Stack of Nurishh dairy-free cream cheese spread alternatives in various flavors on black background. 
nurishh

      Rebrand launched

January 8, 2024 

Stacks of Nurishh Incredible Dairy animal-free cream cheese spread containers in various flavors next to a promotional sign.

Read between the headlines

Crumpled white paper ball on black background

Click to expand brainstorm

Crumpled piece of white paper on a black background.
Crumpled white paper ball on a white background.
Crumpled white paper ball on a black background.
"First draft & feedback" text in serif font 
Concept ONE
BETTER THAN YOU COULD EVER IMAGINE

Click to expand drafts

Imagine a cream cheese alternative that’s tasty, creamy, spreadable, and all-around delicious. Now, imagine it’s also lactose-free. Sounds too good to be true, right? To us, it sounds exactly like Nurishh.

  • • Lactose-Free Made Delicious.

    •Unimaginably Good. Lactose-Free.

    •So Tasty, You Won’t Believe It’s Lactose-Free.

    •100% Creamy & Dreamy. 0% Lactose.

    •Luscious Flavor. Creamy Texture. Lactose-Free.

    •Delicious, Creamy & Lactose-Free? Believe It.

CONCEPT TWO
SOMETHING’S MISSING…

 Nurishh is tasty, creamy, spreadable… it seems like it’s got everything. But something’s missing… it’s the lactose! The one ingredient you’d never miss. Nurishh has everything you want in a cream cheese alternative and leaves out the lactose you don’t.

  • •Lose The Lactose, Find Fantastic Flavor.

    •The Cream Cheese Alternative With Something Missing…

    •Lactose: Missing. Flavor: Found.

    •Lactose: Lost. Yummy: Yes.

    •Something’s Missing… Spoiler: It’s Lactose.

CONCEPT three
savor the flavor

Option A

Option B

The rich flavor and creamy texture of Nurishh makes you want to savor every last delicious bite. And feel good about it, too. Nurishh makes it so that you can simply savor the flavor and leave out the lactose.

  • •Creamy, Delicious Delight. Lactose-Free In Every Bite.

    •Savor The Flavor Of Lactose-Free Delight.

    •Savor Creamy, Lactose-Free Flavor.

    •Savor The Flavor. Leave Out The Lactose.

    •Spread, Taste & Savor. Lactose-Free.

The client moved forward with the concept “Savor the Flavor” without revisions to the primary headline “Savor the creamy taste. Skip the lactose.”

Clients praised that it “effectively simplified the main reason to buy a cream cheese alternative, while promoting taste & texture. It will stop consumers at shelf.”

Feedback

Wooden rubber stamp with the word "APPROVED." 
“ Savor the creamy taste.
Blue approved stamp 
skip the lactose. "

Final campaign headline

Ready for retailers

“Savor the creamy taste. Skip the lactose.” became mandatory copy on various shopper assets throughout the 2024 Nurishh rebranding campaign.

Click to expand assets

Advertisement for Nurishh lactose-free cream cheese alternative with a bagel and cream cheese image.
Three mobile screens displaying a Nurishh advertisement featuring lactose-free cream cheese with text 'Savor the creamy taste. Skip the lactose.' Also includes Target logo and 'Buy Now' button.

In-store Signage

GroundTruth Digital Ads

Nurishh partnered with GroundTruth, a media platform that drives in-store visits through geo-targeting, and featured the new shopper messaging on their digital ads.

AS seen on Nurishh.com

Nurishh was so captivated by the shopper marketing headline that they adapted the language and prominently spotlighted it across various areas on their website due to it’s “perfect alignment with their brand voice.”