Grillo's Pickles

Grillo’s is the #2 refrigerated pickle in the country, and the fastest growing brand in the category, but suffered from very low awareness and an inconsistent, often conflicting, brand expression. An in-depth branding exercise resulted in a clear articulation of the brand’s uniquely differentiated positioning and a personality and voice that would drive marketing decisions and long-term business strategy. I led the organization through a series of workshops to help identify key brand benefits and articulate foundational components of Grillo's brand architecture and positioning as well as company mission, vision and values.

Having a pickle brand be a lifestyle brand offered unique opportunities for brand expression -- like an all-pickle cookbook and a Valentine's Day-themed Pickle Bouquet