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.

Spec, self-initiated, or academic work, never run for a paying client. Judge the thinking, not the numbers.

Provenance

Spec or academic

Brand studied

Frankie's Organic Snacks

Industry

CPG · Organic Food · DTC

Role

Spec or academic · Digital Growth Strategist

Year

2026

Overhead of artisan organic snack bars and scattered seeds on craft kraft paper.

Case Study · 18

"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

Trend analysisCompetitor analysisCampaign conceptInfluencer strategyCPG marketing

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.

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.

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.

What the build proves

●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.

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.

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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