Stacking product messaging x recognition to become an industry leader

Venessa Stonehouse and I go back a few years; four, to be exact. Before I became a huge fan of her products at Mindful FÜD, I did some pro-bono writing for her company to build up my portfolio. In 2021, I invited her to take part in my book, but it was too early in the business then.

Mindful FÜD made major headlines this year, so I thought it was timely for Venessa to share the company’s marketing success story.

Riding the recognition wave

Mindful FÜD’s most recent marketing campaign was centered around its BeeMindful Hunnie product line and was a game-changer in building brand awareness and driving momentum.

Its goal was to increase sales, visibility, and establish the company as an industry leader, leveraging the string of accolades it had received in 2024, including being voted one of Canada’s Emerging Leaders by The Peak and winning the Going Green category in Canada Post’s Tales of Triumph contest.

Goals:

1. Boost product sales for BeeMindful Hunnie and BeeMindful Hunnie Hot, its sustainable honey alternatives.
2. Leverage recent accolades and achievements to strengthen its market position.
3. Expand brand recognition with a sustainability-driven audience.

Where it began

Venessa says: “We were riding a wave of recognition, being nominated as the winner of the Going Green category in Canada Post’s Tales of Triumph contest, and being a Launch Pad finalist at CHFA West 2024. With so much buzz around our brand, we wanted to translate that momentum into a targeted campaign that increased sales and strengthened our loyal customer base.”

Tactics used in the campaign

1. Media Outreach: Following its success in Canada Post’s Tales of Triumph, Mindful FÜD used press releases and media outreach to share its story, focusing on its sustainable mission of rescuing apples and protecting bee populations.

2. Social Media Campaigns: The company highlighted its awards and sustainability focus through creative Instagram posts and reels, showcasing BeeMindful Hunnie and BeeMindful Hunnie Hot in recipes, eco-friendly lifestyle posts, and behind-the-scenes looks at its sustainable practices. It used the recognition as validation of its efforts.

3. Email Campaigns: Mindful FÜD launched a newsletter campaign that focused on telling the story behind the awards and recognition it received, explaining the value of its products, and encouraging customers to support a brand that’s leading the charge in sustainable food production. It emphasized its accolades to build trust and loyalty with both existing and new customers.

4. Sampling and events: The company participated in key local events and in-store demos, tying them into its accolades. It partnered with restaurants and retailers to showcase its products, using the recognition as a key talking point to drive curiosity and sales.

Total campaign spend: $0

Check out the video by Canada Post:

Mindful FÜD’s campaign demonstrated the power of aligning product messaging with the awards and recognition it received, further establishing the company as an industry leader in sustainability, innovation, and impact.

Results

• 35% increase in sales for both BeeMindful Hunnie and BeeMindful Hunnie Hot during the campaign period
• Increased social media following by 15%, with high engagement rates on posts centered around accolades and sustainability message
• Secured multiple new retail partners, eager to showcase the award-winning products on shelves (I saw them at The Soap Dispensary last month—whoop!)
• Email campaign had an impressive 63% open rate, driving traffic to the website and leading to increased conversions
• Journey highlighted in a Plant Based News feature, showcasing BeeMindful Hunnie and the positive impact it’s having on food waste and bee population preservation
• Venessa was interviewed for the first time for the Her CEO Journey podcast
• Profit Reimagined published a blog titled “Why Every Business Needs a CFO for Effective Financial Growth Strategies” and included the company
• Featured in North Shore News, The Squamish Chief, Vegan Women Summit and CBC Radio’s North by Northwest, further amplifying the brand’s story and highlighting its commitment to sustainability and innovation.
• Recognized in The Peak‘s Emerging Leaders of 2024

Imagine what the company could do with an actual marketing budget! Congrats Venessa and Mindful FÜD!

Check out past vegan marketing success stories on Louis Capet XVII and Planted Expo.

Need to take marketing off your plate so you can focus on other aspects of your business? Read more about my services here and contact me if you’re ready to begin!