MadeGood Brand Awareness Campaign
MIGUEL HIRALDO
MadeGood Brief Key Points
What are we trying to accomplish?
With low brand awareness and increasing competition, our task is to help people become familiar with MadeGood and see the value that our snack products bring to the lunch box.
Who are we trying to engage?
Parents with elementary/primary school-age children 6-12, who try especially hard to have their kids eat nutritious, natural food. This is a real challenge given most children are picky eaters and parents have a lot on their plates.
What insight do we have about them?
As much as I find packing school lunches to be a chore, making sure my kids are well taken care of for the day is important to me. I simply can’t help putting great care into their lunch box.
What is the single most important thing we need to convey?
The thoughtfulness you put into making their lunch, we put into making our snacks.
Why should people believe us?
● MadeGood products provide substantial nutrition from organic ingredients and real vegetables (spinach, broccoli, carrots, tomatoes, beets, shiitake mushrooms), delivering 20% of the daily value of key nutrients and essential vitamins.
● Comes in a variety of delicious flavors and formats kids love, including granola bars, granola minis and rice crispy squares.
What is the brand’s personality?
Optimistic | Down-to-earth | Innovative | Caring
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Posted Nov 6, 2025
Campaign takes aim at the key back-to-school period, while tapping into the care that parents put into making their kids’ lunches. 4% lift in brand awareness.
