challenge + solution
Pulp+Wire was excited to guide the legacy brand through the digital space. A plant-powered pioneer in its category, having launched in the mid-’90s, Dr. Praeger’s Purely Sensible Foods’ digital space was dated, having been a step-and-repeat for quite some time neither swaying nor speaking to either targeted audience. Yearning to engage with more savvy consumers as well as younger consumers, the sensible veggie brand worked with us to rethink their digital roadmap, TOV, and overall vibe to be more fun, vibrant, and forward-thinking for the category.
The new look Pulp+Wire rolled out is bold, unique, full of attitude, and not what you would expect from the average veggie burger brand. We didn’t shy away from playing with color, props, patterns, and all things eye-catching and drool-worthy. We turned the championed veggie burger, and other Praeger’s products, into superheroes on their own journey to surprise and delight in new meal mash-ups, creative settings, and inspiring twists.