To drive home its better-for-you messaging and capture new audiences while solidifying its base, Banza, the maker of chickpea-based comfort food, engaged Confidant to consult on and strategize announcements for a range of initiatives, from new product launches and April Fools’ Day stunts to collaborations with brands like food tech pioneer Beyond Meat and whimsical fashion designer Susan Alexandra. We secured Banza coverage in new verticals and helped brand awareness reach new heights, including during key moments in time such as back-to-school, where parents look to establish new routines with their picky eaters.