Improving relevance to a wider breadth of B2B customers

Founded with a mission to provide better meals to K-12 schools, Revolution Foods was already eyeing expansion into all age groups. The start of the pandemic provided a logical next step into citywide relief feeding and a successful partnership with World Central Kitchen set things in motion. Excitement was high internally, however, the external-facing resources did not reflect this new direction.

Partnering with the Founders and executive team I helped clarify offerings and identify key terms for both investors and sales prospects, then used those insights to develop new content and brand strategy. The related updates to website, sales materials, and overall creative assets helped secure several major B2B accounts and brand partnership pilots in Healthcare, DTC, and Retail.

Materials for success in new markets, while retaining core customers

Using the positioning work and content strategy, I led updates to a wide range of B2B materials and created new ones, tying everything together with consistent brand messaging. Full content rewrite of website and primary sales deck, account-specific decks and one sheets, white papers, campaigns, event materials, and more, all supported with new photoshoots to visually demonstrate food expertise fitting for a variety of markets.

Assessing market fit with pilots in DTC, Health, and Retail

As part of the brand expansion, Revolution Foods ventured into new markets through pilot partnerships with healthcare providers, private companies, and a major grocery chain. As a key member of the cross-functional launch teams I developed brand strategies, established creative frameworks, led customer testing, and coordinated with designers and copywriters to refine our approach based on testing outcomes.

Building brand affinity with B2B partners and end consumers during K-12 closures

Revolution Foods continued to provide healthy meals during COVID-related school closures through longstanding and new B2B partnerships. Historically student and family engagement was done on-site with regional managers, but the shift to remote learning and meal pickups limited opportunities—and NSLP usage was down. Providing schools with playful materials for their pickup locations and digital assets for parent communications built stronger partner relationships, and free stickers in student meal bags supported program growth and brand affinity with end consumers.