Don’t Let the Calendar Replace Your Strategy
Well, this is awkward.
I grew up in the Northeast, where school doesn’t start until after Labor Day.
Flash forward to running marketing for a better-for-you deli meat brand—and suddenly I’m in heated debates about when to launch our Back-to-School campaigns.
Turns out…the Northeast is the 𝘭𝘢𝘴𝘵 to go back.
Meanwhile, half the country is already packing lunchboxes by early August. Oops.
Wish I had this Instacart data back then (though let’s be honest—I probably still lost the argument).
Make sure it works for your brand—not just your category. Just because BTS is a big push for the category doesn’t mean it’s the right fit for your product. A snackable protein, hydration mix, or better-for-you treat? Great. A frozen entree that’s hard to pack or prep in the morning? Maybe not. Lead with use case, not the calendar.
Use the moment to amplify your strengths. Don’t try to compete on broad “back-to-school” messaging. Instead, spotlight what 𝘺𝘰𝘶𝘳 𝘣𝘳𝘢𝘯𝘥 does best—like no-prep convenience, clean ingredients, or kid-approved taste. Be specific. That’s what drives real connection and repeat use.
Skip the category education—just show how you fit in. Let the big guys teach the world about “better lunchbox nutrition” or “smarter after-school snacks.” You just need to show up with a clear reminder of how your product solves a real, immediate need. A simple "packs in 10 seconds" or "keeps kids full 'til dinner" often does it.
Don’t just copy seasonal trends—use them strategically.
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