Challenger Brand & CPG Expertise
27 work items
Related Work
Popeyes
The great chicken coup - How we overthrew the colonel and built a spicy empire
Mike's Hard Lemonade
From Challenger to King of Refreshment
canon
“We Stole the Show” – From Olympic Understudy to King of Imaging Innovation
Olivieri
From Decline to Everyday King
Popeyes
How a Chicken Sandwich became a cultural event, not just a menu item.
Bosch
From Trusted Technician to King of Home Innovation
Thermador
From Luxury Niche to King of Culinary Innovation
Second Harvest
We transformed Second Harvest from charity to cultural catalyst—launching a beer that started with stale bread and ended with global headlines.
Beef Farmers of Ontario
The Question That Conquered the Counter!
Beef Farmers of Ontario
From Local Gem to King of Culinary Discovery
Canon
From Challenger to Imaging King
Chicken Farmers of Canada
From Dinner Monotony to King of Culinary Adventure
Janes Chicken
From Freezer Staple to King of Family Wins
Osmows
“Hooked on Sauce” - From Sidekick Condiment to King of Sauce Obsession
Taste of Nature
From quiet legacy to King of Conscious Snacking
Catelli
From Functioning to Feeling
Catelli
From Natural Sauce to Natural Wonder
Rubicon
We love getting people to step out of their comfort zone and try something deliciously different - lychee, guava, soursop and more.
Vodka Mudshake
From Guilt-Ridden Treat to King of Unfiltered Indulgence
Zero dB
From concept to King of Mental Clarity
Ice River Green Bottle Co.
From quiet recycler to King of Closed-Loop Packaging
Rival House
From a bold challenger to King of the Sober Celebration
Hipmunk
From Underdog Startup to King of Travel Search
Molson
From Striking Decline to King of Hockey Comebacks
EAS
From Fragmented Portfolio to King of Sports Nutrition
New Roots Herbal
From Niche Supplement to King of Clean Wellness
Robert Skalli
Repositioning Robert Skalli for category leadership
FAQs
What defines a challenger brand in today’s market?
A challenger brand isn’t defined by size — it’s defined by intent. Challenger brands seek to disrupt categories, redefine expectations, or earn relevance in spaces dominated by incumbents.
What challenges are specific to food and CPG brands?
Food and CPG brands operate at the intersection of culture, habit, regulation, and distribution. Success requires clarity at shelf, credibility in messaging, and consistency across many touchpoints — all while competing for attention in crowded environments.
How does challenger strategy differ from traditional brand marketing?
Challenger strategy prioritizes focus, distinctiveness, and momentum. Instead of trying to be everything to everyone, challenger brands win by being meaningfully different and culturally relevant to a specific audience.