14


Summer 2018


BRANDS WE LOVE


Brands We Love: GRAZE Snack Boxes


Take a look at the first in a new series of profiles on brands whose marketing we find original, integrated, and thorough.


PRODUCT AND BACKGROUND The toughest part of brand marketing these days might be deciding which marketing channels to pursue, which to save for later, and which to ignore due to a lack of resources or because they simply don’t apply to your strategy. Social media, PR, direct mail, influencers, sustainability, product packaging, content creation—who has time for it all? Well, the marketing folks at graze snack boxes seem to. Founded in the United Kingdom in 2007 and headquartered in London, graze offers “yummy, nutritious snacks for busy days,” delivering right to your door. Graze expanded into the US market in 2013.


There are three primary ways to use graze:


you can try a subscription, browse the graze shop online, or purchase snack packs in stores. If you shop online, you have a choice of 100 different snack ideas and can even browse by flavors and food types, from chocolate to savory to popcorn to flapjacks. If you subscribe, the process is simple. First, you set up an account and tell graze what you like. Next, they personalize your box of snacks and deliver it to your door (you choose the frequency, there is no commitment, and you can cancel anytime). You enjoy your healthy snacks and rate them. Graze uses your feedback to personalize your snack boxes each time. From there, you stock up on your favorites and use graze’s online shop to find more. Graze says its snacks always fulfill three


promises: they do not use artificial colors, flavors, or preservatives; they come in controlled portions that help you lead a healthier lifestyle; and they are always nutritionist approved, with a clear benefit.


PACKAGE DESIGN AND PRINT The custom boxes, which are bright and well designed, are small enough to fit in the mail and don’t require the receiver to be home to sign for them (very convenient). They also are personalized with the recipient’s name. The boxes are made from 100% biodegradable Kraftpak from sustainable forests, use no glue for binding, and are 100 percent recyclable. The enclosed booklets are also made from 100 percent recycled paper and are 100 percent biodegradable and recyclable. We should mention that the booklets are personalized as well. Graze urges consumers to recycle the packaging when finished; a page on their website is dedicated exclusively to explaining exactly how to recycle each piece and detailing where each part of the packaging comes from. Kudos to graze for thinking through the production and design of their print and packaging!


GETTING STARTED Graze’s marketing tactics seem to tick all the boxes—if you’ll pardon the pun—and start with potential “grazers” who have yet to sign up. If you’re one of their possible fans, you may receive a direct mail postcard inviting you to sample a complimentary box of snacks. You may also find offers on sites such as freestufffinder.com or see reviews and offers on the sites of health-minded bloggers.


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