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.