mint created Feed Your Life as a rallying cry to to showcase how Vitamix can inspire Canadians to try something new in the kitchen and beyond. The platform- intended to reposition Vitamix as a lifestyle brand that champions wellbeing and culinary adventure- resonated so strongly, Vitamix adopted it as its global positioning.
Feed Your Life connected all brand initiatives across paid, earned, owned and shared. At the centre was a robust Influencer strategy that brought our rallying cry to life, expanding beyond the typical foodie lane to incorporate fitness, parenting and culture. The platform connected with Canadians increasing brand consideration and sales, creating a massive social following of 26,000+ in less than a year (all organic) and generating hundreds of millions of impressions.