Opportunity:

As CORE Foods closed venture funding and expanded from probiotics bars to sweet and savory snacks, the leadership team knew it was time to find their North Star. The brand needed a positioning and personality to guide innovation and brand collaboration efforts for continued expansion in a crowded category.

Solution:

StarryEyed and CORE Foods engaged in a North Star Sprint to convey how the brand is better than the rest. We quickly mapped the competition and found most are shelf-stable meal replacements for a sugar rush and quick crash. We defined a consumer promise that raises the bar to focus on real food with a rebellious tone that finally reflects CORE’s passionate, independent personality.

Impact:

CORE Foods’ North Star inspired the rallying cry of “real food belongs in the fridge” prompting cool collaborations with Olympic snowboarder, Chloe Kim, and Alterra Mountain Company for new exposure nationwide. It also jumpstarted a B2B strategy for foodservice partnerships with like-minded companies across fast-casual and c-store categories to create new revenue channels that continue to fuel the brand.

Deliverables:

Landscape Assessment | Brand Positioning | Brand Expression | Foodservice Strategy