Evolving the voice of your friendly grocery-and-recipe delivery service.

Since launching in 2015, Hungryroot had evolved and pivoted its product offering to become what it is today—a beautifully paired meal-planning tool and online grocery platform. Through these many iterations, the brand strategy, positioning, and messaging wasn’t telling a consistent, authentic story, and didn’t reflect what Hungryroot had become.

Broad was brought in to help define a foundational brand strategy and master tone of voice. We began with an immersive discovery, including qualitative research, workshops, and interviews. Alongside the Chief Marketing Officer, we facilitated and led a two-hour workshop with Hungryroot’s cross-discipline marketing team—spanning experts across analytics, data, creative, and customer acquisition. We held individual interviews with leadership and stakeholders including founder and CEO Ben McKean.

All discovery efforts were aimed at storymining and discovering truths authentic to the Hungryroot brand. Our strategy, inclusive of the refined mission, vision, values, and purpose, reflects who Hungryroot is today and where they’re going. Our comprehensive content guide is a robust tool used by the internal Hungryroot team to ensure consistency across all branded communications.

Photo credits: Hungryroot