Food / Wellness & growth
Green Baskit
Same familiar snacks. A different conversation about their value.
Brand strategy → Head of Digital & Marketing
Let me set
the scene.
Green Baskit had a perception problem worth thinking about. Traditional Nigerian snacks are familiar. Sometimes so familiar that people decide what they should cost before they even look at the product. I worked on the narrative, content strategy, and visual messaging that could help the brand make a more considered case for itself.
The product needed to sit comfortably in the premium wellness space without losing its Nigerian identity. That meant working through two kinds of noise: the assumption that local snacks should always be cheap, and the interchangeable language of online health and fitness marketing.
How do you change what people think a familiar thing is worth?
Find the assumption underneath the objection
The interesting question wasn’t simply how to make the snacks look more expensive. It was why people were having trouble connecting a familiar product with a premium position. That distinction changed the creative brief. The visual and written identity needed to help people see the product in a different context.
Make the words and pictures agree
I shaped the brand narrative, content direction, and visual messaging across digital touchpoints. A premium story becomes harder to believe when the caption says one thing and the design says another. I worked to give the brand a recognisable way of presenting itself rather than a collection of unrelated campaign ideas.
Stay close to the business after the identity work
My role developed into Head of Digital & Marketing. That moved the work from setting a direction to maintaining it: managing campaigns, supporting customer acquisition, and keeping the story consistent as more content and decisions passed through the business.
What I made
and put in place.
- Premium wellness positioning
- Brand narrative and content strategy
- Coordinated visual and written messaging
- Campaign management
- Digital marketing leadership
What changed.
The portfolio record for this work reports a 45% increase in website traffic and 30% year-on-year growth in online sales. Alongside those figures, the lasting contribution was a clearer story that the brand could continue using beyond a single campaign.
What stayed with me.
Sometimes the competitor is an assumption. Understanding that can be more useful than copying what the next brand is doing.
If people like your product but keep missing its value, I’d like to understand why.
Let’s talk about itNEXT STORY
Oaken Events International
I helped the online story feel as considered as the events themselves.
