The Whole Truth: A Closer Look at Its Approach to Marketing

Who doesn’t love taking protein shakes or eating protein bars before hitting the gym or taking protein shakes while working out, and who don’t like eating chocolates, or eating snacks maybe while working or during your resting time.

But have you ever stopped to wonder or imagined what exactly are you consuming every day? No right, the truth, as it turns out, isn’t always appetizing—most snacks are loaded with hidden sugars, preservatives, and mysterious “natural Flavors.”  And also that scoop of protein or so called protein chocolate you trust to fuel your workout. It might be doing more harm than good. With ingredients you can’t pronounce and claims that sound too good to be true, many protein powders leave you guessing about what you’re putting into your body.

From our research we found one brand that stood out in this cut throat competition is The Whole Truth. As the name suggests the brand is not only making tough for the competitors but also trying to educate the audience with their witty Instagram or you tube videos.

Let’s deep dive into some of their strategies and also lets understand what is this company all about

Introduction about the brand:

The Whole Truth is a modern FMCG brand that focuses on creating 100% clean, honest, and transparent food products that is trying to help people who wants to eat healthy food.

About the owner and his story

Shashank Mehta: The Journey Behind The Whole Truth

Professional Background

• Before founding The Whole Truth, Shashank Mehta spent a significant part of his career in the FMCG industry namely Unilever (one of the largest consumer goods companies in the world) and later, he joined Rebel Foods, the company behind brands like Faasos,

The Personal Journey:

In one of the interviews on one of the podcasts on Youtube, when asked about the question on his journey for starting this brand he said “The journey was deeply personal, and for much of my life, I struggled with obesity, trying various diets, fitness plans, and so-called “healthy” products but finding little success. This struggle opened his eyes to the lack of transparency in the food industry—especially the deceptive marketing practices that often labelled unhealthy products as “nutritious.”

Building the Brand’s Core

The Vision:

Is to rebuild trust in the food industry by offering products that contain only the ingredients mentioned on the label—nothing more, nothing less. Their tagline, “No lies, no half-truths, only the whole truth,” resonates strongly with health-conscious consumers.

USP:

Ingredient Transparency: Their products are free from artificial additives, preservatives, and sugar substitutes.

Packaging: The brand ensures complete transparency by printing the exact ingredients on the front of their packaging, breaking the traditional Mold of hidden details.

Now lets’ Understand some marketing practices that the company followed:

Let’s start off with the very famous framework, the STP model, which is (Segmentation, Targeting, and Positioning). Let’s deep dive into it:

Segmentation:

With the rise of unknown diseases, people are becoming health conscious, looking for healthy snacks, reading the food labels, and following fitness trends. They are also willing to pay a premium for healthier options for taking these snacks.

That’s where The Whole Truth is focusing on

They focus on urban, health-conscious individuals, primarily millennials and Gen Z and also families who prioritize transparency and quality in their food choices.

trends, and are willing to pay a premium for healthier options.

Targeting

• Primary Audience:
  The primary target audience is digitally-savvy consumers through their D2C (Direct-to-Consumer) model.

To understand this better, let’s take a user persona of a customer.

Secondary Audience:

Let’s take an example and do the user persona for Secondary Audience as well

With their expansion into offline retail stores, also targets casual shoppers in premium supermarkets and health-focused stores. By this the brand is also helping people like Anjali get the product offline.

Positioning

It positions itself as a disruptor in the FMCG market by offering “100% clean, transparent, and honest food” that tastes as good as it is good for you. Their brand voice is authentic, relatable, and often witty, which resonates with their audience.

Another marketing way that we need also to look at is

Content Marketing as Education.

The employees in the brand with their knowledge have educated the consumers by writing blogs, and also for those people who are interested in watching videos have promoted by educating them by creating video content on YouTube and also to connect to the young generation they have promoted the brand through Social media, especially Instagram. If you think they must have only done these then you are wrong, they went beyond promoting products like they educate consumers about food myths, hidden sugars, and the importance of reading labels. This positions them as thought leaders in the clean-eating space.

Experiential Marketing:

Let’s Understand what the concept of Experiential Marketing is:  It is to Create memorable, engaging experiences for consumers to connect with the brand

How is the whole truth about using it? They create fitness challenges by asking consumers to experience the food firsthand.

Customer Centric Marketing:

They also are very customer-centric. Let’s understand how: With their clear labeling, informative packaging, and responsiveness to feedback, they showcase a customer-first approach. Also, they frequently engage with their audience on social media to improve their offerings.

Story Telling Marketing:

One of the most important aspects of marketing is storytelling, whether offline ( through the packaging or personal story) or online. That is where the owner, Shashank Mehta’s personal journey from battling obesity to founding the brand creates a compelling narrative that consumers relate to and trust.