Real Food Blends was founded by parents Julie and Tony Bombacino, who were inspired by their young tube-fed son, AJ, and a belief that we all deserve real food. They created Real Food Blends as a way to provide access to 100% real food meals and nutritional variety to people with feeding tubes and their families, at home or on the go.
In early 2022, LiveWorld partnered with Real Food Blends in support of their new product launch: Real Food Blends Mini, a smaller, snack-size option made from ingredients known to help with bowel function for tube-fed people.
The goal was to get new patients using real food thanks to the simplicity of RFB Mini and its ingredients drive trial by informing patients/caregivers and HCPs of the new Real Food Blends Mini product while at the same time raising the level of creative execution for the brand overall.
The goals were to:
Get new patients using real food thanks to the simplicity of Real Food Blends Mini and its ingredients.
Drive trial by informing patients/caregivers and healthcare providers about the new Real Food Blends Mini product.
Raise the level of creative execution for the brand overall.
Creating a surround-sound approach, the launch program for Real Food Blends Mini was designed to follow a user journey from awareness to consideration to action and advocacy.
Messages included an introduction to what makes this product unique, the benefits of real food, tips, and FAQs on how to get started and for ongoing use, nutritional information, and most importantly, to drive trial.
Tactics included social media ads for both patient/caregiver and HCP audiences, a landing page, and a series of emails for consumers, a photo shoot to achieve new images with appetite appeal, and a detail-aid for healthcare providers.
Traditionally, products made for a tube-fed audience focus creatively on the physicality of having a feeding tube – showing the actual tube and product use. Our perspective was to take a different approach and focus on the emotion around this journey – whether that is joy at being able to live life on their terms, or using humor to highlight the digestive challenges that tube-fed people face.
Another significant creative consideration was to add appetite appeal. Real Food Blends products are made from real food and are not formula-based, and this is a major point of difference within the category.
This was all complimented with clean and vibrant designs featuring a brand-inspired color pallet and bright photography showing emotion and authenticity to reflect the patient population – from age range to physical ability to diversity.
This is the first time a true 360 approach has been launched for the brand, and impressive results of the campaign began to show within 10 days of launch!
Website page views went up 28% with the Real Food Blends Mini landing page being the 3rd most-visited page on the site. Since the campaign launched, we saw over 200K impressions with +32% new users leading to an increased number of returning consumers, a bounce rate that continues to decrease, and an unprecedented 53% open rate of the consumer email campaign. Plus, on the healthcare provider side, there was an overwhelmingly positive response from the sales force and positive sample pick-up of trial kits.
