How Two Founders Built a Viral Pickle Brand With Zero Ads
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Who is Leah Marcus?
Leah Marcus and Yasaman Bakhtiar, the co-founders of Good Girl Snacks, are long-time friends who bonded over their shared Middle Eastern heritage and a love for pickles. Leah studied communications at USC and initially worked in growth and marketing at a tech startup, while Yasaman's background includes working in the art space. They're both passionate about food innovation and have leveraged their cultural backgrounds to bring new life to the snack industry with their brand.
What problem does Good Girl Snacks solve?
Good Girl Snacks brings excitement to a dull condiment aisle with their innovative, trendy pickles, making every snacking experience more flavorful and engaging for Gen Z's taste buds.
How did Leah come up with the idea for Good Girl Snacks?
Leah Marcus and her co-founder, Yasaman Bakhtiar, were feeling unfulfilled in their corporate jobs when they discovered a trending obsession with pickles on TikTok. They noticed the pickle aisle in stores was outdated and lacked excitement, which contrasted starkly with the vibrant pickle-related content amassing billions of views online. This sparked the idea to create Good Girl Snacks, with a focus on making innovative and fun pickle products that resonated with Gen Z's preferences for trendy and clean eating.
They did a lot of research, talking to other consumer packaged goods (CPG) founders and analyzing market trends before deciding the timing was right to leap into the pickle industry. Armed with a shared passion for food and equipped with insights from social media trends, Leah and Yasaman brainstormed and refined their product idea, making sure to incorporate unique flavors influenced by their Middle Eastern heritage. The biggest challenge was trusting their guts to leave secure jobs for an unconventional pickle venture, but their commitment to creating something fresh and relevant gave them the courage to proceed.
How did Leah Marcus build the initial version of Good Girl Snacks?
Leah Marcus and Yasaman Bakhtiar, the founders of Good Girl Snacks, began by testing pickle recipes inspired by their Middle Eastern heritage, initially experimenting in their home kitchens with turmeric and honey harissa variations. Recognizing the need for expertise, they enlisted consultants, including a food scientist, who refined their homemade recipes professionally. It took about three to four rounds of sampling to finalize recipes suitable for production. Securing a co-packer willing to undertake small initial runs proved challenging, but was essential for producing their organic pickles. Encountering regulatory and logistical hurdles, like sourcing organic cucumbers which are difficult to obtain year-round, posed significant challenges, yet they maneuvered these with a focus on meticulous planning and adaptability.
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What were the initial startup costs for Good Girl Snacks?
- Consultants: Leah and Yasaman invested in hiring consultants to guide them through the production and operations process, which was crucial in avoiding expensive mistakes.
What was the growth strategy for Good Girl Snacks and how did they scale?
Social Media (TikTok and Instagram)
Good Girl Snacks made extensive use of social media platforms like TikTok and Instagram to capture the Gen Z audience. They began posting consistently from October 2023, building a community by sharing daily posts that showcased the journey of starting a pickle brand. The use of relatable and catchy content, such as vlogs titled "Day 1 of starting a pickle company with my best friend," resonated with their target audience and helped the brand go viral.
Why it worked: Their fresh and authentic approach, combined with a commitment to posting daily, made their brand relatable and engaging. The TikTok hashtag #pickles had 9 billion views, which indicated a high interest in pickles among users. By tapping into this trend, their content naturally aligned with existing user interests, driving engagement and brand visibility.
Influencer Gifting
Good Girl Snacks leveraged influencer marketing by gifting their products to well-known content creators who had an affinity for pickles or unique snacks. Notable influencers like Alex Earl and Kit Keenan posted about the pickles, generating buzz and effectively increasing brand awareness without the cost of traditional advertising.
Why it worked: The strategic selection of influencers who would genuinely enjoy their product made the promotions feel authentic, enhancing credibility. The unique product name, "Hot Girl Pickles," served as a quirky hook in influencer content, sparking curiosity and interest from their followers.
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Building in Public
Leah and Yasaman practiced 'building in public,' detailing their entrepreneurial journey openly on social media. This transparent approach not only built a community around their brand but also invited feedback, which helped them refine their product offerings based on customer preferences.
Why it worked: Gen Z consumers value authenticity and connection with brands. By sharing the realities of their startup experience, Leah and Yasaman fostered a loyal community that felt invested in their brand story. This approach also differentiated them from traditional brands and aligned them with trends of transparency in entrepreneurship.
What's the pricing strategy for Good Girl Snacks?
Good Girl Snacks offers their Hot Girl Pickles at a premium yet competitive price point of around $15 per jar, focusing on clean, organic ingredients to target Gen Z's demand for both novelty and health.
What were the biggest lessons learned from building Good Girl Snacks?
- Embrace Social Media: Good Girl Snacks built a massive following by posting daily on platforms like TikTok, which helped them grow their brand without spending on ads. Utilize free social media tools to create buzz and connect with your audience.
- Innovate with Tradition: The founders incorporated flavors from their Middle Eastern heritage, creating unique pickle varieties like Honey Harissa, which distinguished them in the market. Use your background to innovate and offer something different.
- Turn Setbacks into Opportunities: When a cucumber shipment mishap threatened to derail production, they spun it into a viral marketing moment. View challenges as a chance for creative storytelling and engagement with your community.
- Prioritize Transparency and Community: By building their brand in public, the founders fostered trust and interest. Be open about your journey, share progress, and listen to customer feedback to improve your product.
- Build Strategic Partnerships: The company worked with consultants and co-packers to refine production processes and scale efficiently. Surround yourself with knowledgeable partners to fill expertise gaps and accelerate growth.
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