Creative & Media Strategies for CPG Challenger Brands

Bringing Heart to the Freezer Aisle

To launch Del Corazon’s Latin-inspired family meals in a crowded frozen food category, we focused on a relatable truth: dinner is chaotic, but connection matters. Our campaign reminded families that even quick meals can create lasting moments—helping the brand stand out and win hearts in the aisle.

Debbie Curdy
VP of Marketing and Innovation
Del Corazón

Getting a new frozen food brand off the ground isn’t easy—but this campaign really helped us get Del Corazón on people’s radar. It played a crucial role in a successful first year!

Results

Selling frozen brand in its launch year

$1M+

In sales in the first year

Making Wine Flow like Beer

To launch 14 Hands’ canned wine into a saturated category, we tapped into a fresh insight: millennials drink by occasion, not category. “Grab a Wineski®” spoofed classic beer ads, positioning wine cans as the perfect pick for tailgates, hikes, and hangouts—and the brand took off.

The Drum‍

Copacino Fujikado is pulling up a cheeky stool to the bar...to prove that their canned ‘wineskis’ can be enjoyed in the same casual settings as ‘brewskis.’

Results

Canned wine in the US within 6 months

Canned wine in 7-Eleven stores nationwide

2.4MM

Earned media impressions

Pairing Wine and Recipes with AI

To drive wine sales where decisions are made—at the grocery store—we partnered with Allrecipes to match popular recipes with Ste. Michelle wines. Using a custom AI engine, each pairing included store locators and seamless list integration, turning inspiration into immediate purchase intent.

Results

13.9MM

Incremental store visits

50%

Store visit conversion

$0.02

Cost per visit

Helping Challenger Brands Outsmart Giants

We're Seattle's longest-running independent agency with 27 years of experience launching grocery, beverage and lifestyle brands. We specialize in helping challenger brands take on Goliaths and win. So if you're from Procter & Gamble, we're probably not your agency. But we appreciate you stopping by.

We’ve got a team stacked with talent, ready to help.