Branding |  SaaS Marketing  |  Product Positioning

Background

Cargill's Digital Business Studio wanted to make a big, effective splash with Hot Take, their first venture to cycle through and graduate from their studio. Hot Take needed to set the stage for how a 150-year-old food company can build future-first SaaS solutions.

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Challenge 

How can we turn traditional market insights on its head to help innovation teams build, test, validate, and market their ideas?

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Work

We ran thoughtful go-to-market sprints to create, validate, and scale a B2B2C brand celebrating the food future and the insights informing it. Positioned between scrappy, DIY research, and expensive, boutique solutions, we built Hot Take’s inviting brand and engaging content strategy around the benefits of a “goldilocks” approach.

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Hot Take was one of a number of ventures that came out of the Cargill Digital Business Studio. I was on a staff-augmented team that operated as the internal marketing team as the studio was scaling. I acted as the Fractional Marketing Lead on Hot Take as we built the brand, and ultimately recruited and hired the permanent Marketing Lead. 

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*The Hot Take brand identity was created in collaboration with Stacia Service

Consumer Insights Technology