Bragg | Fortnight Collective

Bragg

How do you transform a century-old brand from invisible to unignorable?

You lean in to what made them iconic in the first place.

Bragg is a 113+ year old brand. It’s the market leader. They have a cult following. And at the same time, nobody thinks about them. So, we leveraged the brand’s inherent quirkiness and the insight that Bragg’s consumers have no problem with raw, unfiltered solutions that help them stay healthy—as long as they work.

The Endless Cabinet
"Wellness Soda"
Magical Gummies

The Trendy Trade In

We popped up on Santa Monica Pier on National Apple Cider Vinegar Day and let people trade us their old, trendy wellness stuff in exchange for the original wellness staple, Bragg Apple Cider Vinegar.

Years 1 & 2

In years 1 and 2, we ​​leveraged the brand’s inherent quirkiness and the insight that Bragg’s consumers have no problem with raw, unfiltered solutions that help them stay healthy, even if some people find the solution a little “weird.”
Introducing Bragg

The Results

Year 1 saw the most significant growth with +4.5% sales growth during the 1st 13 weeks of the campaign; +1.3 pts ACV market share growth vs YA; and +71% increase in first time purchasers

Year 2 continued the momentum with 18.8M impressions, +58% increase in website engagement rate, and $184K+ in total sales across 2 key retailers.

Year 3 shifted strategy and creative that led to +10.6pts lift in ad recall (Meta), 3.13% increase in brand awareness (YouTube), and +1.4M New Users

71$ Increase in first time buyers (yr 1)

58% Increase in website engagement (yr 2)

+10.6 pts lift in ad recall (yr 3)

Solely