Chickapea

Chickapea

Chickapea

Pasta’s back,

Pasta’s back,

Pasta’s back,

baby.

baby.

baby.

Client

Chickapea

Services

Campaigns

Campaigns

Campaigns

Digital Experience

Digital Experience

Digital Experience

Industries

Industry

CPG & Retail

CPG & Retail

CPG & Retail

Project Link

Visit website

Visit website

Project Link

Visit website

Go on, eat up.

Chickapea is a certified B Corp on a mission to make healthy food more accessible and craveable. Their organic pasta, made from chickpeas and lentils, built a loyal following among health-conscious shoppers looking for better alternatives. With a revamped formula and a new One Pot line, they were ready to step out of the wellness aisle and into the mainstream.

Chickapea is a certified B Corp on a mission to make healthy food more accessible and craveable. Their organic pasta, made from chickpeas and lentils, built a loyal following among health-conscious shoppers looking for better alternatives. With a revamped formula and a new One Pot line, they were ready to step out of the wellness aisle and into the mainstream.

The Enemy

Healthy food has a perception problem—especially when it comes to pasta. Too often, it’s treated as a guilty pleasure or diet dealbreaker. Chickapea needed to challenge that mindset and reintroduce itself to a broader audience of carb-loving consumers who don’t want to sacrifice taste or nutrition.

Healthy food has a perception problem—especially when it comes to pasta. Too often, it’s treated as a guilty pleasure or diet dealbreaker. Chickapea needed to challenge that mindset and reintroduce itself to a broader audience of carb-loving consumers who don’t want to sacrifice taste or nutrition.

Carbs That Love You Back

Carbs aren't the enemy—empty carbs are. For years, wellness culture has vilified pasta as something to avoid. But Chickapea isn't pasta with a side of guilt. It's a new kind of carb: one that fuels, nourishes, and satisfies. The real opportunity wasn’t to preach to the converted, but to reframe indulgence for a broader audience who still wants to eat well—without giving up what they love.

To reach a wider audience, we reimagined Chickapea’s brand from the inside out. We launched a bold campaign to reframe carbs, refreshed their visual identity, overhauled the website to match, and armed their internal team with tools to carry it forward.

We launched a bold, no-apologies brand awareness campaign: “Eat Up.” Designed to make Chickapea impossible to ignore, the campaign reframed healthy carbs as a joy, not a compromise. Through wit, confidence, and craveable energy, we positioned Chickapea as the pasta you can feel great about eating—again and again.

From key messaging to on-platform assets, we dialed up the boldness and built a campaign that could flex across performance marketing, social, retail, and influencer content.

Carbs aren't the enemy—empty carbs are. For years, wellness culture has vilified pasta as something to avoid. But Chickapea isn't pasta with a side of guilt. It's a new kind of carb: one that fuels, nourishes, and satisfies. The real opportunity wasn’t to preach to the converted, but to reframe indulgence for a broader audience who still wants to eat well—without giving up what they love.

To reach a wider audience, we reimagined Chickapea’s brand from the inside out. We launched a bold campaign to reframe carbs, refreshed their visual identity, overhauled the website to match, and armed their internal team with tools to carry it forward.

We launched a bold, no-apologies brand awareness campaign: “Eat Up.” Designed to make Chickapea impossible to ignore, the campaign reframed healthy carbs as a joy, not a compromise. Through wit, confidence, and craveable energy, we positioned Chickapea as the pasta you can feel great about eating—again and again.

From key messaging to on-platform assets, we dialed up the boldness and built a campaign that could flex across performance marketing, social, retail, and influencer content.

Art Direction & Brand Assets

To support the campaign and strengthen the visual identity, we refreshed Chickapea’s visual brand platform with new content that balanced taste appeal with wellness cues. The result was a punchy, premium look that felt at home in both health aisles and dinner tables.

To support the campaign and strengthen the visual identity, we refreshed Chickapea’s visual brand platform with new content that balanced taste appeal with wellness cues. The result was a punchy, premium look that felt at home in both health aisles and dinner tables.

To support the campaign and strengthen the visual identity, we refreshed Chickapea’s visual brand platform with new content that balanced taste appeal with wellness cues. The result was a punchy, premium look that felt at home in both health aisles and dinner tables.

Website Overhaul

We gave Chickapea’s Shopify site a major glow-up—building a new custom theme that aligned with the updated campaign and brand tone. The refreshed site emphasized conversion, community, and craveability, with improved navigation, mobile UX, and a dynamic new recipe hub to drive engagement.

Social Media Playbook

To make the brand stick across channels, we built a social playbook for Chickapea’s internal team. It captured the brand’s updated voice and visual system, and provided clear direction for engaging with trends, AI tools, and meme culture—without losing sight of what makes Chickapea, well, Chickapea.

Outcomes

We saw immediate, measurable traction from the campaign across web and sales—proof that a craveable story paired with a clear path to conversion makes all the difference:

300% increase in sustained site traffic at launch

30% boost in online sales during the campaign window

10% lift in traffic to the “Where to Buy” page, fueling in-store demand

What they said

What they said

The team at Friends + Enemies are incredibly kind and deeply care about the work they do. They supported us through a pivotal stage of our rebrand, bringing our new website to life and creating a suite of foundational assets — from photography to campaign materials, including two 15-second brand spots and banner ads that performed beyond expectations. Their care and efficiency made a real impact when every resource had to count.

Shelby Taylor, Founder/CEO

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