Health Food Segment

ITC RIGHT SHIFT

We managed the launch of ITC's foray into Health Food segment by launching and scaling Right Shift.

The Problem

ITC was entering the clean food space with a new brand for health-conscious adults over 40. The challenge? Most players in the category looked and sounded the same. The brand needed to cut through with relevance, recall, and a strong visual identity.

Our Role

Defined the brand persona, tone of voice, and communication system from scratch. We ran a lot of A/B tests for it, ensuring we were headed in the right direction.

Designed packaging across SKUs that stood out both online and on shelf.

Created a distinctive content strategy: including skits, vox pops, and visual storytelling - “Don’t shift, just change.” being the key brand communication.

Led topical campaigns around Christmas, New Year’s, and Women’s Day with a fresh, relatable tone.

Crafted A+ and listing content for Amazon and other e-commerce platforms.

The Outcome

Delivered a brand voice and design system that became the foundation for all future communication.

Consistent organic growth on social media with reels driving high engagement and retention. We are now a 20K+ community of 40+ folks.

Portfolio Media