Breaking down the highly-successful DTC brand NUGGS: positioning, go to market strategy, website, and more

This isn’t your ordinary chicken nugget

We’re covering one of the hottest brands in DTC - NUGGS, a plant-based chicken brand. 

NUGGS was founded by Ben Pasternak, who started as a young, but successful iPhone app creator before starting NUGGS. 

NUGGS is targeting millennials and Gen Z people, using irreverent, witty, unapologetically tech-forward branding. 

NUGGS are continuously being updated, like software, by food scientists and engineers. 

NUGGS uniquely describe themselves as the “Tesla of Chicken,” creating a brand identity that has never been seen before. 

Their website furthers this unique identity, having only 3 options of nuggets to purchase: $34.99, $44.99, and $10,000. 

NUGGS also has a beta testing, monthly subscription-based system, offering more unique ways to purchase their product. 

Be like NUGGS - focus on creating strong messaging towards your specific target market

NUGGS tries to treat their customers as actual people, rather than data points. 

They understand their specific market is trendy vegans/vegetarians and rich suburban moms and focuses on them.

They definitely don’t market towards everyone and it helps create strong brand loyalty.

NUGGS is big on multiple social media platforms which helps them spread their message to their specific target.

Stay tuned as Jay breaks down NUGGS’ positioning, go to market strategy, unique audience approach.

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Mentioned Links:

NUGGS website: https://eatnuggs.com/

Simulate website: https://simulate.com/

NUGGS on Instagram: https://www.instagram.com/nuggs/

Medium Article: https://medium.com/the-anatomy-of-marketing/what-a-vegan-chicken-nugget-brand-can-teach-marketers-e75aa72d226

Marketing Teardown Powerpoint: https://docs.google.com/presentation/d/1JK8dJQ4bz-X4WjLZ5o2vTG7hFUrSO_UlCitMbgg0txs/edit#slide=id.g8d807f2199_0_437

GFI Article: https://www.gfi.org/wenger-manufacturing-brian-plattner

Gravity Junction Article: https://gravityjunction.com/marketing-golden-nuggets/