Nutraceutical Discoveries Inc. (NDI) approached GrassRoots Marketing (GRM) in mid-summer of 2008 with a new product to launch. The product, called Innutria, is an all natural ingredient, made up of nutrients that when added to a food or beverage can have tremendous health benefits. After many years of research and testing, the developer knew that Innutria could make an impact in decreasing obesity in our nation. The challenge NDI gave to GRM was to launch Innutria…within 3 months. NDI had their eye out on the upcoming annual International Food & Beverage Trade Show in Las Vegas and it was where they wanted to let the world know about Innutria.

Within in a couple of days, GRM had completed a shortened version of our Strategy Session so we could get to know the history, the goals and vision of Innutria and who is the customer we are trying to reach. GRM started working feverishly on building the foundation of the product.  Within the first month, the logo and brand identity was created with a color palette that conveyed the natural tones associated with the product. As the logo was being completed, GRM had begun to develop the plan for the website, which would be the primary catalyst for building Innutria’s brand. In addition, the tradeshow booth, collateral materials and DVD were in its first stages of development.

GRM came up with a concept for the media kit to be a multi-tasker. This piece needed to stand out and grab the attention of those that would receive it at the show and most importantly, via mail.  In addition to the design and unique layout of the piece, we added a one color design to the large envelope as well. It tied in well with the design on the media kit, but in a subdued way and low cost for printing. The media kit included background information on the product, a DVD featuring the creator of Innutria, a back pocket for the one-pagers and contact information.

GRM’s main objective was to have all the marketing materials build brand recognition for Innutria. With this in mind, we carried over the imagery thru the website, media kit & tradeshow booth. By the time NDI landed in Las Vegas for the big show, Innutria was ready for its debut. The response was tremendous at the show and many offers came to the table. Ultimately, GRM successfully prepared NDI for the launching and made Innutria look like a strong, successful brand within 3 months. In fact, a few months after the trade show, GRM was awarded an ADDY for Brand Multimedia Campaign based on the marketing materials & website we created for Innutria.