Big Daddy, a gourmet oatmeal cookie sold in convenience stores and vending machines, was being attacked from all sides by increasing competition. While junk food remains predominant, so-called nutritious options have grown over the past 5 years. The brand was already at a crossroads: settle for stable sales—in a slight decline, in fact—or seize the opportunity to reposition itself in a different and desirable way to meet consumer expectations. Create a strong brand platform that could support a new, more nutritious and energetic product proposal via functional ingredients like oats, enriched wheat flour, eggs, and soy protein.