Not Just Co.

Helping a Bootstrapped Sauce Startup Get Shelf-Ready for Target and Beyond

The Challenge
When I joined Not Just Co., the brand had no defined positioning, limited sales traction, and no dedicated marketing budget. With minimal resources and no full-time marketing team, they needed to clarify their brand, build awareness, and stand out to retail buyers in a crowded category.

The Insight
What made Not Just different was right there in the name—versatile, better-for-you pantry staples that went way beyond pasta night. Each product could be used across breakfast, lunch, dinner, and even apps, making it a true kitchen staple. But without a clear strategy, that story wasn’t breaking through.

The Idea
I built the brand strategy from scratch, defining a flexible, flavor-forward positioning that highlighted Not Just’s everyday utility and modern pantry appeal. I rewrote core messaging, led visual development, and created investor and retail pitch decks that helped the brand raise funds and land a national launch in 250 Target stores.

To support the launch, I built and managed a lean team, hiring a part-time content lead and bringing on a performance marketer. We activated a scrappy but effective retail program with influencer outreach, affiliate, email, SMS couponing via Aisle, social content, and a refreshed brand photoshoot, all on an all-in $10K budget.

The Impact

• 600% YoY sales growth

• Named Best New Tomato Sauce by People magazine

• Secured national Target distribution (250 doors)

• Established a scalable marketing foundation and built the first team

• Positioned the brand as a modern pantry essential—not just a pasta sauce