Being a better-for-you brand today is both easier and harder than ever before, thanks to greater competition in response to rising consumer demand. Flying Embers had all of the makings of a beloved better-for-you brand but, without a coherent strategy, the brand fragmented as it grew. Disconnected content and claims made it difficult to compete against competitors with greater clarity and conviction.

That’s where Tavern came in, partnering with the Flying Embers brand to streamline their strategy and then bring it to life through a brand-led summer campaign.

Shifting the brand from better-for-you alternative to consumer’s first choice, we centered our strategy around celebrating what brand fans love most about Flying Embers: its ability to make any moment more “Alive & Wild.” This message became our mantra and the core of our strategy, distilling the magic, mystery and adventurous spirit of this brand into a simple brand essence.

Building from this new strategy, our summer campaign centered around the feeling of freedom inherent in both summer and the Flying Embers brand. Inspired by the idea of “a window into a world where free spirits roam” our campaign “from Ojai, with love” acts like a series of postcards from a group of friends on a road trip adventure through the brand’s spiritual home in California.

Each vignette, framed by the historic arches of Ojai, transports you into the world of both this adventure and the Flying Embers brand. Creating more brand-led, aspirational content like this will ultimately help to shift consumer perception of the Flying Embers in line with our new strategy so we can overtake the competition.