Heluva Good!

Turning a commodity product into a flavor-forward brand

The Challenge

How do we make a commodity brand relevant to a younger demographic with very little product differentiation?

The Insight

Millennials place more value on point-of-view than point-of-difference.

The Solution

We established a brand positioning with a clear point-of-view: That you can never be too dramatic in your love of flavor. That message came to life through a series of overly-dramatic digital films and other share-worthy content.

The Results


impressions in the 10 key growth markets
drove the strongest


to date

“The New Honor Society team shows such passion and love for our brand and it pours from them every time I talk with them. Everyone on the team that has touched this brand has done so in such a beautiful, authentic way and their talents are beyond words. I’m truly honored and blessed to have such an amazing partnership with this agency team.”

Cara Nackers | Brand Manager, Schreiber Foods