Breaking down the highly-successful DTC brand NUGGS: positioning, go to market strategy, website, and more
We’re covering one of the hottest brands in DTC - NUGGS, a plant-based chicken brand. NUGGS was founded by Ben Pasternak, who started as a young, but successful iPhone app creator before starting NUGGS. NUGGS is targeting millennials and Gen Z people, using irreverent, witty, unapologetically tech-forward branding. Stay tuned as Jay breaks down NUGGS’ positioning, go to market strategy, unique audience approach. If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn. We Speak About: [00:45] About NUGGS and its founder [02:50] NUGGS unique positioning strategy and market presence [05:10] Breaking down the NUGGS website [07:15] The tech stack for NUGGS [08:35] NUGGS’ unique referral system [09:55] How NUGGS crushes email [11:05] NUGGS target audience [12:30] Where does NUGGS focus on social media [13:20] What else is NUGGS doing to grow [13:50] Key takeaways from NUGGS
DTC POD: How The Best Brands Are Built · Jay Desai
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Show Notes
This isn’t your ordinary chicken nugget
We’re covering one of the hottest brands in DTC - NUGGS, a plant-based chicken brand.
NUGGS was founded by Ben Pasternak, who started as a young, but successful iPhone app creator before starting NUGGS.
NUGGS is targeting millennials and Gen Z people, using irreverent, witty, unapologetically tech-forward branding.
NUGGS are continuously being updated, like software, by food scientists and engineers.
NUGGS uniquely describe themselves as the “Tesla of Chicken,” creating a brand identity that has never been seen before.
Their website furthers this unique identity, having only 3 options of nuggets to purchase: $34.99, $44.99, and $10,000.
NUGGS also has a beta testing, monthly subscription-based system, offering more unique ways to purchase their product.
Be like NUGGS - focus on creating strong messaging towards your specific target market
NUGGS tries to treat their customers as actual people, rather than data points.
They understand their specific market is trendy vegans/vegetarians and rich suburban moms and focuses on them.
They definitely don’t market towards everyone and it helps create strong brand loyalty.
NUGGS is big on multiple social media platforms which helps them spread their message to their specific target.
Stay tuned as Jay breaks down NUGGS’ positioning, go to market strategy, unique audience approach.
If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.
Mentioned Links:
NUGGS website: https://eatnuggs.com/
Simulate website: https://simulate.com/
NUGGS on Instagram: https://www.instagram.com/nuggs/
Medium Article: https://medium.com/the-anatomy-of-marketing/what-a-vegan-chicken-nugget-brand-can-teach-marketers-e75aa72d226
Marketing Teardown Powerpoint: https://docs.google.com/presentation/d/1JK8dJQ4bz-X4WjLZ5o2vTG7hFUrSO_UlCitMbgg0txs/edit#slide=id.g8d807f2199_0_437
GFI Article: https://www.gfi.org/wenger-manufacturing-brian-plattner
Gravity Junction Article: https://gravityjunction.com/marketing-golden-nuggets/