Rainbow Trout Granola

The Ask

Provide a rebranding strategy to introduce Rainbow Trout Granola into grocery stores within the wider Richmond-Metro community.

BACKGROUND

Rainbow Trout Granola (RTG) was founded in 2010 by eight-year-old Peter Bowles while on a family fly fishing trip. For 10 years, Peter successfully ran his homemade granola business, selling to family and friends. In 2020, when Peter left for college he handed the business over to his mother, Jakie, and her close friend, Ashley. The new and excited owners had big plans to take the business further.

THE SITUATION

Rainbow Trout Granola is a small-scale company based in Richmond, VA. The brand prides itself on its homemade and natural ingredients. As a result of its all-natural ingredients, products are sold at a higher than average price point. Most products are sold directly to the consumer by the owners, making brand awareness of RTG relatively low.

RTG wishes to move into the Richmond retail market. The brand faces the challenge of marketing a product with low brand awareness and an above-average price point against more recognized granola brands.

OUR APPROACH

Secondary research, interviews, and a survey

KEY FINDINGS

There is product confusion stemming from a lack of brand awareness.

People are willing to spend MORE on granola at a farmers market, local grocer, or health foods store.

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THE OPPORTUNITY

A complete refresh of RTG’s brand elements to modernize it and capitalize on the brand’s Richmond origin and honest ingredients to help it excel in the Richmond retail market.