MeganHarvey

Campaign 01PerfectShakerRepositioning & launch

Never lose your balls.

A shaker bottle company that looked like every other gym brand, rebuilt as the one brand in the category that's actually fun.

View full brand guide 16 pages

1. 01The problem

   The company launched as Performa, just another athletic performance brand with a shaker bottle as the product, and it wasn't getting noticed. They renamed it PerfectShaker and wanted a new personality to go with it, but didn't know how to get there.

2. 02The insight

   Almost every brand in the space is selling high performance. If PerfectShaker pivoted to having fun, it could own a space nobody else was in.

3. 03The move

   I pulled a line the team used internally but had never owned, made it the slogan, committed fully to the Jester, and built every asset around it.

What happened

• WalmartLanded a major purchase order.
• +15%Direct-to-consumer sales on channels like Amazon.
• Record leadsThe new trade show banners brought in the most sales leads they had ever generated at a show.

Campaign 02Land PromiseNew brand launch

Made in Canada.

A Canadian organ supplement brand built for a consumer nobody on the shelf was talking to: the women buying for their families.

1. 01The problem

   Buyers wanted more organ supplements, but there was no Canadian option that was reliably in stock. The closest competitor, Heart & Soil, isn't made in Canada, and no one was speaking directly to this customer.

2. 02The insight

   The buyer is the wellness-conscious matriarch. Whole Foods is where she shops, and whole foods is how she eats. She wears Lululemon, does the shopping for the whole family, and wants natural supplements with real benefits that she can pick up on the same trip.

3. 03The move

   In a beef organ supplement, the health of the animal and the quality of the product come from the land. So we built the brand around her connection to the land and the farmers: a pasture-to-table story, hand-drawn cattle, kraft textures and an earthy palette, with made in Canada front and centre.

What happened

• $30KOrder on day one of the launch.
• More, pleaseSuppliers are already asking for more products to sell.
• 6 monthsAnd the brand is already expanding the line.

Campaign 03Second HarvestEvent rebrand & activation

Truck Pull Challenge.

Teams of ten race to pull a 20,000-pound delivery truck across Nathan Phillips Square to raise money for Canada's largest food rescue organization. We rebranded the event, promoted it with our own video and photography, and staged a fake protest against food waste.

1. 01The problem

   The Truck Pull's look had gone stale. It was built on a cheesy superhero theme that didn't speak to the large donors and corporate teams who make up the event. And because it was only open to registered teams, it did nothing to reach anyone else.

2. 02The insight

   Protests stop people in their tracks. If we staged one that was positive and cheeky instead of angry, we could use that instinct to pull passersby into the event instead of pushing them away.

3. 03The move

   We rebranded the event for its corporate audience and promoted it with our own video and photography. We added a market and a fake tattoo booth that were open to the public, then staged a positive protest against food waste outside, with signs like “Honk if you love food.” People honked, cheered and came in to see what was going on.

What happened

• ~1M mealsRaised by the event, enough to fund nearly a million meals.
• Still runningThe event still runs on the brand we built.