Since 1960, Back To Nature has embodied the spirit of the natural foods movement. Born in a small California health food store, the brand has evolved into a household name known for feel-good snacks – think craveable cookies and crunchy crackers. In 2025, the brand embraced a fresh new identity, and we at Booyah were thrilled to partner with them on the journey.
The challenge: Navigating a full brand reboot
With a full-scale rebrand rolling out in early 2025, Back To Nature needed more than a digital media agency, they needed a strategic growth partner. The mission? Rebuild brand awareness, drive brand recognition, and increase product consideration among both loyal fans and first-time buyers. The stakes were high. This was a legacy brand entering a new era, and it was our job to make sure the rest of the country came along for the ride.
The strategy: Data, creative, and cross-channel synergy
Our hypothesis was clear: with a smart media mix, ongoing creative optimizations, rigorous consumer
research, and measurement expertise, we could deliver the awareness lift the brand needed to thrive in
a new chapter.
To bring this to life, we:
- Tapped into consumer insights through tools like Resonate and Pathmatics.
- Built a comprehensive creative testing roadmap, complete with flighting schedules and sequential messaging.
- Overhauled brand presence on key retail platforms, refreshing Amazon PDPs and Instacart storefronts to reflect the rebrand.
- Streamlined paid media strategies by narrowing keyword targeting and prioritizing efficiency on retail platforms.
- Activated full-funnel campaigns across a mix of digital channels:
- Google: Search, Performance Max, Demand Gen, YouTube
- Retail Media: Display, search, and in-store support across Amazon, Kroger, Instacart, and more
- Streaming Video: CTV and OTT placements for broad reach
The results: Awareness, efficiency, and momentum
The numbers tell the story:
- +34% YouTube Search Lift within the first two months
- +2.3% Brand Consideration and +2.7% Brand Intent via CTV/OTT
- +72% YoY CTR on Google Search
- 45% New-to-Brand Purchase Rate on Instacart
- 2x Return on some retail media channels following optimizations
Key takeaways
Several strategic choices helped drive success:
- A multi-channel media mix amplified reach and reinforced messaging.
Creative consistency across packaging, website, retail PDPs, and ads created strong brand recall.
Affinity audiences outperformed other segments, proving the power of targeting based on shared values.
A full-funnel, cross-platform strategy ensured that consumers met the brand wherever they shopped or browsed.
Collaboration was critical. Early involvement with Back To Nature’s creative agency allowed us to align on asset development months ahead of launch, setting the foundation for a seamless, powerful rollout.
What’s next: Expanding the retail footprint
With strong early results, we’re now setting our sights on expansion. That means:
- Continuing to fuel demand at core retailers
Testing into platforms like DoorDash, in-store placements, and additional retail DSPs
The rebrand laid the foundation. Now we’re helping Back To Nature capitalize on consumer momentum and scale smarter.
Thoughts From the Client
“Booyah has been an excellent partner throughout our brand transition. We’re seeing big strides in key metrics YoY, and their robust reporting, proactive optimizations and enthusiastic attitude have beensuch an asset. They feel like an extension of the BTN team.”
— Carly Hofstedt, Senior Brand Manager, Back To Nature
