Project Description

Targeting Consumers Drives Engagement & Success

Business Portfolio & Strategies

The Challenge

A mom with a picky eater had a problem to solve – how to get her son the nutrition he needed in great tasting snacks he’d actually eat. She couldn’t find anything so she created her own solution. LuckyBars taste great, are high in protein, have less sugar than alternatives, are loaded with clean ingredients and free of all the bad, artificial stuff found in so many other snacks. Key accounts are interested in the product, beginning to make commitments and distribution could significantly blossom nationwide at any moment. How do we ensure consumer awareness and demand for LuckyBars delivers retail success?

The Strategy

Together with the LuckyBar team, we developed an in-depth and comprehensive understanding of our targeted mom and her children. We dug deep to learn where she shops, how often she buys snacks, what influences her choices and many other key decision factors. We developed a go-to-market strategy to appeal to our target and achieve our objectives:

  • Building awareness through social channels, earned media, partnerships and loyalty programs
  • Supporting distribution with local media, PR events and in-store demonstrations
  • Generating consumer relevance using endorsers in various segments – celebrities, special interest groups, health & wellness gurus and subject matter experts including nutritionists, nurses and teachers

The Results

LuckyBars are enroute to stores now, so look for an update on progress soon!

Endorsements

Mary Ann’s leadership and vision not only provided stability and collaboration for a diverse set of business units and brands, but also set a direction that allowed growth and innovation to take place.

Rich Lyons, Capgemini

Mary Ann brings teams of diverse experience and discipline together to effectively create disruptive ideas, align on priorities and deliver results through collaboration, empowerment and resourcefulness.

Mark Johnson, Innosight

Mary Ann provided the leadership critical to building a new business, from the ground up, within the existing corporate infrastructure- not an easy accomplishment in a Fortune500 company!

Bryan Janeczko, Loeb.nyc

Perhaps Mary Ann’s strongest attribute is her ability to work with large teams and find a way to inspire change and results.

Mike Fagan, President, Domtar Personal Care

Mary Ann has a unique ability to provide real strategic vision to any business challenge; in particular, she understands how to lead organizations in creating and implementing innovative new business models and transformative growth initiatives.

Mike Docherty, NextBig

Mary Ann is a “thinker” and a “doer”, which is a rare and valuable combination in my experience.

Glen Waisner, Catalyst Consulting Partners, LLC

Mary Ann has become an extension of our leadership team providing ongoing mentorship to our global marketing leadership

Mike Fagan, President, Domtar Personal Care

In all cases, Mary Ann provided leadership, insight and unwavering focus on consumers and their needs.

Glen Waisner, Catalyst Consulting Partners, LLC

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