Nature’s Path is a family-owned business that delivers organic and natural foods. With the goal to reposition the brand, FCB Chicago created Brother Nature who is a playful character that proves Nature’s Path products are delicious first and organic second.
The Ask
How can we use culture or earned media to turn everyday nature into a stage for delicious moments through an extension of Brother Nature?
The Opportunity
Nature’s Path didn’t want to live in the “almond mom” aisle. So FCB Chicago defined a new audience, the Organic Dabblers, who are Millennials that love bold, playful flavors but tend to skip organic brands, fearing they’re boring. Our job was to flip that perception and show that Nature’s Path is the organic brand for flavor-forward foodies.
The Problem…
Nature is calm and beautiful…but not craveable.
Strategy: The 4Cs
I began developing the strategic framework by utilizing the 4Cs: culture, consumer, category, & company.
Culture: We tapped into Millennial culture beyond nostalgia. Raised on Tiger Beat, MTV, and Jersey Shore, Millennials thrive on gossip. Scandal is their love language and a core driver of how they connect.
Consumer: The Organic Dabbler is a value-driven foodie. They crave bold flavor, inclusive options, and elevated experiences. This audience segment treats food as both identity and community.
Category: The organic aisle is confusing. Shoppers admit they don’t know the difference between “natural” and “organic.” This issue forces organic brands to lead with transparency in order to earn trust.
Company: Brother Nature is knows at the “flavor genius,” feeding into the idea that Nature’s Path products taste so good that consumers forget that it’s organic and healthy.
Above are the insights crafted for each “C.”
The Strategic Way-In
After reviewing the 4Cs framework, I began to craft our strategic way-in: Nature’s Path proves that natural can be naughty too.
This insight was the team’s north star when ideating and designing the creative work.
Creative: Granola Gate
What if eating clean felt like getting caught cheating? We wanted our campaign rollout to feel like a classic scandal that Millennials can’t resist.
Phase 1: Influencers + Stunts
Brother Nature takes over NYC popping up on local accounts and pulling stunts like eating Nature’s Path granola in Times Square. Phase 1 introduces Brother Nature to the chaos of the city and sparks instant buzz.
Phase 2: Social Media Frenzy
All eyes are on Brother Nature as he is caught eating a Pop-Tart (and not the organic kind). His betrayal to Nature’s Path is plastered on a variety of media outlets as well as pop-up tabloid stands throughout NYC.
Phase 3: The Apology
Brother Nature admits that he was eating Nature’s Path all along! He feeds into an apology-style video, admitting that he would do it all again for the attention and buzz.
The Team
Art Direction: Naomi Muuzic
Account: Parker Hulen, Rachel Ellis & Jackie Richer
Copywriting: Adriana Vazquez & Dalila Divanovic
Design: Milla Patricio
Production: Hiwot Schutz
Influencer: Sloan Nelick
Strategy: Riya Shah
Agency: FCB Chicago
My Role
Audience Development
Transforming findings into actionable insights
Developing strategic framework
Conducting 4Cs analysis
Secondary Research