So, how’d we do it?

1. We got really clear on who Pluck was serving and what they wanted

We took the time to research, watch, and observe Pluck’s ideal client. Through this, we learned that Pluck’s target audience were those individuals who already cared about their health. They understood that organ meats were one of the most nutrient-dense foods on the planet, but they were busy and had limited time to spend shopping and prepping meals. Not to mention, they’d never prepared a meal with organ meats in their life.

2. We crafted a compelling brand message to connect with customers

Through our research, we learned that Pluck’s target cared about both flavor and function. To support this, we crafted a unique brand message strategy that focused on the key selling points of taste, ease-of-use, and nutritional value to ensure we spoke to what matters most in each customer touchpoint.

3. We leveraged partnerships and collaborations to reach new audiences

Aside from setting up shop on key social channels, we leveraged strategic partnerships and collaborations with key partners, such as Redmond Real Salt, to position ourselves in front of Pluck’s ideal audience and build brand awareness and trust. By continuously offering value through free challenge weeks, educational resources, and giveaways, we grew the Pluck brand to serve as a fun, quirky guide along customers’ health journey.

4. We were consistent

More than anything else, the most important part of Pluck’s journey has been the fact that the team has shown up every day and done the work. It’s by consistently showing up for Pluck’s audience, consistently adding value, and consistently serving others that Pluck has been able to build a brand bigger than itself.