Engagement & Retention project | The Whole Truth Food

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Engagement & Retention project | The Whole Truth Food

Understand Your Product

PART A - Engagement

Section - 1: Company overview, features, current stats

What is The Whole Truth Food? 🍫 🥜🏋️

Good food starts with good ingredients. 🍫

That’s the simple philosophy behind The Whole Truth. They believe nutritious, delicious food comes from real, homely ingredients — minimally processed, with nothing more and nothing less.

They take premium dry fruits like cashews🥜, almonds, and dates, blend them with pure cocoa🍫 for taste, and add raw, unadulterated whey for a protein boost — no shortcuts, no compromises.

These 5-6 real ingredients are the only things that go into their bars.
Everything else? A strict no.

❌ No added sugar
❌ No sugar alcohols
❌ No artificial sweeteners
❌ No preservatives
❌ No added colors or flavors
❌ No gluten, no soy
❌ No false claims, no fine print

Just simple, nutritionally balanced, wholesome food - that tastes yum. and nothing else.

TWT’s product lineup includes:
✔️ Protein Bars – Made with natural nuts, seeds, and whey protein, free from artificial sweeteners or emulsifiers.
✔️ Peanut Butter – No hydrogenated oils or added sugar, just pure, high-quality peanuts.
✔️ Muesli & Granola – Nutrient-dense breakfast options with real nuts, dried fruits, and no refined sugar.
✔️ Whey Protein – A clean, digestible source of protein with natural ingredients and no artificial additives.

Number snapshot:

Year Founded	2019
Valuation	$254 million (2025)
Revenue	INR 65.3 cr (FY24)
Followers	Instagram - 296k Youtube - 59k
Product categories	6

Section 2: Core Value Prop, Natural Frequency, Engagement Framework

✅ TWT’s Core Value Propositions:

Radical Transparency — No hidden ingredients, just clean labels.
Real, Clean Ingredients — Uses whole foods like dates, nuts, and cocoa with no preservatives or additives.
Honest Nutrition — What you see is what you get — pure, clean food.
Health Meets Taste — Crafts snacks that are both nutritious and genuinely delicious.
Empowered Choices — Helps consumers make informed decisions about what they eat by educating them about food labels and ingredients.
Accessible Clean Eating — Real food for everyone, everywhere.

🚨Problem	🥜 How TWT Solves It	⭐ Core Value Prop
Hidden Ingredients & Misinformation	✅ Transparent Labels: Lists every ingredient on both sides of the pack. ✅ Calls Out Industry Gimmicks: Exposes misleading practices like hidden sugars or artificial additives.	Radical Transparency — No hidden ingredients, just clean labels.
Lack of Trust in Healthy Snacks	✅ 100% Clean Ingredients: No refined sugars, preservatives, or artificial additives. ✅ Real Food Focus: Uses dates, nuts, cocoa, and whey — no shortcuts.	Honest Nutrition — What you see is what you get — pure, clean food.
Compromised Taste for Health	✅ Smart Flavors: Balances health and taste using natural enhancers like cocoa and dates. ✅ Delicious & Clean: Ensures snacks taste great without sacrificing nutrition.	Taste Without Compromise — Snacks that are good for you and taste amazing.
Ingredient Anxiety	✅ Simplifies Food Science: Educates through blogs, social media, and packaging. ✅ Empowers Choices: Helps customers understand what they're eating and why.	Educated Eating — Empowering customers with the knowledge to make better food choices.
Limited Options for Honest, Clean Eating	✅ Diverse Product Range: Offers protein bars, powders, nut butters, and chocolates. ✅ Easy Access: Available online and offline — making clean eating simple.	Accessible Clean Eating — Real food for everyone, everywhere.
Lack of high-protein, healthy snack options for busy lifestyles	✅ Offers protein bars, powders, and nut butters that make hitting protein goals easy	Helps users reach their fitness and nutrition goals without compromising on taste
Unhealthy snack options during travel or work	✅ Provides portable, nutritious snacks like protein bars — quick, clean options for people on the go	A healthy snack alternative for travel, work, and everyday hustle

TWT’s core value lies in making clean eating effortless by offering honest, nutritious alternatives for every part of your day — helping you hit your protein goals, satisfy midday cravings, fuel your breakfast with muesli and nut butter, and indulge guilt-free with date-sweetened chocolates. No hidden ingredients, no misleading labels — just honest, nutritious food for every part of your day.

🌟 How Customers Experience TWT’s Core Value Prop

1️⃣ Informed Choices — Every ingredient is listed on the front of the pack, so users instantly know what they’re eating without decoding complex labels.

2️⃣ Clean Eating — Users enjoy snacks made from real, whole foods — no preservatives, additives, or artificial sweeteners — reinforcing their healthy lifestyle.

3️⃣ Hitting Fitness Goals — With protein bars, powders, and nut butters, users can effortlessly meet their daily protein targets, supporting their workout routines and nutrition plans.

4️⃣ On-the-Go Snacking — TWT’s portable snacks (like protein bars and nut butters) make it easy for users to grab a healthy bite while commuting, traveling, or working.

5️⃣ Midday Cravings Solved — Instead of reaching for junk food, users satisfy their hunger with clean chocolates and protein bars, keeping their health goals intact.

6️⃣ Power-Packed Breakfasts — Muesli and nut butters give users a quick, nutritious start to their mornings, fueling their day with wholesome ingredients.

7️⃣ Guilt-Free Indulgence — Users indulge in TWT’s chocolates made with real cocoa and dates — enjoying sweet treats without the guilt of refined sugar.

Natural Frequency of The Whole Truth (TWT)🍫

Natural frequency refers to how often users order or consume TWT's products.
The natural frequency of The Whole Truth products varies based on the product category — protein bars, protein powder, nut butter, chocolate, and muesli — each serving different user needs.
For this project, we are focusing specifically on the natural frequency of protein bars.
The frequency of protein bar consumption isn’t one-size-fits-all — it depends on the type of user and their individual needs.
These users can be segmented into casual, core, and power users, each interacting with the product at different frequencies.

👤 Users	🎯JTBD (Jobs To Be Done)	⏳ Frequency
Casual	• Satisfy an occasional craving with a protein bar • Impulse purchase — picked up at an airport, store, or after spotting online • Carry once in a while during travel for a quick snack	Once or twice in two weeks
Core	• Use as a healthy snack replacement when natural options aren’t available • Avoid junk food by choosing a clean-label alternative • Keep protein bars handy for guilt-free cravings	2 to 3 times a week
Power	• Pre or post-workout snack to support fitness goals • Help hit daily protein targets • Daily snack — for mid-day cravings at work or while commuting • Reliable travel companion for frequent travelers	5 to 6 times a week

👤 Users

🎯JTBD (Jobs To Be Done)

⏳ Frequency

Casual

• Satisfy an occasional craving with a protein bar

• Impulse purchase — picked up at an airport, store, or after spotting online

• Carry once in a while

during travel for a quick snack

Once or twice in two weeks

Core

• Use as a healthy snack replacement

when natural options aren’t available

• Avoid junk food by choosing a clean-label alternative

• Keep protein bars handy for guilt-free cravings

2 to 3 times a week

Power

• Pre or post-workout snack to support fitness goals

• Help hit daily protein targets

• Daily snack — for mid-day cravings at work or while commuting

• Reliable travel companion for frequent travelers

5 to 6 times a week

🌟Natural Frequency of TWT Sub-Products

🍽️ Product	⚡Casual Users	🏋️Core Users	🔥Power Users
🥤Protein Powder	• Try it once — driven by WOM, ads, or content they stumbled upon. • Might grab a small pouch when their usual brand is out of stock. ⏳Frequency: Once in 6 months	• Rotate between TWT and other brands — keeping options open. • Carry travel packs for easy protein on the go. ⏳Frequency: Once in 3 months	• Daily routine — used pre/post workout. • TWT is their go-to brand to hit protein goals. ⏳Frequency: Once a month
🍫Chocolate (80g)	• Impulse buy — spotted at an airport or store. • Sometimes received in a gift hamper. ⏳Frequency: Once or twice in 3 months	• Mood-based choice — switch between sugary chocolates and TWT for a healthier indulgence. ⏳Frequency: Once a month	• Fridge essential — always stocked for sweet cravings or celebrations. • Even shared with kids. ⏳Frequency: 2-3 times a month
🥜Nut Butter	• Rare purchase — tried once or twice out of curiosity. ⏳Frequency: NA	• Occasional snack fix — spread on bread or paired with healthy snacks. ⏳Frequency: 4-5 times a month	• Breakfast staple — part of their daily routine. ⏳Frequency: 3-4 times a week

🍽️ Product

⚡Casual Users

🏋️Core Users

🔥Power Users

🥤Protein Powder

• Try it once — driven by WOM, ads, or content they stumbled upon.

• Might grab a small pouch when their usual brand is out of stock.

⏳Frequency: Once in 6 months

• Rotate between TWT and other brands — keeping options open.

• Carry travel packs for easy protein on the go.

⏳Frequency: Once in 3 months

• Daily routine — used pre/post workout.

• TWT is their go-to brand to hit protein goals.

⏳Frequency: Once a month

🍫Chocolate (80g)

• Impulse buy — spotted at an airport or store.

• Sometimes received in a gift hamper.

⏳Frequency: Once or twice in 3 months

• Mood-based choice — switch between sugary chocolates and TWT for a healthier indulgence.

⏳Frequency: Once a month

• Fridge essential — always stocked for sweet cravings or celebrations.

• Even shared with kids.

⏳Frequency: 2-3 times a month

🥜Nut Butter

• Rare purchase — tried once or twice out of curiosity.

⏳Frequency: NA

• Occasional snack fix — spread on bread or paired with healthy snacks.

⏳Frequency: 4-5 times a month

• Breakfast staple — part of their daily routine.

⏳Frequency: 3-4 times a week

Which engagement model works best for The Whole Truth? 🤝

Selection Parameter 📊	Parameter Meaning 🎯	What to evaluate over a week 📅	Selected - Y/N
Frequency 🔄	How often is the product used	Are users consuming TWT products regularly — like protein bars for daily snacks, nut butters for breakfast, or chocolates for a guilt-free treat?	✅ Yes - Primary
Breadth 🌐	Experience the core value prop more holistically Expanding user adoption across multiple products	Are users trying different TWT products — like bars, protein powders, chocolates, and nut butters — to experience the brand in various ways?	✅ Yes - Secondary
Depth 🏊‍♂️	The core value prop intensifies with increased usage in time or money. Deepening usage by increasing time or money spent on one product	Are users scaling their usage of a single product over time — like eating more bars per day or buying bigger packs frequently?	❌ No

Selection Parameter 📊

Parameter Meaning 🎯

What to evaluate over a week 📅

Selected - Y/N

Frequency 🔄

How often is the product used

Are users consuming TWT products regularly — like protein bars for daily snacks, nut butters for breakfast, or chocolates for a guilt-free treat?

✅ Yes - Primary

Breadth 🌐

Experience the core value prop more holistically
Expanding user adoption across multiple products

Are users trying different TWT products — like bars, protein powders, chocolates, and nut butters — to experience the brand in various ways?

✅ Yes - Secondary

Depth 🏊‍♂️

The core value prop intensifies with increased usage in time or money.
Deepening usage by increasing time or money spent on one product

Are users scaling their usage of a single product over time — like eating more bars per day or buying bigger packs frequently?

❌ No

For The Whole Truth (TWT), let’s break down which engagement model works best and why:

1️⃣ Primary Framework: Frequency 🔄

Why? TWT’s products — protein bars, powders, chocolates, and nut butter — naturally fit into users’ daily or weekly routines, especially for core and power users.
The goal is to build habitual consumption by aligning with their existing lifestyle moments — protein bars for post-workout, chocolates for sweet cravings, and nut butter for breakfast.
Increasing frequency pushes users from casual → core → power by reinforcing these habits — like promoting daily protein bars or weekly restocks of protein powder.
Impact: Higher frequency means more repeat purchases, boosting retention and LTV.

2️⃣ Secondary Framework: Breadth 🌐

Why? While frequency builds daily habits, breadth encourages users to explore TWT’s full range — moving from just protein bars to trying protein powder, chocolates, and nut butter.
Cross-selling builds a more holistic experience of TWT’s clean eating promise — helping users not just snack healthy but also hit protein goals, enjoy guilt-free desserts, and stock their pantry with healthy staples.
Impact: A user who starts with protein bars and adds nut butter or protein powder not only increases basket size (AOV) but also deepens their commitment to the brand’s ecosystem.

❌ Depth 🏊‍♂️ takes a back seat here:

TWT’s value doesn't rely on "intensifying" usage over time — you won't eat more protein bars the longer you stay!
The focus is more on sustained, frequent usage and expanding product adoption, not scaling consumption per session.

Conclusion:

Frequency 🔄 drives daily/weekly habits — the backbone of retention and LTV.
Breadth 🌐 nudges users to adopt a wider range of TWT’s products, boosting AOV and brand stickiness.

Customer Segmentation

Section 3: User Segmentation, Active user, ICP deep-dive, Usage & Goal based Segments

Define an active user

🔥 Action	📝 Description	📊 What it indicates
🛒 Making a purchase	Purchasing or transacting at least once every month	Consistent product usage and brand loyalty
🍽️ Trying different products	Trying out 2 or more product categories	Interest in exploring the product range
👥 Referring a friend	Referring at least 1 friend to try TWT	Advocacy and trust in the brand
⭐ Leaving a review	Sharing product feedback or rating a purchase	Engagement and validation of brand experience
🍫 Re-purchasing core products	Re-ordering protein bars, chocolates, protein powder or nut butters regularly	Integration into their daily routine

User Segmentation

A. Persona-based Segmentation (ICP)

Criteria	ICP 1 Working Professional	ICP 2 Fitness Enthusiast	ICP 3 Bachelor Living Alone
Name	Ritika	Sathwik	Jetra
Age	34	28	24
Gender	F	M	M
Location	Delhi	Mumbai	Blr
Occupation	Consulting in brand marketing	Senior manager strategy, on-site role	Founder's office
Income	20L+	20L+	10-15L
Where do they shop?	Q_commerce, Amazon, Myntra, local vendors	Myntra, Flipkart, amazon, zomato, don't use q-com	Blinkit, amazon
Where do they spend time?	Instagram, Netflix, walking my dog in the park, Linkedin	Netflix, news apps	Youtube, Netflix
Fitness level	Usually active, 4/5 times a week gym	6 days a week, gym freak	Active, 3 days a week
How frequently do you travel?	Delhi to Gurgaon for work, once in two months for leisure	once in two weeks out of Mumbai leisure trip	Infrequent
Value-driven or Price-driven	Value	Value	Value
Diet habits	home cooked avoid refined flour food, Zomato once or twice, health conscious, veg	subscribed to para fit for meals, high protein, non-veg	Sometimes has home cooked and sometimes orders from outside as he lives alone, veg
How did you find TWT	Keeps searching for healthy options and the gym trainer suggested	Offline store in some trial maybe	Shashank's LinkedIn post
Consumption frequency	2/3 in a week	4/5 in a week	5/6 in a week
Where do you buy TWT from	Amazon, q commerce, and TWT website only once.	Kiosk in office, kirana shop, q-com, never from website	Blinkit
Like TWT	Big fan of branding and packaging, Shashank and content relatable bring trust	Natural ingrediets	Whey protein is good, packaging, easy to read, natural fruits whey
Dont like TWT	I don't dislike anything	Consistency is bad sticks in your mouth, small pieces come out and also bars break sometimes	Melts faster in sunlight
Pain Point that TWT solves	Encouraged me to read labels, brought trust in packaged food	none	Doesn't feel sluggish or bloating after having
Goals	Healthy snack instead of chips. Carries everyday and eats whenever she feels hungry and no healthy natural options are available	Hit daily protein goal	Easy to carry, fits well in routine, easy to trust not much sugar
If not TWT then what	Yoga bar	1 - Yoga bar 2 - Max Protein 3 - TWT	Yoga bars
Would you be interested in a nutrition consultation or meal plan from TWT?	Yes that would be helpful	No	No
Are there any other product categories you’d like TWT to launch?	More savory snacks, chips, ketchup and dips	Protein ice creams	Food tracker
What’s one thing TWT can do to make you an even more loyal customer?	Already a loyal customer	Fix the consistency	Already loyal
Value Accessibility to product	easily available	easily accessible	easily available

B. Power/Core/Casual Segmentation:

Category	🔥Power User	🏋️Core User	⚡Casual User
🧑‍🍳 User Characteristics	- Fitness enthusiasts, athletes, or health fanatics - Has integrated TWT into daily routines - Uses TWT for specific health goals (protein intake, workout fuel)	- Health-conscious individuals - Actively looks for clean, healthy snack alternatives - Chooses TWT over junk but rotates between brands	- Impulse buyers — influenced by ads, social media, or in-store display - Tries once out of curiosity or craving
📦 Natural Frequency	- Frequent — 5–6 times a month or weekly	- Regular — 2–3 times a month	- Infrequent — once every 2–3 months
📣 WOM (Word of Mouth)	- Actively refers TWT to peers, gym buddies, or colleagues - Shares experiences on social media	- Recommends casually to friends interested in healthy eating	- Rarely talks about the brand unless asked
🎯 Goal	- Hit daily protein goals - Pre/post workout snack - Always have a healthy snack on hand	- Replace unhealthy snacks with a clean, reliable alternative	- Satisfy occasional cravings with a “healthier” option
🛍️ Product Preference	- Wide range — protein bars, powders, nut butters, chocolates, muesli	- Mix of protein bars, chocolates, and nut butters	- Protein bars or chocolates — often single purchases
⚡ Engagement Level	- High — leaves reviews, shares UGC, engages with brand content, and refers friends	- Moderate — might leave a review or like social media posts	- Low — minimal interaction post-purchase
🎁 Response to Promos	- Looks for loyalty programs, subscriptions, and exclusive perks	- Interested in bundle deals or new product launches	- Responds well to discounts or “limited-time offers”

Product hook and engagement campaigns

Section 4: Campaigns to drive Engagement

Campaigns:

Campaign 1

🎯 20% Off on First Order [Casual → Core]:

Targets casual users who discovered TWT through ads, social media, referrals, or gifts.
These users have either never purchased directly or have only sampled TWT products via a friend or gift — they're curious but hesitant to commit.
Since they value price over loyalty at this stage, an introductory 20% discount acts as a low-risk incentive to push them toward making their first purchase.

Reasoning & Expected Outcome:
- 📈 Boost in AOV: Setting a ₹599 minimum cart value increases the average order value compared to a casual user's typical smaller first order (~₹300).
- 🌟 Product exploration: To unlock the discount, users will likely add multiple products to their cart, encouraging them to explore different categories — a key step in nudging them towards deeper engagement with TWT.
- 👩‍🍳 Tasting the core value prop: Once users experience TWT’s clean-label, honest ingredients, the goal is to build trust and habit, nudging them towards repeat purchases.

🧑‍🍳 User type	Casual user / First-time buyer / Discovered TWT via ads, referrals, or gifts
🎯Goal	Convert casual users to core users by securing their first purchase and encouraging product exploration
📢Channel	Email, WhatsApp, Push Notification (PN), Packaging (QR codes in gift packs or samples)
💡Pitch /Content	"Atithi Devo Bhava" — Welcome to The Whole Truth family! 🍫 Place your first order and enjoy 20% off your entire cart. Give us a try — we promise you’ll come back for more! ✨ Use code: FIRST20 at checkout. Min cart value: ₹599
🎁 Offer	20% off on first order with a minimum cart value of ₹599
🔁 Frequency	Once a week (for 4 weeks after signup or first interaction)
🕒Timing	→ Email: Immediately after signup → D7 (reminder) → D14 (last call) → WhatsApp: Cart abandonment + D7 + D14 → PN: D3 → D7 → D14 (for app users) → Packaging: QR code in gift packs or sampling kits
📈 Success metric	- No. of FIRST20 coupon redemptions 📊 - Coupon redemption rate🎯 - Increase in AOV 📈

Campaign 2

🎯 Try 3+ Products & Get 15% Off [Core → Power]

Targets core users who have purchased TWT products more than once and have shown category loyalty (e.g., only buying protein bars or granola).
These users are habitual buyers but haven't fully explored TWT's range of offerings.
The 15% discount on a ₹1500 minimum cart value encourages them to step outside their comfort zone and try 3+ different product categories — a crucial step towards becoming power users.

Reasoning & Expected Outcome:
- 🌟 Deepen product adoption: By sampling new categories, users might add more products to their daily/weekly routines — expanding their engagement with TWT's core value prop.
- 📈 Increase in AOV: A ₹1500 cart minimum pushes their spend beyond their usual purchase size (likely around ₹800-₹1000), raising AOV while promoting product discovery.
- 💚 Build brand loyalty: Experiencing the variety and quality of TWT's lineup strengthens trust and creates stickier habits — moving them closer to power user status.

🧑‍🍳 User type	Core user / Repeat customer / Stuck to 1-2 product categories
🎯 Goal	Convert core users to power users by encouraging them to explore new product categories and increase cart value
📢 Channel	Email, WhatsApp, Push Notification (PN), Website Pop-ups, Packaging (insert cards in repeat orders)
💡 Pitch/Content	"More Flavors, More Fun! 🎯"— You love TWT — now it's time to explore more ! Order 3 or more different products and get 15% off on your cart. 💚 Use code: TRYMORE15 at checkout. Min cart value: ₹1500
🎁 Offer	15% off on cart value when users buy 3+ different products (Min cart value: ₹1500)
🔁 Frequency	Twice a month (to maintain momentum without overwhelming users)
🕒 Timing	→ Email: D1 after last purchase → D14 (reminder) → WhatsApp: D7 + D21 (highlighting trending/new products) → PN: D3 → D14 → D28 → Packaging: QR code on a thank-you card for repeat orders
📈 Success metric	- No. of TRYMORE15 coupon redemptions - Coupon redemption rate - Increase in AOV (from ~₹800 to ₹1500+) - % of users adding 3+ different products to cart

Campaign 3

🔥 Build a Daily Ritual with TWT [Core → Power]

Targets core users who have purchased protein bars multiple times but might not yet see TWT as part of their daily routine.
These users love a particular product (like protein bars) but need a nudge to turn their occasional purchase into a habit.
The ₹200 off on a box of 10 protein bars pushes them to stock up — reinforcing daily usage and boosting purchase frequency.

Reasoning & Expected Outcome:
- 🌟 Build habit loops: Encourages users to incorporate TWT into their daily routine — whether for workouts, travel, or snack time.
- 📈 Higher order value: A box of 10 bars increases the order value compared to buying 1-2 bars at a time — resulting in a more predictable purchase cycle.
- 💚 Consistent frequency: Becoming part of the user's habit stack leads to regular reorders — moving them towards power user status.

🧑‍🍳 User type	Core user / Repeat customer / Focused on 1-2 products (like protein bars)
🎯 Goal	Convert core users to power users by embedding TWT into their daily habits and increasing purchase frequency
📢 Channel	Email, WhatsApp, Push Notification (PN), Website Pop-ups, Packaging (habit-building tips card)
💡 Pitch/Content	"Your Daily Dose of Clean Eating! 💪" Make protein bars your official gym buddy, travel partner, or midday craving partner. 🏋️‍♀️ Grab a box of 10 bars and get ₹200 off. Let’s make healthy eating more than just an occasion —make it a daily habit! 💚 Use code: DAILY200 at checkout.
🎁 Offer	₹200 off on a box of 10 protein bars
🔁 Frequency	Twice a month (so users restock before they run out)
🕒 Timing	→ Email: D1 after last purchase → D10 (reminder) → WhatsApp: D5 + D15 (highlighting convenience & habit-building) → PN: D3 → D12 → D20 → Packaging: QR code on a card with "10-day protein bar challenge"
📈 Success metric	• No. of DAILY200 coupon redemptions • Coupon redemption rate • Increase in order size (from 1-2 bars to 10 bars/box) • Reduction in the time between repeat purchases (shorter reorder cycle)

Campaign 4

🌟 TWT Referral Program: Share, Snack & Save! [Power → More Users]

Targets power users who love TWT and are likely to spread the word — whether it's to their gym buddies, colleagues, or family.
Leverages the strong brand loyalty TWT has built, turning their hype into a growth engine through referrals.
A 20% off reward for both the referrer and their friend creates a win-win — motivating power users to share and new users to try TWT.

Reasoning & Expected Outcome:
- 🚀 Acquire new users: Converts referral love into tangible growth by bringing like-minded new customers into the fold.
- ❤️ Strengthen loyalty: Giving power users a reward for sharing reinforces their connection to the brand.
- 📈 Boost engagement: Keeps power users active by giving them an exciting reason to engage beyond just purchasing.

🧑‍🍳 User type	Power users / Loyal customers / Brand evangelists
🎯 Goal	Convert power users into brand advocates by encouraging them to refer friends and expand TWT's user base
📢 Channel	Email, WhatsApp, PN, Social Media, Website (referral pop-ups), Packaging (QR code with referral link)
💡 Pitch/Content	“Snack, Share & Save! 🎁” Love TWT? Let your friends fall in love too❤️ Refer a friend and both of you get 20% off — because clean eating tastes better when shared💚 Use code SHARE20 at checkout. Spread the love, spread the truth! ✨
🎁 Offer	20% off for both: → Referrer gets 20% off on their next order once their friend makes a purchase. → Referral gets 20% off on their first purchase
🔁 Frequency	Ongoing campaign with bi-weekly reminders
🕒 Timing	→ Email: D1 (campaign launch) + D7 (reminder) → WhatsApp: D3 (highlight benefit for both) → PN: D2 + D10 + D20 (creative hooks like “Your friend just got 20% off… where’s yours?”) → Social media: Weekly posts highlighting user success stories
📈 Success metric	• No. of SHARE20 coupon redemptions • Referral conversion rate (referrals who make a purchase) • Increase in new user acquisition • % of power users participating in the program

Campaign 5

🌞 Breakfast Club with TWT: Rise, Shine & Dine! [Core → Power]

Targets core users by helping them integrate TWT products into their morning routine.
The campaign inspires users to explore breakfast recipes — like smoothie bowls or protein shakes — using protein powder, muesli, and nut butter.
Users can pick a recipe, and TWT ships a breakfast bundle containing all the necessary products at a 20% discount compared to purchasing them individually.
Each package also includes a recipe card to guide them through preparing their breakfast.

Reasoning & Expected Outcome:
🚀 Product exploration: Encourages users to try multiple TWT products by embedding them into their daily routine.
💚 Boost AOV: Bundling 3+ products increases average order value.
✨ Brand habit-building: Establishes TWT as part of their morning ritual, fostering long-term brand loyalty.

🧑‍🍳 User type	Core users
🎯 Goal	Encourage core users to try multiple TWT products by integrating them into their daily breakfast routine, increasing AOV and product discovery
📢 Channel	Email, WhatsApp, PN, Instagram Stories (Recipe Highlights), Packaging (with recipe card)
💡 Pitch/Content	"Your mornings just got a whole lot tastier! 🍫 Kickstart your day with a smoothie bowl or protein shake — crafted with TWT's cleanest ingredients. Choose a recipe, grab the full TWT breakfast bundle at 20% off, and get a step-by-step recipe card in your box. 🌅 🚀Fuel your mornings with TWT!"
🎁 Offer	20% off on curated Breakfast Bundles (protein powder, muesli, nut butter, etc.)
🔁 Frequency	Twice a month
🕒 Timing	→ Email/WhatsApp: Recipe reveal + limited-time breakfast bundle offer → PN: “🌅 Fuel your mornings with TWT! Your breakfast bundle is ready. Grab now and get 20% off” → Instagram Stories: Recipe highlights + unboxing videos → Packaging: Recipe card with clear steps to prepare the breakfast
📈 Success metric	• Number of breakfast bundles sold • Increase in AOV • Number of unique products purchased per order (cross-sell effectiveness)

Retention design

PART B - RETENTION

Section - 1: Retention Metric deep-dive

Microscopic View

What channels drive the best retention?

1 - Quick Commerce (Blinkit, Zepto, etc.) 🛒

Why it drives retention:
- Based on user research, most of TWT's ICPs buy through quick commerce platforms like Blinkit. These platforms solve for instant gratification — when health-conscious consumers run out of protein bars or nut butters, they prefer fast delivery rather than waiting days for restocking.
- Habit formation: Apps like Blinkit also push reordering suggestions — the "Buy Again" feature nudges users to repurchase, reinforcing loyalty to TWT.

2 - Word of Mouth (WOM) 🗣️

Why it drives retention:
- TWT has a strong WOM factor, which can be a key retention channel since people tend to trust friends and family’s opinions when it comes to health and food choices. This social proof feels unbiased, making it more impactful than traditional ads.
- Community validation: Health-conscious ICPs, especially gym-goers, often rely on peer recommendations — whether it’s a friend sharing a post-workout snack or someone mentioning their favorite protein brand during a workout session.

What sub-features or sub-products drive the best retention?

1. Protein Bars 🍫

Why they drive retention:
- Multi-ICP appeal: They solve problems for multiple personas:
- - Gym-goers: Post-workout fuel.
  - Busy professionals: A convenient midday snack.
  - Travelers: A healthy, packable option on the go.
- High consumption frequency: Based on user insights, protein bars are consumed frequently — whether as a post-workout snack or a quick fix for midday cravings. The high turnover rate creates natural reorder cycles, boosting retention.

2. Protein Powders 💪

Why they drive retention:
- Routine-based consumption: While mostly consumed by fitness enthusiasts, protein powders have strong retention because they’re tied to daily routines — most users take 1-2 scoops every day as part of their workout plan.
- Brand loyalty: Once a user finds a powder that suits their taste, digestion, and fitness goals, they rarely switch brands. This makes protein powders a sticky product.

Section - 2 : Churn reasons, Negative action, Resurrection campaigns

Top reasons of user churn:

Voluntary Churn	Involuntary Churn
👅 Taste Expectations Not Met • Users didn’t find the taste appealing or felt it didn’t match their expectations.	🔄 Health or Dietary Changes • Developed allergies (nuts, whey) that made TWT products unusable • Medical advice to reduce processed foods, including protein bars
💸 Perceived High Price • Felt the products were too expensive compared to their usual snacks.	⚡ Convenience & Access Issues • Relocated to areas with no quick commerce delivery • Stockouts for favorite flavors on preferred platforms like Blinkit or Zepto
📦 Poor Customer Experience • Issues with delivery, damaged products, or unresponsive support.
⚡ Better Alternatives • Moved to a competitor with more variety, better taste, or lower prices.
⏳ Low Frequency Use Case • Bought a protein powder or bar for a specific need (travel, gym snack) but didn’t see it as a daily necessity.

Negative Actions:

1️⃣ Declining Order Frequency — A noticeable drop in purchase habits, like shifting from ordering 2-3 times a week to just 2-3 times a month.

2️⃣ Unsubscribing from Newsletters — Opting out of TWT’s email updates, signaling reduced interest in staying connected with the brand.

3️⃣ Posting Negative Reviews — Leaving critical feedback about taste, pricing, or service, which often indicates dissatisfaction and a risk of churn.

4️⃣ Decreasing Referrals — A sudden dip in word-of-mouth recommendations, suggesting users no longer feel excited enough about TWT to share it with others.

5️⃣ Cart Abandonment — Users repeatedly adding items to their cart but not completing the purchase, showing hesitation or second thoughts.

6️⃣ Switching to Smaller Pack Sizes — A shift from bulk purchases to single items or smaller packs, indicating a lack of long-term commitment or testing alternatives.

Design resurrection campaigns

Campaigns:

Campaign 1: Big Bites, Small Prices! 💸

❌ Problem
Many first-time buyers hesitate to reorder due to perceived high prices. While they value TWT’s clean ingredients, the cost creates a mental block, stopping repeat purchases.

✅ Solution
Break this barrier with a limited-time discount campaign — encouraging users to reorder, experience the core value, and turn their trial into a habit where price feels justified by quality.

🧑‍🍳User type	First-time buyers who haven’t reordered within 30-45 days. Users who added products to their cart but didn’t check out.
🎯 Goal	Reduce price resistance and build repeat purchase behavior with a time-sensitive offer.
📢 Channel	Email, WhatsApp, Social Media
💡 Pitch/Content	Big Bites, Small Prices! 💸 Healthy snacking just got lighter — on your stomach and your wallet! 🛒 Because the only thing heavy should be your lifts 🏋️‍♀️, not your expenses. 🚀 For the next 10 days only, grab your favorite protein bars, nut butters, and more at 20% off! 🎯 🌿 Clean Ingredients 🏋️‍♀️ Packed with Protein 🌟 Guilt-Free Goodness Don’t let great taste — or great deals — pass you by. 💪 [Claim Your 20% Off Now Button]
🎁 Offer	Flat 20% off on all orders for the next 10 days. Free shipping for orders above ₹999.
🔁 Frequency	Once a month with D7 and D15 reminders
🕒 Timing	→ Email: D30 and D45 after the first purchase. → WhatsApp: D30 and D45 after first purchase. → Social Media: Paid ad targeting cart abandoners and first-time buyers for 10 days.
📈 Success metric	✅ Repeat purchase rate from first-time buyers ✅ Conversion rate for cart abandoners

Campaign 2: "Welcome to The Whole Squad 💪"

❌ Problem:
Users who’ve tried TWT a few times but keep switching to competitors — whether for price, taste, or convenience — lack a sense of brand loyalty or connection.

, which offers

✅ Solution:
Introduce The Whole Squad 💪 — a loyalty program offering more than just discounts. Give users 20% off their next purchase along with 1-month exclusive access to the The Whole Squad 💪 — where they unlock healthy recipes, early access to new product drops, and the opportunity to purchase limited-edition TWT merch — reserved only for members. This transforms them from casual buyers into a part of the brand’s community.

🧑‍🍳User type	Semi-engaged users who’ve purchased 2–3 times but haven’t shown loyalty, with the last purchase 45–60 days ago. Likely exploring competitors.
🎯 Goal	Win back users by reinforcing TWT's unique value prop and nudging them to rediscover their favorite clean snacks.
📢 Channel	Email, WhatsApp, and Instagram (organic + retargeting ads).
💡 Pitch /Content	🔥 Tried the rest? Time to come back to the best. 💚 The Whole Truth isn’t just a brand — it’s a promise No hidden sugars. No shady ingredients. Just 100% clean, honest snacks🍫 ✨ Get 20% OFF on your next order — and unlock FREE 1-month access to the exclusive TWT Loyalty Club! Here’s what’s inside: ✅ Healthy breakfast and snack recipes ✅ Early access to new TWT products ✅ A chance to shop limited-edition TWT merch — designed exclusively for our Whole Squad members 💛 Join the club, snack smart, and stay loyal to the truth. 💪 [Claim Your 20% Off & Join Now]
🎁 Offer	20% off on the next purchase + 1-month free access to The Whole Squad💪
🔁 Frequency	One-time reactivation campaign.
🕒 Timing	Email/WhatsApp: D45–D60 after the last purchase. Ads: Retargeting ads for semi-engaged and churned users for 15 days.
📈 Success metric	✅ No. of users who redeem the 20% discount. ✅ No. of sign-ups for The Whole Squad.

Campaign 3: Making It Right, One Honest Bite🍫

Problem: ❌ Receiving a wrong order or facing a delivery delay creates a poor brand experience, making users hesitant to order again. It damages trust and increases the risk of churn.

Solution: ✅ Embrace TWT’s core value of honesty. Acknowledge the mistake upfront and go beyond a simple apology. Offer a 40% discount on their next order and include a surprise protein bar or chocolate. This not only makes up for the error but also reignites excitement about the brand.

🧑‍🍳 User type	Users who received a wrong order or experienced delayed delivery. Considered "At Risk."
🎯 Goal	Regain user trust by acknowledging the mistake and offering compensation, reducing churn.
📢 Channel	Email, WhatsApp, and in-app notification.
💡 Pitch/Content	We dropped the ball — now you pick up the perks! 🎁 Hey [Name], We messed up your order — and that's not the taste we want to leave you with. At The Whole Truth, honesty is our main ingredient, so here’s the truth: We goofed up. But here’s how we make it right: ✅ 40% off your next order — because a second chance should taste even better. ✅ A surprise snack tucked into your bag — because good things come to those who… get a wrong delivery? We hope this little gesture brings a smile to your face and reminds you that at The Whole Truth, you’re not just a customer — you’re part of our family. We’re here to rebuild your trust, one honest bite at a time. ❤️ [Claim Your 30% Off]
🎁 Offer	30% off the next purchase + a surprise protein bar or chocolate.
🔁 Frequency	Trigger-based — sent immediately after a wrong order/delayed delivery.
🕒 Timing	Within 24 hours of the issue being reported.
📈 Success metric	✅ Redemption rate of discount codes ✅ No. of follow-up purchases within 30 days ✅ % of users moving from "At Risk" to "Engaged" status

Campaign 4: Snack Once, Crave Twice" 😋

Problem: ❌
Users who ordered just once — maybe for travel, a quick post-workout snack, or a random office treat — didn’t come back. It’s not because of a bad experience, but because TWT hasn’t found a way into their daily routine yet.

Solution: ✅
Remind them how TWT can fit into their everyday — from breakfast bars to post-gym bites — and offer 20% off on a pack of 10 protein bars to encourage a daily habit.

🧑‍🍳 User type	One-time buyers who haven’t returned in 45 days
🎯 Goal	Drive repeat orders by showcasing how TWT fits into daily life
📢 Channel	Email, WhatsApp
💡 Pitch/Content	Hey [Name], Was it a one-bite stand? 😉 We noticed you’ve only snacked with us once — maybe a quick protein fix or a travel treat. We want to be your chuddy buddy 🤝 — always by your side, through every craving and every clean bite. Here’s a steal deal for you: ✅ 20% off when you grab a pack of 10 — because one bar is never enough. Because every buddy — even a snacking buddy — deserves a second bite.
🎁 Offer	20% off on a pack of 10 protein bars
🔁 Frequency	One-time campaign
🕒 Timing	Email & WhatsApp sent on Day 45 post last purchase
📈 Success metric	✅ Bulk orders placed ✅ Repeat purchase rate ✅ CTR on emails/WhatsApp

Campaign 5: "Honest Bites, Real Delights."

Problem: ❌
Some users didn’t return to TWT after their first order — not because of a bad experience, but because the taste or consistency didn’t wow them.

This often happens when clean, whole ingredients take center stage over artificial flavors.

Solution: ✅
Rebuild trust by educating users about TWT’s commitment to clean, honest ingredients — and how that sometimes means compromising on taste or texture but never on quality.
Encourage them to give TWT another shot by trying a best-seller at 15% off.
Introduce an exclusive "Behind the Bites" experience: every quarter, invite 100 customers for a factory tour to see firsthand how TWT products are crafted, building transparency and loyalty.

🧑‍🍳 User type	Core users who purchased once or twice but haven’t returned in 45+ days Expressed dissatisfaction with taste or texture
🎯 Goal	Educate users about TWT’s clean ingredients and quality-first approach. Encourage a retry with a 15% discount on best-sellers.
📢 Channel	Email and WhatsApp, Social Media (organic + targeted paid ads).
💡 Pitch/Content	Real Ingredients. Real Taste. Ready for Round Two? 🍫 Hey [Name], We noticed you haven’t been back since your first order — and we get it. At The Whole Truth, we craft snacks that are as tasty as they are honest — using only real, clean ingredients. No secrets, no shortcuts. Are we the sweetest bar on the shelf? Maybe not. But are we the tastiest way to snack guilt-free? Absolutely. So here’s a little nudge to give us another shot: ➡️ 15% off our best-seller — the snack that's turned first bites into forever fans. ➡️ Behind the Bites — a quarterly factory tour for 100 snack-lovers to see how we balance taste and truth in every bar. Nothing Because eating clean doesn’t mean eating bland — it means eating right. [Claim Your 15% Off]
🎁 Offer	15% off on TWT’s best-seller See the magic for yourself — join our Behind the Bites factory tour, where 100 snack-lovers each
🔁 Frequency	One-time reactivation campaign for discounts. Quarterly campaign for Behind the Bites factory tour.
🕒 Timing	➡ Day 45 after last purchase (Email & WhatsApp). ➡ 15-day paid ad retargeting for churned users. ➡ Quarterly invites for the factory tour
📈 Success metric	✅ Orders placed for the best-seller. ✅ Open rate & CTR for email/WhatsApp. ✅ Sign-ups for the Behind the Bites tour.