To succeed the solution was a comprehensive marketing program organized around two major initiatives. The first was a brand refresh which included a new positioning, new label designs, new branding guidelines using colors to separate seasonings by category (e.g., meat, chicken, fish, etc.) and leveraging the Chef icon. The second major initiative was a full funnel campaign to promote product usage. This included: Creating a website with tasty recipes using stunning food photography and cooking tips; cooking videos for use on the site and social media; and promotions for key time periods such as for World Cup and a Dodger sponsorship. The digital campaign was based on a year round social media calendar with recipe ideas and gamification. The Ant Society also created the brand’s first e-commerce program which included product discounts and bundle packs.