The Paleo Diet Rebrand

With a legacy as the most influential diet of the past 20 years, transforming The Paleo Diet from a weight-loss focus to a health-advocacy organization was an exciting challenge.

About Project

The Paleo Diet is a health and wellness brand that nurtures people who are naturally strong and healthy. The company is a household name for millions worldwide, but the concept has long been associated with weight loss. Today, “diet” is a four letter word.

As part of a two-year brand relaunch, we reimagined The Paleo Diet as a health advocacy organization and identified three new target audiences, all seeking practical solutions to different problems; a busy professional concerned with health conditions, a busy mom who wants to look and feel her best, and a health/fitness enthusiast seeking to enhance performance at work and play.

In collaboration with Vermilion and Halo Lasso, we crafted new brand messaging, a journey-based website UX, and fresh messaging for each persona, then replatformed the site with Wilderness.dev.

In fall 2023, we launched an all-new, persona-based marketing campaign that drove 46 million brand impressions in the first year.

Our Role

Brand Strategy
Persona Development
UX Development
Marketing Strategy
Search Engine Optimization
Search Engine Advertising
Network Display Advertising
Social Media Advertising
Email Journeys

132%

Increase in Site Traffic from Organic Search

We developed a new SEO strategy for legacy content, driving sustained increases in organic search impressions and site traffic.

46MM

Brand Impressions

We launched new organic search, search engine advertising, network display, and social media advertising campaigns with 46 million brand impressions in the first year.

53%

Growth in Brand Impressions

SEO and paid campaigns have driven growth in reach through search and social channels.

34%

Growth in Conversions

Sales and signups compared with the prior period.

For some, “diet” is a four letter word. The new brand position of The Paleo Diet is to present the program as “strong,” “healthy,” and a natural way of eating that nurtures healthy people.

This module on the home page introduces the three main benefits aligned with The Paleo Diet campaign’s three target audiences.

The Paleo Diet is the most influential way of eating of the past 25 years. When The Paleo Diet launched in 2002, it accelerated the organic/non-GMO movement and sparked or revived several other ways of eating including gluten-free, low-carb, keto, anti-inflammatory, autoimmune protocol, Whole30, carnivore, and more.

We evolved The Paleo Diet from a weight-loss program to a health-first consumer brand. Today, The Paleo Diet is “the strong and healthy diet” – a health-driven way of eating that helps people feel vibrant, improve health, and enhance performance.

This new brand position is resonating. The company now reaches about 46 million people per year.