Defined the business and the core consumer target. As a black-owned company, utilized a black vegan influencer as the face of the brand as a way to change the perception of vegans. Developed the growth strategy and the evolution of the target audience over time. Recruited influencers to help develop the narrative and provide credibility to the brand. Created a US brand ambassador search where the winner of the contest would win a feature in a magazine. The promotion was used as a tool to draw people to the website to capture their email and communicate where the brand was sold online.