How a 70-Year-Old Brand Conquered Digital
Backpacker’s Pantry is one of the world’s foremost producers of freeze-dried food used globally by backpackers, campers, sailors, extreme athletes, explorers, and the US Ski Team.
As a legacy brand, leadership knew it needed to grow its digital reach to maintain its strong position in the market. Especially as upstart and challenger brands began to compete for shelf space at key retailers and as millennial consumers began to expect a better direct to consumer experience. Parallel Path was approached to transform the brand’s marketing strategy to a digital-first approach.
Parallel Path developed a strategy that focused on creating awareness and captured demand for backpacking food prior to and during peak seasons as well as nurturing consumers towards purchase confidence. A second phase improved the consumer digital experience when engaging with the brand’s website.
At each stage of the customer journey Backpacker’s Pantry has experienced improved performance that has led to exceeding expectations in revenue growth.
True Partnership Delivers 1000%+ Revenue
With insights and consulting that goes above and beyond, early in Q1 2020, Parallel Path recognized the impending pandemic would have a significant impact on travel and camping, thus threatening the brand’s seasonal retailer and DTC revenue opportunities.
Providing strategic recommendations to develop search engine optimized content that would reach “preppers” - an audience of those who would have a high demand for long shelf-life food, the brand saw a 1374% increase in YoY revenue for the first two months of Q2 2020, driving in more direct to consumer revenue in two months than the entire previous year!
– CEO, Backpacker’s Pantry, after our first year together…
4.5 years later and we are still setting new standards of excellence.