Heluva Good! had an identity crisis. Having long been known for an irreverent sense of humor, there was concern that they were losing touch with the quality differentiator that made them stand out in the market and with the Gen X mom audience where category growth was happening.

Further complicating the matter was tough competition from other category leaders and a general drop in the dairy dip segment. They needed to go back to what really differentiated them, and that is all a matter of good taste. “Always made with real milk & cream, never oils or water.” Unlike many competitors, Heluva Good! dip has quality and flavor people love to enjoy and share with friends and family. All we had to do was make sure that message genuinely came through.

Sharing the ‘luv for North America’s most delicious dairy dip

All Work