Improving relevance to a wider breadth of B2B customers, and maximizing impact

Founded with a mission to provide better meals to K-12 schools, Revolution Foods was already eyeing expansion into all age groups. The start of the pandemic provided a logical next step into citywide relief feeding and a successful partnership with World Central Kitchen set things in motion. Excitement was high internally, however, the external-facing resources did not reflect this new direction.

Partnering with the Founders and executive team I helped clarify offerings and identify key terms for both investors and sales prospects, then used those insights to develop new content and brand strategy. The related updates to website, sales materials, and overall creative assets helped secure several major B2B accounts, government contracts, and brand partnership pilots in Healthcare, DTC, and Retail.

Materials for success in new markets, while retaining core customers

Using the positioning work and content strategy, I led updates to a wide range of B2B materials and created new ones, tying everything together with consistent brand messaging. Full content rewrite of website and primary sales deck, account-specific decks and one sheets, white papers, campaigns, event materials, and more, all supported with new photoshoots to visually demonstrate food expertise fitting for a variety of markets.

Assessing market fit with pilots in DTC, Health, and Retail

As part of the brand expansion, Revolution Foods ventured into new markets through pilot partnerships with healthcare providers, private companies, and a major grocery chain. As a key member of the cross-functional launch teams I developed brand strategies, established creative frameworks, led customer testing, and coordinated with designers and copywriters to refine our approach based on testing outcomes.