CASE STUDY

NuliGo® Lipids

The Opportunity

Bunge is a $65B global leader in agribusiness, food, and ingredients playing an important role in sustainable growth. They use their crop infrastructure to help fuel renewable energy solutions. As part of their endeavor to reimagine the future of food to meet today’s consumer interests, Bunge developed a novel ingredient: NuliGo®. Harnessing the power of structured lipids, NuliGo provides a reliable, long-lasting source of clean energy for peak muscle performance, repair, and recovery.

After a successful launch in Europe, Bunge needed a go-to-market strategy to sell the ingredient to manufacturers in North America. They worked with a few different agencies, however, those agencies didn’t quite understand the product’s value proposition or the company’s long-term goals. As a result, the agencies were making recommendations that were inconsistent with Bunge’s preferred business model.

In search of the right brand strategy, Bunge came to us. We listened to their vision, understood their value, and initiated our AX3 process (assessment, architecture, and activation).

The Goal

Historically, Bunge didn’t market to consumers directly; they worked with manufacturing partners. Our assessment confirmed what they suspected: Their current strategies were not going to work. They were trying to reach too many audiences, and the disparity between those audiences was so significant that their brand messaging would not be effective at brand positioning with any of them.

Our recommendation was they try something new: market directly to the consumer through demand generation strategies before going to manufacturers. Then, they could approach potential partners with an appealing valuable proposition built on established branding and strong brand awareness, alleviating some of the manufacturers’ workload.

The Results

We architected a consumer-facing go-to-market strategy based on market research and consumer and industry insights that made their product unique in the marketplace. Equipped with a clear and custom brand strategy, Bunge quickly secured two manufacturing contracts.

“We’ve worked with several big agencies, and none of them have even come close to understanding or communicating our brand messaging and positioning as well as AMPED.”
–Eric Johnson, Nutrition Sales Director

Because we knew their brand so well, clarified their brand messaging and positioning, and clearly articulated the product’s value, Bunge asked us to build the NuliGo website and create the initial sales collateral. We discovered an ideal subject matter expert for the industry and negotiated a field trial that would also serve as a mini-documentary used in sales and marketing efforts.

Excited to approach more potential partners, Bunge has us coming alongside them to help co-brand and promote NuliGo as a choice ingredient that consumers seek out in products.

NLG Rebrand Moodboard
NuliGo Marketing Assets

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