Ninja Foodi: Sub-Brand Positioning

The Situation: Ninja cooking products had done well with older generations, but they hadn’t been able to reach the younger, elusive Millennial generation. Knowing this, Ninja wanted their new line of cooking appliances, Ninja Foodis, to connect directly with Millennials.

The Insight: Most millennials admit they’re not good at cooking. But at the same time, they admit they really want to be good cooks. By watching non-stop cooking tutorials like “Tasty”, their media consumption habits prove this to be true. They are trying, failing, and getting frustrated (Pinterest fails are a thing for a reason).

The Strategy / Brief: Prove to millennials that Ninja Foodi appliances make it easy to cook something they’ll actually be proud of.

The Creative Platform: Be proud of what you cook.

The Results: Millennial consumers were excited to be proud of what they cook, so the Ninja Foodi promise stood out. Ninja became the #1 small kitchen appliance brand in the U.S. because of their new Foodi appliances.

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Independent

Role: Strategy Consultant

Year: 2019