Details the brand and marketing strategy, which led to the turnaround

The turnaround began with a comprehensive IRI category analysis and a deep dive into the consumer. Leveraging those learnings, we developed a new brand strategy, including a differentiated brand promise based on In The Raw's inimitable points of difference - its 50+ year history and unmatched product quality. With the new brand strategy in place, we modernised the marketing strategy, entirely shifting the A&P spend to digital, paid social, search, e-comm programmatic and podcast and built an innovation pipeline to reflect the new strategy and positioning.

The brand and marketing transformation restored sales growth from -8% to +5%, while the category declined at -2%. The +1,300 basis point sales growth increase came with share gains across multiple sub-segments and an increase in average velocity per sku. On social media, In The Raw went from having no presence to becoming the #2 brand in terms of engagement (7% vs. category average of 1.1%) and #3 in terms of follower count (410k followers.) Within E-Comm, In The Raw net sales grew from $5mm to $12mm annually with a 3-year CAGR of 49%. New to brand sales increased to 45%. Brand subscriptions increased by 10%. Across advertising, In The Raw exceeded the KPI targets and outperformed the category average across all critical KPIs, including achieving a 3.3x ROAS.