In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Elizabeth Pigg, Chief Communications Officer at That’s it. That’s it. has become America’s number one selling fruit bar by mastering the art of simple messaging in a complex market. Founded by Dr. Lior Lewensztain as a solution to help Americans get their daily fruit servings, the company has grown from farmers markets in Los Angeles to 85,000 retail doors nationwide. Elizabeth shares how they’ve built trust and scaled growth by deliberately choosing simplicity over complexity, creating authentic community connections, and turning their product limitations into competitive advantages.

Topics Discussed:

• Building brand trust through radical ingredient transparency

• Scaling in-house creative production while maintaining agility

• Strategic sampling at massive scale (10 million samples annually)

• Leveraging micro and nano influencers for authentic UGC

• Preparing for AI-driven commerce and search evolution

• Creating multiple use cases for simple products across demographics

• Balancing viral content opportunities with consistent messaging

Lessons For Consumer Marketers:

Trust Simplicity Over Complexity in Messaging

That’s it. discovered that their simplest campaigns outperformed elaborate creative executions. After experimenting with “crazy creative” campaigns and working with big-name influencers, they returned to their core message “fruit + fruit” and experienced faster growth in the last 3-4 years than when they used flashier approaches. Sometimes the most obvious message is the hardest to execute but delivers the strongest results.

Build Authentic Community Through True Brand Fans

Rather than chasing celebrity endorsements or expensive influencer partnerships, That’s it. focuses on micro and nano influencers who are genuine users of healthy snacking products and have children. They thoroughly vet potential partners to ensure their existing content naturally aligns with healthy, nutritious snacks, creating authentic advocacy rather than forced sponsorships.

Transform Product Constraints into Marketing Advantages

That’s it. turned their two-ingredient limitation into their strongest differentiator. Instead of trying to hide simplicity, they made it their core value proposition, especially as consumers increasingly scrutinize ultra-processed foods. They demonstrate that constraints can become competitive moats when positioned correctly.

Scale Through Strategic Sampling, Not Just Digital

While maintaining strong digital presence, That’s it. prioritizes physical product trials with 10 million samples distributed annually. They focus on strategic sampling in K-12 schools during back-to-school season, allowing parents to experience the product firsthand and understand its practical applications as a school-safe snack.

Create Multiple Use Cases for Single Products

That’s it. markets the same fruit bar differently to various audiences without changing the product. They position it as quick energy for marathoners, convenient nutrition for busy parents, portable solutions for multitaskers, and accessible nutrition for seniors who can no longer bite into fresh fruit. Multiple messaging frameworks expand market reach without product proliferation.

Prepare for AI-Driven Commerce Evolution

Elizabeth tracks the integration of Shopify with ChatGPT and considers how SEO might evolve into “GEO” or “AEO” (Generative/AI Engine Optimization). They’re positioning to ensure That’s it. appears in AI-powered search results when consumers ask for solutions like “healthy snack for toddler with nut, soy, and wheat allergies.”

Listen to Unfiltered Consumer Feedback

Rather than relying heavily on traditional market research, That’s it. monitors Reddit and Facebook groups where their target audience shares honest opinions without filters. Elizabeth believes this authentic feedback is more valuable than formal focus groups that might not represent true consumers and can “suck the life out” of potentially great creative ideas.