Gail Becker’s New Approach To Speaking To The Caulipower Consumer

CAULIPOWER, most known for being the leading maker of cauliflower crust pizzas, is on a roll with its innovative approaches to frozen and healthy takes on the food we all love. It was only months ago the company rolled out new healthy pasta options and more recently the company pushed boundaries with its latest new entertaining ad campaign, born out of a surge in playful customer feedback. CEO and founder, Gail Becker, has found speaking to the CAULIPOWER consumer in a new approach with their Pizza Droop campaign has brought a newfound connection to their loyal fanbase.

After the company launched its stone-fired pizza crust back in May of 2021 they received an outpouring of customer feedback and comparisons with other frozen pizza brands that led her to drum up a witty idea. Becker said that “people started sharing pictures of competitors’ “droopy” frozen pizza and thanking us for creating an option that is not only better for them, but actually crisps up and tastes like good pizza.” This customer driven feedback, inspired the company to create its “Pizza Droop” ad campaign. The campaign features a series of commercials playing off of pharmaceutical ad techniques where they try to make people aware of a problem they didn’t know they had. In this case it’s making people aware they are suffering from eating “droopy” pizza and CAULIPOWER being the solution to their problem.  

“People started sharing pictures of competitors “droopy” frozen pizza and thanking us for creating an option that is not only better for them, but actually crisps up and tastes like good pizza!” exclaimed Becker. “We realized that there were millions of people settling for what we coined as “Pizza Droop” and we wanted to find a creative and edgy way to introduce them to America’s #1 Cauliflower Crust. As a brand known for not taking itself too seriously we thought, how can we bring these real experiences to life in a relatable way and highlight the true pizza-like experience that you can only get from CAULIPOWER? At that moment, the concept of “Pizza Droop” was born. As I always say, if the crust isn’t crispy, it’s just not pizza!”

Even though it was more of a creative risk with the commercials, Becker said it has paid off greatly as it has strengthened the loyalty of their current customers, in addition, to attracting new customers. “CAULIPOWER is known for listening to what consumers want. We know that our fans are looking for healthier, easier versions of their favorite foods, and they want it from a brand that they can trust, that understands them, and that makes them laugh,” she shared. “As we continue to evolve our product line with innovative (and delicious) products, we’re always looking for new and exciting ways to speak to our consumer, whether that’s through our packaging which we updated in February of this year, creative meal hacks on our social feeds, or risque campaigns that make them smile. Because of this, we’ve been lucky enough to build an incredibly loyal customer base since we launched in 2017.”

The company’s newest launch includes its first foray into the breakfast aisle. Breakfast Scrambles, are CAULIPOWER’s healthy alternative to traditional frozen breakfast bowl offerings, and also how she has been able to stretch the imagination when it comes to reaching her customers. “If we discover that we can take something – like breakfast – and make it significantly better nutritionally, make it easier for people to prepare, and still deliver on the delicious taste that people love, that’s when we know we’re onto something,” said Becker.

According to Becker, the frozen breakfast bowl category grew 32% over the last 12 months, and healthier alternatives are seeing 61% year-over-year growth. “We have discovered that 42% of people find that eating a healthy breakfast makes them feel better about themselves, and when selecting a breakfast item, nutrition and convenience take priority.” CAULIPOWER’s new Breakfast Scrambles, according to the company, are the lowest in calories and fat per container compared to leading brands in the category. Each bowl, according to Becker, is packed with protein, all with the delicious, freshly made scramble taste without the hassle of the clean up.

“As we continue to expand into new vegetables, new flavors, and new day-parts, our mission is for people to see the CAULIPOWER logo in the freezer aisle and trust that they’re bringing home a healthier, easier version of the food they love,” Becker said. Beyond the vast potential that CAULIPOWER has capitalized on over the past several years to bring more health options to the frozen grocery store isles, the company’s founder and CEO Gail Becker whole-heartedly believes in the value that customers bring to the table when it comes to growing and innovating her business. “In true CAULIPOWER fashion, we’re listening to what consumers want.”