From Jar to Vase
Countertop Nutrients
Go places. Safely.
The Countertop Moat
The Pantry Staple
The next chapter starts here. Scan to co-author. #SecondSpoon
Owning the Moment After the Last Spoonful
Fix & Fogg owns the first spoon: craft, quality, trust. The opportunity now is the moment after the last spoonful, where the jar either becomes waste or becomes part of the home. Second Spoon is a lightweight system to help the brand “arrive” on the countertop.
The Diagnosis: A Story Without a Home
The “Go Places” visual language documents adventure brilliantly, but our audit found a consistent gap: the jar rarely appears at home. The story ends at the empty jar. That leaves a key question unanswered: after the adventure, where does it live?The Mechanism: An Engineered Ritual
This is a behavioral layer, not a campaign. Built on existing touchpoints.- The signal: a discovered invitation (lid sticker) that prompts the “what next?” moment while the jar is in hand.
- The canon: premium reuse archetypes that make repurposing feel designed, not worthy.
- The engine: a curated #SecondSpoon feed that turns customers into co-authors.
The Strategic Payoff: The Countertop Moat
- Physical presence: reuse turns the jar into ongoing, unpaid brand media in the kitchen.
- Loyalty Through Co-Creation: Shifts buyers into contributors.
- Authentic content loop: a steady stream of real-home imagery at lower cost than staged production.
- Tangible circularity: moves B Corp from certification to everyday behaviour.
The Path
The blueprint outlines an 8-week lean pilot designed to validate the ritual quickly, with minimal investment and clear scaling steps.The playbook for the last spoonful.