The Challenge

After its acquisition, Holy Crap Foods needed a bold reinvention to stand out in the crowded functional cereal category. With competitors all making similar health claims, the brand risked blending in without a clear, compelling story

The Consumer Roadblock

"Just another ‘healthy’ cereal—too many claims, no clear benefit, and nothing that speaks to me."

Our Strategy

We tapped into a powerful insight: happiness grows in the gut. Instead of just selling digestive health, we connected it to a deeper emotional truth—the gut-brain connection. By positioning a well-nourished gut as the key to a happier mind, we transformed Holy Crap from just another health brand into a lifestyle choice.

The Solution

We brought this new positioning to life across every touchpoint:

1. Redefined the brand story to make it meaningful and memorable

2. Revamped the identity and packaging for stronger shelf presence

3. Created a cohesive brand expression to fuel long-term growth and retail expansion

The Result

A fresh, purpose-driven brand that doesn’t just fit in—it stands out.