A campaign brief for Q3 2025 launch
67% of snack buyers say "healthy" labels make them feel judged, not inspired.
Nielsen ShopperInsights 2024
We've built an entire category language around restriction and guilt. The problem? People don't want to be scolded by their snacks. They want to be understood.
Most common claims in plant-based snack advertising, 2024
Everyone is talking to the brain. Nobody is talking to the gut.
Verdant proprietary quantitative study, n=2,400, March 2025
60s
Hero Film
6
Platform-Native Clips
4
Metro OOH Markets
A woman eats Verdant Chili Lime chips standing over the sink at 11pm. Close on her face—tired, content, unapologetic.
"This is you, doing great."
30-second and 60-second edits. Hero on YouTube, CTV, and paid social. No guilt. No apology. Just a brand that gets it.
WEEK 1-2
Seeding
Influencer preview drops, community taste-test events
$140K
WEEK 3-4
Launch
Hero film on YouTube, CTV, owned channels
$880K
WEEK 5-8
Amplification
Platform-native clips TikTok, Reels, YouTube Shorts
$1.26M
WEEK 9-12
Activation
OOH in 4 metros, retail endcap displays
$1.12M
Millennial Women 28-40
"I'm tired of earning my food."
Primary channel: Instagram, YouTube pre-roll
Gen Z Snack Experimenters
"Healthy can be fun, actually."
Primary channel: TikTok, Reels, Shorts
Health-Skeptical Dads
"Just tell me it tastes good."
Primary channel: CTV, YouTube
Post-Diet Reframers
"I'm done with good vs. bad."
Primary channel: Podcast, display retargeting
Liquid Death
"Murder Your Thirst"
+340%
revenue growth in 18 months
Turned water into a lifestyle statement by rejecting wellness clichés and embracing irreverent swagger.
Chomps
"Meat Snacks, No Nonsense"
+180%
e-commerce lift YoY
Cut through protein-bar fatigue with zero claims, zero apology—just straightforward, permission-granting brand voice.
Permission-granting brand voice outperforms guilt-removal messaging 3:1 in our category
PROJECTED INCREMENTAL NET REVENUE
$14.2M
First 12 months at 4.2x ROAS on paid media
| Line Item | Investment | Notes |
|---|---|---|
| Production | $680K | Hero film, 6 platform clips, OOH creative |
| Paid Media | $2.1M | YouTube, CTV, TikTok, Meta—12-week flight |
| Influencer & Seeding | $220K | Micro + mid-tier, emphasis on food creators |
| OOH & Retail | $400K | SF, LA, NYC, Austin + endcap displays |
| Total Investment | $3.4M | Kill-switch at week 6 if CPA > $32 |
Green-light production and paid media by May 15
We need your approval to move into production with Thornfield Creative and lock our media buys for Q3 launch.
Next Step
Creative Alignment Workshop
May 9, 2025
Production Kick-off
Thornfield Creative
May 16, 2025
Deck prepared for Priya Nair, CMO — Verdant