YFOOD

yfood is long past its start-up phase. With more than 100 million drinkable meals sold and a strategic partnership with Nestlé, the company has grown into an international scale-up. But with scale comes expectation: the brand doesn’t just need to lead the market — it needs to be loved and understood.

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The challenge is clear. Drinkable meals require explanation. Between skepticism, misconceptions, and debates around “meal replacement,” yfood needed a strategy that builds trust, validates real benefits, and creates excitement — without losing its innovative edge.

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Our mission was to position yfood as a true love brand, exactly where mindset, future thinking, and lifestyle intersect. From the gaming sector to parent communities and strong B2B environments such as OMR, we created emotional touchpoints and thought leadership across highly relevant audiences.

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Services

• Strategic brand positioning in a scale-up context

• Storytelling to explain and validate product benefits

• PR and media campaigns including the gaming collaboration Starfield Edition

• Educational advertorial campaigns such as the Luna mum best practice

• OMR activation including event concept, VIP ambassador strategy, and word-of-mouth campaigns

• B2B reach building via LinkedIn influencers

• Radio campaign, event management, and promotions