Foodberry
Better Bite-Sized Snacking
National
SERVICES
Messaging Strategy
Website Direction & Copywriting
Art Direction
Public Relations
Social Media
The Challenge: Positioning a New Technology to Attract Partners and Engage Media
Developed in Harvard and MIT labs, and inspired by how nature wraps and protects fresh fruits and vegetables, Foodberry is a proprietary plant-based coating that can turn any food or beverage into a self-contained, bite-sized snack. Imagine: Real fruit wrapped around a creamy ice cream center, or your favorite smoothie turned into a portable, "poppable" snack.
After more than a decade working to create and market their own consumer-facing brand and products, Foodberry rolled out a B2B model using their patented technology to help leading brands unlock new growth in the bite-sized snacking category.
Our team helped Foodberry refine their brand messaging and positioning, develop a proprietary visual direction, raise awareness for the company and its leadership, establish credibility in the space, and attract their target partners for business development opportunities.
Messaging Strategy & Corporate Communications
When introducing a new technology, it’s critical to clearly and succinctly convey what you do, what problem you’re solving, and what makes you unique in the market in order to establish credibility with potential partners and the media.
Carbonate began by working with company leadership to clarify messaging points, and identify key value propositions that could be communicated via media outreach. Once this strategy was developed, we launched a multi-pronged public relations campaign to secure stories and thought leadership articles in trade, business and tech media.
FOODBERRY IS ON FIRE
Initial press outreach yielded coverage in outlets including Fast Company, Axios, Boston Biz Journal, Food Dive, Packaging Digest, and more. Carbonate also identified award opportunities, and submitted applications on behalf of the company, securing Foodberry a BostInno “Fire Award” and an honorable mention in Fast Company’s “World Changing Ideas” awards. Carbonate also works closely with the company’s business development team to parlay Foodberry’s attendance at industry events into media opportunities.
Visual Direction
NOURISHING, PLAYFUL, SMART & FAMILIAR
Our team developed a proprietary look and feel for the brand’s photography and visual elements that aligned the updated messaging strategy and overall business goals. Art direction for photography aimed to spotlight Foodberry’s key differentiators and position its products as nourishing, playful, smart, and familiar.
Social Media & Digital Strategy
SNACKS ARE THE NEW MEALS
A comprehensive social media strategy was developed that aims to engage B2B audiences, while establishing Foodberry’s authority in food tech innovation. We translated the brand’s new messaging and photography into impactful social content, crafting bold, attention grabbing graphics and punchy copy that would stand out in a crowded digital environment.
Our approach also included a targeted social media advertising strategy on Meta and LinkedIn, specifically designed to reach Foodberry’s key demo of industry decision-makers. This strategy allowed us to raise visibility among B2B audiences, effectively position Foodberry as a thought leader, and generate new business opportunities for the brand in the expanding bite-sized snacking category.
We also worked with the Foodberry team to revamp their website—optimizing the site navigation, drafting copy that aligned with the updated brand messaging, and implementing new photography.
