In a price-driven category, Victoria needed to stand for something more. We repositioned the brand around Ingredients Come First and brought it to life with a bold packaging redesign that put real ingredients front and center—creating instant shelf impact.

To drive conversion at retail, we developed a multi-channel digital campaign featuring in-market banners and a competitive comparison game that made it easy for shoppers to see the difference. Every touchpoint reinforced the core message: when ingredients come first, quality speaks for itself.