Happy Fruit: Gummies at your convenience

Happy Fruit had the kind of problem most brands dream of: their THC gummies were flying off shelves across America. But they had no idea why, or who was buying them.

Working with a Senior Strategist, I developed a customer survey to uncover the truth. We synthesised the responses and discovered their core audience: women over 50. I then conducted competitor research to identify Happy Fruit's difference and developed positioning that could capitalise on their target demographic.

Gummies- and cannabis in general- have become a normal part of people's grocery shop. It doesn't mean standing on a street corner. It's as convenient as picking up a pint of milk.

With this insight, I helped write the brand story, campaign headlines, and social copy that showed customers convenience and quality didn't have to be mutually exclusive. Happy Fruit's new positioning informed a complete rebrand, which rolled out across their website and in dispensaries across America, helping them connect with their audience more effectively.