Feastables is a Beast of an Idea
What would you do with a YouTube audience of over 34 million viewers and over 3 billion views?
Philanthropist and entrepreneur Jimmy Donaldson, AKA MrBeast, has started a hamburger delivery business, given away a million meals to the homeless, and is now heading into the snack world.
His watchword is disruption of any segment he enters. And the most significant asset he has is an unbelievable audience passionate to support him.
Instead of focusing on sustainability or a product, Jimmy emphasizes gamification and giveaway. His mission is to deliver plant-based, gluten-free chocolate bars with simple ingredients.
His new venture is called Feastables.
MrBeast has launched a snack brand rooted in gamified experiences selling chocolate bars. Donaldson grew up with Crohn’s disease, which made him aware of the need to produce high-quality snacks more accessible.
“Be on the lookout for exciting stunts and giveaways with every Feastables drop,” Donaldson says. “No other brand is creating quality snacks with a focus on fun at a mass scale, and I’m excited for everyone to experience it.”
The current product portfolio is just the beginning of a much bigger vision. Donaldson, who will serve as Feastables’ founder and creative visionary, hired Jim Murray, former president of RxBar, to lead the company’s strategy.
Feastables will hold sweepstakes totaling over 1 million dollars in prizes and offers. Ten lucky grand-prize winners will be selected to compete in a MrBeast YouTube video for the chance to win MrBeast’s Chocolate Factory.
There will also be thousands of instant-win prizes up for grabs, including a Tesla, Sea-Doos, Beats by Dre earbuds, and dozens of other giveaways.
The chocolate bars are available at Walmart.com, with expansion in the works.
Why Audience Matters
When you have a following from 34 to 34 million people, it opens the door to serve them – not sell them but serve them.
In Jimmy’s case, he is bringing them into a Willy Wonka-like gaming world that makes snacking fun and game-like through the chocolate bar. He is over-indexing on promotion compared to other snack food brands. And with 34 million fans who adore his videos, this is a precious opportunity as he gives away everything from a Tesla to a genuine chocolate factory!
The traditional snack food company creates a product and then markets it.
Jimmy built his audience first – amused them, enticed them, and made them laugh. He served them with content they couldn’t find anywhere else.
Now he is coming back to them to become a part of his world to do good and have sweet fun – for $2.99
Prediction: Since so much of his audience is male, watch him enter the meat snack (beef jerky) market in the future and disrupt that category.
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