Show how healthy it is, in very playful ways.
Lil’ Goodness makes prebiotic chocolate, and the brand has also appeared on Shark Tank. Most of the people it talks to are kids and teenagers. For more than two years we managed its social media and made most of its content and graphics.
Everyone loves a little chocolate. Hardly anyone looks at what they are eating.
So the healthy part could not arrive as a lecture. It had to arrive as a joke, a game or a meme that a teenager would actually stop for.
The question
How do you tell kids a chocolate is healthy, and keep it fun?
Lil’ GoodnessPrebiotic chocolate
The health claim is the punchline: guilty of being healthy, outweighed by goodness, serving gut health.
Play with it
Fill the ingredient jar.
One of the posts asked: add something to the jar that you would want in your chocolate. Tap what was in the post, or write your own.
An empty jar. Start with anything.
The six labels are the ones in the original post. Nothing you write is saved or sent anywhere.
When something was trending, Lil’ Goodness joined in, and those posts brought the brand a lot of traction.
No single fixed template. Posts are led by type, by product, by illustration or by information, as each needs.
A brand whose personality depends on freshness cannot look the same every week.
Copy is part of the design, not a caption under it. Light, witty, conversational.
A teenager reads the picture first and the caption rarely.
The prebiotic story arrives through simple copy, visual metaphors and relatable situations: friendship, sharing, a keyboard, a mirror.
The health proposition should be part of the personality, not an interruption to it.
A mix of product, education, relatable, brand, cultural and promotional content.
The feed has to stay commercially useful without becoming an advert.
Over two years the question changes.
It stops being “what should we post this week?” and becomes “how do we keep this brand recognisable without making it predictable?” The rose ground, the cream ground and the red g in the corner hold it together while everything else moves.
Good for you, and fun to eat.
A feed that holds two ideas at once, so that healthy and playful stop feeling like opposites.
Social
Social media management: planning, making and running the account.
Design
Most of the brand’s social content and graphics: product, educational, trend and campaign creatives.
Voice and copy
Social copy.
Creative direction
Content planning, moment marketing and direction.
That was the short version.
The full story has every decision, the reason behind each one, and more of the work.
P.S.
Chocolate doesn’t need to feel like a health lecture.
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