Having pickles has never been so cool!

"Pickles as a snack? Really?" That's what I thought! Even though it is not in the UK, It is a norm in the US. Adam Sandler approves it.

There are still so many people who are willing to go to war on this matter. I am not a Moses to draw a line in between because I am all in for it...the snack, not the war!

Branding pickles as a hot girl snack is, hands-down, one of the best things someone could see now in business.

The Blunt Section:

1) Community:

It is so funny to find out that every social media marketer, including myself, is focusing more on Instagram reels neglecting the grid photos or carousels. This was a post-Instagram update when the CEO Adam Mosseri mentioned that Instagram now focusing more on Reels/videos. So every social media marketer flees to the reels section like the flies to the nectar to hit the KPIs. Turns out that if your community cares enough, the numbers will be there. good girl snacks proved it. Thanks to Leah Marcus and Yasaman Bakhtiar.

They have more human and relevant engagement than any other promising and growing brands I have come around in a while. (no comment "XYZ if..." CTAs just for the sake of KPIs) They care about their audience and in return, their audience cares about them.

The innovation behind the Good Girl Snacks community on social media lies in its ability to merge food branding with lifestyle and cultural trends, particularly appealing to Gen Z's affinity for authenticity, humor, and boldness!

Their lifestyle-driven brand positioning attracts more people to be a part of the community.

2) Branding:

They are persuasive and direct with their vision. (need to call out my dear copywriter here)

Simply put, they are simple and bold—bright visually appealing colors with modern aesthetics and playful elements. The packaging and social media presence uses vibrant colors, doodles, and clear typography creating a quirky yet polished aesthetic that resonates with Gen Z's love for fun and curated brands.

What I have observed is the brand uses cultural reverence at its best to capitalize on social media—The trends on TikTok like "hot girl summer", and "girl dinner", etc— which help their brand remain trendy and culturally relevant.

What gives their brand a unique edge in the snack market, is their cross-industry inspiration, such as Beauty and snacks. That combined comes off as a fashion statement that traditional food product! So a snack that is not just a snack...

The Innovation in their branding lies in the ability to transform a simple product into a cultural statement through strategic positioning, design, and trend alignment.

3) Content & Marketing:

They are direct with their storytelling! No trying to be smart, No cinematic shots to express a simple point. On-point and direct UGC at best. Their bio hook reads " 2 best friends, 1 cute pickle company" and the content on their socials aligns with that cadence.

Leah and Yasaman understand the short-form content which is why they got over 10k followers on Instagram in just 7 days.

What makes their community a tight-knit is their brand journey. Leah and Yasaman, both are the face of their content, giving a glimpse of product development, and brand evolution, creating a sense of transparency and authenticity!

They are quick on their feet with trends to stay relevant. They used Justin & Hailey Bieber as a reference for their content, even Selena Gomez. (Cultural and Trend integration) (watch that content here and here)

Gen Z prefers brands that are not too serious and are fun to be a part of. (Media Culture: The Key Traits That Define Gen Z Consumers, Mckinsey: ‘True Gen’) The content makes sure it has a light, relatable, and humorous tone while keeping it highly visual and engaging.

Good Girl Snacks has mastered the art of staying relevant without compromising its bold, unapologetic identity. Their community-driven, trend-savvy approach, combined with a visually irresistible brand and no-nonsense content, sets them apart in an overcrowded market.

They don't just sell snacks; they’ve crafted a lifestyle, one that speaks directly to Gen Z's need for fun, humor, and a sense of belonging.

Good Girl Snacks is one to watch: A brand that merges culture, food, and fashion with flair.