Overview
Noble West relaunched Roastables as a modern, convenience-first solution for busy households, reframing it from a niche value-add item into a must-have mealtime shortcut. The integrated campaign aligned packaging, messaging and media to drive awareness, trial and seasonal sales lift across priority retail markets.
Challenge
Roastables had strong product fundamentals but lacked a cohesive narrative and consistent shelf presence. Packaging felt fragmented, messaging leaned functional and the broader portfolio wasn’t unified under a clear direction. As OMF expanded distribution and prioritized key retailers, the brand needed a sharper go-to-market strategy that connected with both its core “Natural Nourisher” audience and younger growth segments. The objective was clear: modernize the product’s look and voice, strengthen retail sell-in, and support Fall/Winter velocity through integrated communications.
Strategy
Life’s Too Short For Slow Prep. Roastables became the mealtime cheat code. The concept reframed convenience not as a compromise, but as confidence — chopped, seasoned, ready-to-roast vegetables that let busy consumers win dinner in 20 minutes. From packaging headlines like “Take the Credit” to digital extensions and paid creative, the relaunch centered on reclaiming time without giving up quality. The tone balanced authority (premium produce) with approachability, inviting shoppers to skip prep and keep the praise. In February 2026, launched a 5-month integrated paid media campaign across priority geographies with a $1.5MM investment. A holiday focused paid social campaign (12/15 - 12/26, Instagram & Facebook) delivered: 1.39% CTR, outperforming Meta Food & Beverage benchmarks (0.80%–0.90%) by up to 74%. 3,990 high-intent link clicks driven during the seasonal launch window. Engagement rates of 1.5%–2.1%, exceeding produce industry norms by up to 31%. 287,708 impressions delivered to 228,561 unique users, efficiently reaching priority retail markets.
