Nuts.com + Kopper's Unified
B2B Brand & Channel Strategy

The Challenge: Nuts.com needed to rapidly evolve their B2B brand and channel strategy after a discontinued CPG launch under their owned chocolate manufacturer, Kopper's Chocolate, and a necessary reorg that left the B2B Sales team under-resourced for the previous strategy. only enough to focus on the largest scale accounts — shifting direct-to-business e-commerce under the oversight of the DTC commercial team.

 

The Insight: The company's owned brand 

 

The Action: I conducted a thorough analysis I worked with sales leadership to develop a new channel-based strategy that organized the streamlined team around three core business units: Retail, Foodservice & Manufacturing, and Alternative. I created our segmentation strategy and 

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The Result: In just 5 weeks — and under budget — we achieved more than 1.6B impressions, more than doubling our goal of 700MM+. Our anchor Food52 partnership saw more than 10MM impressions. We secured 34 high quality earned placements including gift guides on Town & Country, TODAY, The Kitchn, Apartment Therapy, Esquire, Forbes, BuzzFeed, and more.

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Despite the 50% reduction in gifting spend, we were able to maintain the momentum gained the previous year, losing only 1.4% net revenue from gifting after an incredibly well funded year that had seen nearly 10% YoY gains in gifting.