zoe nutrition has taken the cake
from branding to content marketing, zoe has gone with their gut and it’s paid off.
One-size-fits-all is ancient news in the world of health and well being. Enter, personalised nutrition.
With Zoe, Dr Tim Spector champions how understanding our own individual nutrition needs can lead to a healthier and happier body.
branding
The ZOE rebrand by RAGGED EDGE branding agency in 2022 has been instrumental in its success - transparency is what’s needed when it comes to uncovering which foods are villains/heroes, and this bleeds into their marketing mix. The company website is clean and simple, easy to use, and really sells the integrity of the product. There is an immediate sense of trust, which is integral when it comes to people fiddling around with their personal well being. The logo design is clever, witty, and subtle - important values when striking a balance of honesty and memorability. It is a ‘Z’ that is divided by an embedded tubular intestine-like squiggle. It took me a few looks to see it.
podcasting
ZOE has its own podcast series hosted by Jonathan Wolf, which sinks its teeth into interesting topics surrounding individual response to nutrition and fitness. This allows the mission of the business to be fleshed out, and supplements the customers product experience. In addition, influencer marketing has been instrumental to ZOEs success. By enlisting entrepreneur and investor Steven Bartlett, exposure to ZOE has exponentially grown. Not only has the awareness of the brand widened, but the endorsement from the critically acclaimed podcast host has given some guts and integrity to the company’s mission. Bartlett’s also has one of the leading global podcasts, on which, Dr Tim Spector (ZOE co-founder) has featured multiple times, carefully explaining the logistics and benefits of ZOE. A dream set up for instilling trust in a potential customer, from an incredibly huge consumer base (music streaming services, YouTube, Instagram).
positioning
‘POPULAR DIETS ARE GOOD FOR NO-BODY’
A crucial part of any marketing plan is making your product stand out when lined up with the rest of the market. Zoe has done this by introducing evidence based, personalised plans - to beat the “pseudo-science and over-claims, feeding progress through personalisation”.
“ZOE analyses your unique gut, blood fat and blood sugar responses to help you understand and eat the best foods for your body to improve your overall health.”