Oakberry Açaí
Background
Oakberry aimed to increase awareness and position the brand as the go to “functional-food” for a holistic, health focused lifestyle through a multi-channel campaign.
The Insight
Active Gen Z’s prioritize their wellness because they view every choice as a reflection of their identity and validation of self worth.
The Problem
Oakberry was facing limited brand awareness in the US amongst Gen Z. Despite it’s strong value proposition, the brand needed to drive digital engagement and foot traffic to stores.
The Strategy
Turn Gen Z’s demand for uncompromising wellness into a cultural strategy, positioning Oakberry as a lifestyle staple through high impact OOH and authentic digital storytelling.
Our Audience
The Activez: Health and wellness focused Gen Z in search for a brand that speaks to their active lifestyle, embraces their social presence, and fills their stomachs after a good workout.
Pride in Progress
Activez take pride in their active lifestyles because it validates the choice to self improve
Our Insights
Consuming with Care
Activez stay conscious about what they consume, because making poor choices feels like a betrayal to their hard work
Berry Good All year Round
Positioning açaí as a year round superfood, Oakberry can tap into Gen Z’s continuous pursuit for wellness
Team: Charlie Goldman (Co- Strategy Lead), Angie Gonzalez (Co-Strategy Lead), Catherine Butler (Co-Creative Lead), Vinny Palmieri (Co-Creative Lead)