The GFB was founded in 2010 by two brothers hoping to provide quality gluten-free options. As a certified B Corporation, the company focuses on social and environmental responsibility through its zero-waste facility and local employment. A survey of 40 shoppers in Ann Arbor found mixed preferences for the company's brown and white packaging designs. To better market its products and mission, the consulting firm recommends improving the in-store experience, running a targeted digital media campaign featuring platform ambassadors, emphasizing the company's sustainable practices and community support in messaging, and creating a rewards program to incentivize brand loyalty.

1. 180 DEGREES CONSULTING 1
COMPANY INTRODUCTION
Two celiac brothers, Marshall and Elliott,
introduced The GFB to the market in 2010,
hoping to counter the lack of simple, quality,
high protein gluten-free options available.
Founded By Gluten-Free Brothers Certified B Corporation Locally Owned & Facilitated
Companies that meet the highest standards of
verified social and environmental performance,
public transparency, and legal accountability to
balance profit and purpose.
The GFB prides itself as a company focused on
bettering the world. Manufacturing their
products in a zero-waste facility, they provide
local employment while maintaining quality.

2. 180 DEGREES CONSULTING 2
SURVEY RESULTS
We visited 7 stores within Ann Arbor and surveyed 40 shoppers from different demographics - these were our findings.
“It stands out, brown
gets lost in the shelf.”
“White is ‘tried and
true.’ Doesn’t look like
it’s trying too hard to be
healthy.
“Earthy, looks natural.”
“Eye drawn to it.
Brighter. Cleaner.
Brown is dull.”
“Brown looks more
natural. White pops off
shelf but doesn’t look as
healthy.”
“Looks better with font.”
“Organic-looking.”
“Easier to read.”

3. 180 DEGREES CONSULTING 3
MARKETING STRATEGY
How should GFB better market their products and company?
To reinforce marketing strategy, we
must also improve the in-store
experience for our consumers
IN-STORE EXPERIENCE
TACTIC 1
Improve brand reputation and
strengthen the message to
consumers
DIGITAL MEDIA
CAMPAIGN
TACTIC 2
Realign company & consumer
standards by emphasizing positive
practices as a B-Corporation
COMPANY VISION
TACTIC 3
Increase consumer retention and
improve ratings by giving rewards
for shoppers
BRAND LOYALTY
TACTIC 4

4. 180 DEGREES CONSULTING 4
DIGITAL MEDIA CAMPAIGN
Employ platform ambassadors to target Generation Z
Creative & interactive platform;
Coralie Anne, Marnie Goldberg
YOUTUBE
Easy for collaborations;
@BeckyExecell, @GFBlogger
INSTAGRAM
Latest and most popular trend;
@HannaLeeMarie, @Loopie_Luka,
TIK-TOK
Wider age range;
@againstallgrain, @pinesfoods
TWITTER
Market: Generation Z
Take advantage of this
time of increased online
presence to target Gen Z
?
• Platform ambassadors who are
GF or do food/snack reviews
• 86% of Gen Z consumers
look at user reviews
• Most parents still purchase
snacks for kids under 18
• Traditional channels to
influence parents
Targeted Marketing

5. 180 DEGREES CONSULTING 5
COMPANY VISION
Emphasize good business practices in marketing campaign to align values with consumers
Sustainable
Practices
Certified B-
Corporation
Support of Local
Community
Addition of
Local Jobs
InternalFactorsExternalFactors
“For the people, for our planet, and for total prosperity”
“GFB will put your mouth at ease”
“GFB will make you jump with glee”
“GFB: The Best Snack Guaranteed”
“The Gluten Free Bar is the best by far”
SLOGAN SUGGESTIONS

6. 180 DEGREES CONSULTING 6
BRAND LOYALTY
How can we incentivize consumers to stick with GFB?
1
2
3
REWARDS RETENTION
REWARDS PROGRAM
● Model rewards program after
other pre-existing programs
● Model rewards program after
raffle system, offering entries
to raffles for GFB products
REFERRAL DISCOUNTS
LONG TERM
● Highlight (potential) long-term
benefits of consuming GFB
products
● Emphasize room for growth
within company