The brief:

Create a name, strapline and brand story for the first protein ketchup to hit the UK market

The process:
The ketchup market is pretty saturated, so you need to come up with something bold and eye-catching to encourage stockists to take a punt.

I started by working with a strategist to understand who would buy protein ketchup. The answer? Gym nuts. Beef cakes. People who will take any opportunity to add a few more grams of protein to their diet. And, more importantly, people who love to look good.

I then came up with a dozen different names and brand stories. Some with a luxurious foodie spin, others tapping into the science. But after pitching them all to the client, In The Buff stood out above all the rest, along with the strapline Go Au Naturel.

Why In The Buff? It’s a ketchup with nothing to hide. No salt, sugar, preservatives or additives. And because of all that, it helps people look and feel their best – especially in the buff.

As well as pulling together the packaging, I also created a B2B press ad, website and social posts to help bring the brand to life.

The results:
1. Since launching in 2018, In The Buff has been stocked by big names like Ocado, Waitrose and Whole Foods.

2. It was also featured in The Grocer and The Daily Mail, and was a finalist at the World Plant Based Awards 2020.

3. The brand has gone on to successfully launch two new flavours: Turmeric Fusion and Chipotle Spice.