#treatyourself PURITY FACTORIES Services includeStrategic Consultation, Creative Planning and Concepting, Digital Pre-roll, Web Development, Print, Online, Social Media Marketing ChallengeMore than a food manufacturer, Purity Factories is a beloved institution in Newfoundland and Labrador. This maker of cookies, biscuits, candies and more is essentially part of the fabric of Newfoundland food culture, but their image was becoming dated and increasingly associated with the past and an older generation. And their brand was falling prey to food fads and changing attitudes. Purity needed a fresh approach that put its products top-of-mind for young and old alike, across all demographics, positioning the company as an everyday go-to source for snacks and treats, and not just something enjoyed on holidays or visits to grandma’s house. Essentially, Purity needed to move from the realm of nostalgia back to its original place as consumers’ first choice. Purity needed to move its brand from the realm of nostalgia back to its original place as consumers’ first choice. StrategyIn a sea of options for snacks and sweets, Purity’s products needed to stand out. We developed an irreverent and humorous approach under the tagline “Treat Yourself”. The strategy focused on reinforcing Purity products as an excellent choice for treats and snacks, and that consumers should treat themselves to something good, without compromise. Bucking trends, we boldly proclaimed the fact that Purity products weren’t low-carb, gluten-free, etc. In essence, Purity’s new position was a confident proclamation to a wider audience– Purity products are an indulgence you deserve. ExecutionThrough billboards, digital ads and a hugely entertaining social media presence including recipe videos, Purity’s reputation for quality and taste was communicated to a larger audience, while reinforcing the idea that consumers should accept no substitutes or compromise when it comes to their snacking habits. ResultsReaction to Purity’s new position was, and continues to be, extremely positive. Rather than being seen as old fashioned, Purity is now part of the food conversation for a much larger audience. Product sales increased, and Purity has gained over 10,000 followers on social media. PURITY'S SOCIAL VOICE HAS AN ENGAGED AUDIENCE WITH OVER 10,000 FANS.