them at big-kid schools like Wheaton College and St. Joseph’s University, and little-kid schools in low-income neighborhoods.