Noodles, Gooder.
How we helped to launch one of the fastest growing CPG challenger brands.
CLIENT: GOODER FOODS, INC.
Goodles (Gooder Foods, Inc.), a brand new line of delicious and nutritious bean-based pastas, needed to establish a strong social media presence from the ground up. As their Head of Social Media Launch, Liz Birnbaum of Wolf Peach Creative had the task of generating excitement and building a loyal following for this innovative product.
The Solution:
Working with the Goodles team, we developed a comprehensive social media strategy that focused on:
Compelling Content: Creating engaging social media content that showcased the versatility, taste, and nutritional benefits of Goodles products.
Rapid Audience & Community Building: Fostering a sense of community by interacting with potential customers, responding to comments, and encouraging user-generated content.
Strategic Partnerships: Collaborating with relevant influencers and food bloggers to reach a wider audience.
PRODUCT PHOTOGRAPHY
HEAD OF SOCIAL: LAUNCH
CAMPAIGN CONTENT CREATION
Looking up from the sidewalk, you can’t miss which building has the urban farm on top. The rosemary cascades over the roof’s edges, the buckwheat blooms with bushy abandon, and the hedgerows are an unmistakably verdant green beacon against the blue Berkeley skies.
“There’s a lot of life up here,” observes Joanna Letz, founder of Bluma Farms, as she looks out onto the sparkling San Francisco Bay and Golden Gate Bridge from her rooftop perch. Her farm is a remarkably verdant quarter acre in downtown Berkeley and she’s right about the amount of life: her mid-city high-rise rooftop farm is attracting beneficial bees and hummingbirds with its hedgerows, ever-changing array of organic cut flowers, and culinary herbs which wind up on the tables at local farms and restaurants.
“There’s a lot of life up here.”
— Joanna Letz, Bluma Farms.
Sitting at multiple heights, her farm is perched atop the sixth and seventh floor rooftops of this mixed use residential building, providing visual eye candy whether you’re looking up from the street, standing in the middle of a patch of vibrant zinnias and night-fragrant nicotiana, or flying above for that bird’s eye view with a drone.
Letz has been in agriculture for 15 years, first apprenticing with the late and truly great “Amigo” Bob Cantisano, an organic pioneer. After growing for four years on acreage in Sunol, Letz began hearing the call to commute less and provide her labor of love closer to her hometown, Berkeley. She also keeps organic principles close to her heart: “I learned how to farm with organic practices as the foundation, so it’s always been a core part of my farming career and a core value. As far as [organic for] marketing — truth is people don’t care as much when it comes to flowers. I personally think it’s important so I’ve been committed to farming organically and being certified.”
As the largest rooftop farm on the West Coast, Letz’s ambitions match her deeper purpose around connecting people with organic products. And since the U.S. imports 80% of its cut flowers, she rally-cries “buy local flowers!” and asks us all to rethink what we could do with the many rooftops which remain empty.
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