CaPao: Snackifying food waste with snacks made from rescued and reimagined cacaofruit.

The challenge was to launch an two-phased pilot to generate understanding and awareness of the brand and product proposition, and demonstrate proof of concept

The strategy was to create intrigue and excitement around cacao as ‘wonderfruit’ that is typically wasted, and CaPao as the first snack to rescue and reimagine it with a new plant-powered wondersnack

The activationsincluded developing a narrative, mission, vision; creating web, social and video content; launching a kickstarter ‘test’ initiative; a hyper focused influencer campaign including a high profile ambassador, VIP event for 20+ influencers and social posts; aggressive community building on IG; and media relations

The outcomes included establishing CaPao as an future-forward, planet-first snack brand that introduced consumers to the wonder of cacaofruit; more than 20+ influencer posts/stories reaching 1.4+ million people, 360K+ content views, VIP event attendance of 20+ influencers, 150 Instagram stories and high quality media placements results in11.4M impressions