Sometimes you find a bigger opportunity
Gold Rush approached us to refresh their existing product. One regional SKU, one listing in Western Canada. Pretty straightforward ask.
But when we dug into the market, we noticed something interesting: nobody was doing organic frozen potatoes. The frozen aisle was full of conventional options, but health-conscious shoppers had nowhere to go. That's whitespace.
So we came back with a different pitch. Don't just rebrand the one product. Build an entire organic frozen potato lineup and own the category before anyone else shows up. They went for it.
From whitespace to shelf space
We developed the brand identity, chose the products, and designed packaging that could work across the whole lineup. Hashbrowns, fries, wedges, medleys. Each one got its own color, but they all clearly belonged to the same family.
Gold Rush went from that single regional SKU to national distribution. First mover advantage in organic frozen potatoes. That's what happens when you listen to the market instead of just answering the brief.
"Gold Rush was in a holding pattern, due to the competition that existed in the conventional frozen potato space. We recognized that organic products were starting to become more and more popular, but this did not exist in the frozen potato space. Slant was hired and performed a market analysis to confirm and reinforce our desire to be the first organic frozen potato company in Canada. There was a redesign of all packaging and logo to differentiate us from everyone. This opened a national opportunity that was not possible in the conventional arena. We have invested in our own production facility and are now growing in the US market as well! Thank you Slant."Robert Hanzek Gold Rush Frozen Foods Inc.