Growth Recommendation · 2026
Frankie's Organic Snacks, Snack Your Way
A digital growth recommendation for Frankie's Organic Snacks, launch a 'Snack Your Way' integrated TikTok + Instagram campaign with micro-influencer partnerships, QR-code storytelling and UGC reposting across Toronto, Montreal and Vancouver.
Client
Frankie's Organic Snacks
Industry
CPG · Organic Food · DTC
Role
Digital Growth Strategist
Year
2026
Case Study · 16
"Shoppers trust influencer collabs and peer recommendations more than traditional ads. They reward brands that combine authentic UGC with transparency on sourcing and packaging, and parents care most about school-safe, allergen-free positioning."
Objective
Drive +40-60% TikTok engagement and +25% Instagram follower growth in 0-6 months, and strengthen long-term brand recall, e-commerce performance and email opt-ins in 6-18 months for a Canadian organic snack brand.
Result
A trends-based recommendation: industry and consumer trend analysis, competitor breakdown (Healthy Crunch, Three Farmers), the 'Snack Your Way' campaign concept (#SnackYourWayWithFrankies), execution playbook and short/long-term impact projections.
Deliverables
- ·Industry + consumer trend report (organic snacks, transparency, sustainability, UGC, school-safe)
- ·Current market trend analysis ($1.3B+ Canadian organic snack market, +15% YoY)
- ·Competitor activity matrix
- ·'Snack Your Way' campaign concept + hashtag
- ·Execution plan (micro-influencers, QR codes, paid promotion, content cadence)
- ·Short- and long-term impact framework
Skills applied
01
Challenge
The Canadian organic snack market is growing fast (+15% YoY) and competitors are leveraging influencer partnerships, school-safe positioning, traceability storytelling and consistent posting cadences. Frankie's needed a digital strategy that competed in that ecosystem without copying it.
02
Insight
Shoppers trust influencer collabs and peer recommendations more than traditional ads. They reward brands that combine authentic UGC with transparency on sourcing and packaging, and parents care most about school-safe, allergen-free positioning.
03
Strategy
- ●Anchor the campaign on user-generated 'Snack Moments', school lunches, gym bags, movie nights, instead of brand-led product shots.
- ●Partner with 5-10 micro-influencers (5k-50k followers) across family, lifestyle, fitness and food niches.
- ●Add QR codes on packaging that link to brand-story videos, closing the loop between physical product and digital content.
- ●Run paid promotion on Instagram to amplify the best UGC in Toronto, Montreal and Vancouver.
- ●Maintain a 3-5 Reel/TikTok per week cadence to match category leaders.
04
Execution
- ●Built the trend report grounded in real category dynamics, organic growth, transparency, sustainability, social search, influencer trust, parent priorities.
- ●Mapped competitor strengths (Healthy Crunch's school-safe identity, Three Farmers' traceability) and shared tactics (consistent posting).
- ●Wrote the campaign concept, hashtag and execution stack.
- ●Projected short-term (+40-60% TikTok engagement, +25% IG growth) and long-term (brand recall, e-commerce, email opt-ins) impact.
05
Outcome
- ●A growth recommendation grounded in real competitor and category benchmarks.
- ●A scalable content system adaptable to seasonal or regional campaigns.
- ●QR-code packaging integration that compounds the campaign's web traffic.
06
Key Learnings
- ●In a fast-growing category, doing what competitors do, but better, often beats inventing new tactics.
- ●QR codes earn their place when they connect a physical purchase to a meaningful digital moment, not when they're just a link.
07
What I Would Do Next
- ●Lock the first cohort of 5-10 micro-influencers and align them to a single launch week.
- ●Build a UGC rights workflow so the best #SnackYourWayWithFrankies posts can be re-amped as paid ads.
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