Shredder Cheddar

strategy - graphic design - copy - package design - brand positioning

The Context:

Hull-some Foods is a woman-owned and operated company based in Portland, Oregon. The founder developed a shelf-stable, squeezable cheese snack after experiencing the limitations of sugary energy gels. The sophisticated runner wants something savory and easy. Shredder Cheddar is small, salty, and food for food’s sake. Athletes can enjoy real, non-sugary food on their grind with protein and sodium their gel competitors don’t offer. We helped our client establish a strong brand identity, create eye-catching packaging, and implement a comprehensive marketing strategy to stand out as the go-to savory option for endurance athletes.

The Insight:

Trailrunners are above sugar for the same reason they’re above pavement. They want actual food–they want some damn salt.

The Challenge:

Get Shredder Cheddar on the shelves of stores where athletes will see them. Hitting a consistent profit margin of 40% and getting that cost per unit down will mark success here. We’re talking to trail runners. They’re Millennial and Gen X parents who live on the east and west coasts. They have dogs, love the outdoors, and care about social and environmental issues. These people are health-conscious, self-motivated, and always on the go. They care about natural ingredients in their food. They find pleasure in pain. Moderation bores them. They don’t “tread” lightly. They revel in the natural elements.