Making Green Mountain Gringo’s Message as Clean as Its Ingredients
Modern consumers expect transparency from food and beverage companies. Green Mountain Gringo has been at the forefront of that movement, creating delicious products with clean ingredients and easy-to-read labels. However, the chips and salsa manufacturer wanted its website copy and messaging to be as clear and digestible as its ingredients, blended with just the right amount of tongue-in-cheek humor.
Getting to Know Green Mountain Gringo
Green Mountain Gringo Salsa was created in the kitchen of a family home on a Vermont farm, using fresh, hand-chopped ingredients. While Green Mountain Gringo is a part of the TW Garner Food Company and has grown tremendously throughout the years, at the end of the day, it’s retained a family business identity.
Green Mountain Gringo is also known for its all-natural, authentic products. We focused on building on its position as a provider of simple, clean products that center around quality and purity. Additionally, we leaned into the brand’s rustic, homegrown qualities, which attract consumers who enjoy genuine, handcrafted food. Health-consciousness is also a key part of the Green Mountain Gringo brand identity, so we made plans to emphasize the use of natural ingredients and the absence of GMOs, artificial colors, preservatives, and flavors in its creations.
Additionally, Green Mountain Gringo takes community and environmental responsibility to heart, incorporating it into everything from how it sources its ingredients to its involvement in community initiatives and events. Publish Profitably infused this sense of community and togetherness into the brand voice, which is characterized by a warm, fun, and welcoming tone. Food as good as Green Mountain Gringo is created to be shared and all of the language that we used was designed to convey inclusiveness.
Taking Homegrown Success to Another Level
Inspired by Green Mountain Gringo’s humorous campaigns, Publish Profitably kept the copy lighthearted and playful while raising awareness about the cleanliness of Green Mountain Gringo’s ingredient list. We revamped the copy for its website, including the Shop, Products, Product Descriptions, and Recipes. We are proud to have played a role in the brand’s continued success in the natural food category. Since our collaboration, Green Mountain Gringo has been ranked the number two salsa in the country, and its tortilla chips were awarded sixth place by SPINS, a national company that ranks grocery items. Additionally, the chips and salsa manufacturer has won several awards for best brand in its respective category.
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