Company: Annie's Homegrown
Location: Napa, California
Industry: Consumer packaged goods (B2C)
Annual revenue: Confidential
Number of employees: 65
This case study outlines how Annie's Homegrown used grassroots marketing to propel itself from a home-based startup selling a commodity food item—packaged macaroni-and-cheese—in small mom-and-pop natural food stores to a business with products that are sold by supermarkets in all 50 states.
The keys to the success of Annie's Homegrown?
- Grassroots marketing to build consumer demand
- Great Web site marketing
- A commitment to natural and organic foods and green packaging;
- Promotion of social causes valued by its target demographic.
To stand out in a commodity business and achieve market penetration without compromising social values—and without the benefit of a fat marketing budget.
It's difficult to build a business on a commodity product, but savvy marketing that taps into consumers' deeply held values can make it happen. Annie's Homegrown is a case in point.