Overview: Late July Organic Snacks’ success in the natural channel led to trade offers in the mainstream convenience channel. To support the growth, they would need a robust marketing campaign positioned on a solid communication platform.

Challenge: Late July’s existing strategy identified their key brand differentiators as “natural” and “organic.” In 2007, 1 in 3 new product launches were making exactly that claim, drastically diminishing the impact of Late July’s position. Late July engaged Pure Branding to establish a more effective communication platform before launching into mainstream.

Solution: The existing Late July brand identity conjured an idyllic time and place: Summer’s end, when the world slows to a standstill, work is set aside and a warm breeze blows off the ocean. Pure Branding recognized the equity of stirring nostalgia as Late July’s most ownable attribute and leveraged it to position the brand as “the quality snacks you remember from childhood... only healthier.” An ownable position that lets shopping mothers feel good on two levels: No compromise on quality or tradition; no compromise on health for their kids.

The new positioning gave the Late July brand permission to grow and compete with icon snacks of all sorts, from Oreos to Pop-Tarts to Ritz Crackers.

Shortly after the engagement with Pure Branding, Late July secured an investment and distribution agreement with Lance Snacks, opening up their distribution and growth opportunities. Late July Organic snacks can now be found in convenience stores nationwide.