Over the following three years Theory Crew embarked on an annual four-month earned media and influencer campaign, contributing to Mayver’s massive growth in market-share.
Theory Crew started working with Mayver’s when they had only one jar in health food stores.
During this period the brand escalated from one product on shelves to 16 pure-state products stocked in Coles and Woolworths; sealing it as a widely-recognised brand among Australian consumers. Mayver’s experienced a 600% sales increase from $1.5m to $9m in just 3 years and has continued to grow 200% per annum to over $28M revenue.
Thanks to Theory Crew’s early initial work with Mayver’s, the brand has established a robust online tribe comprised of influencers who are massive organic contributors to its online content strategy.