MadeGood

MadeGood

MadeGood

Meet in

Meet in

Meet in

the middle

the middle

the middle

Client

MadeGood

Services

Campaigns

Campaigns

Campaigns

Industries

Industry

CPG & Retail

CPG & Retail

CPG & Retail

Meet in the Middle

MadeGood is one of the most recognizable new ‘organic’ snacks in the organic grocery aisle in Canada, featuring a compelling package coupled with an authentic promise of good, healthy snacks that help families eat well and support the earth at the same time. 

MadeGood is one of the most recognizable new ‘organic’ snacks in the organic grocery aisle in Canada, featuring a compelling package coupled with an authentic promise of good, healthy snacks that help families eat well and support the earth at the same time. 

The Enemy

MadeGood’s enemy was awareness — consumers only really knew about the brand through in-aisle awareness, relying on purchase and loyalty through sampling, social media rewards campaigns and word of mouth. With an ambitious goal of growth and to challenge category leaders, MadeGood to raise overall awareness with moms and dads looking for great snack options for their kids. 

MadeGood’s enemy was awareness — consumers only really knew about the brand through in-aisle awareness, relying on purchase and loyalty through sampling, social media rewards campaigns and word of mouth. With an ambitious goal of growth and to challenge category leaders, MadeGood to raise overall awareness with moms and dads looking for great snack options for their kids. 

Let's Meet in the Middle

Working with an interagency team, F&E lead the creative ideation and execution of multiple campaigns, featuring a consistent and ongoing output of web videos for paid and organic media, display media as well as supporting activations for partnerships with the AGO, Air Canada and Westjet airlines.


Working with an interagency team, F&E lead the creative ideation and execution of multiple campaigns, featuring a consistent and ongoing output of web videos for paid and organic media, display media as well as supporting activations for partnerships with the AGO, Air Canada and Westjet airlines.


Making MadeGood even Greater

In total we created almost 100 assets within a 10 month period, flooding the internet with performance creative that generated results at POS and through their eCommerce platforms.

What they said

What they said

All partners will say they will work as an extension of your team but rarely they deliver on that promise. Friends and Enemies team are one of those rare partners. They have worked with our small and nimble team through any challenge we threw at them. On top of being a delight to collaborate with and an amazing cultural fit to our organization, they always delivered strong strategic and creative thinking and innovative ways to get our messaging across.  

We’ve worked with Friends & Enemies on all of our brands: MadeGood, Good To Go, Cookie Pal and Riverside in different capacities including brand strategy, creative strategy, creative production and website development. They were able to bring in “friends/ experts” with different capabilities to accomplish and deliver each project. F & E also collaborated well and led our internal agency teams and provided vision, direction and alignment across the board. 

They have proven to be an amazing partner to roll up their sleeves, dive deep into the business with us and figure out how to accomplish our goals in the most creative way.


Basak Karamehmet / Marketing Manager, Riverside Natural Foods

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