In conversation with Campaign Middle East, Kris Fade, the Founder of UAE’s homegrown healthy snacks company Fade Fit discusses how much of the sales and brand success of Fade Fit can be attributed to the influencer marketing aspect of ‘Fade’: the Virgin Radio presenter and Dubai Bling star Kris Fade, and how much of it can be attributed to ‘Fit’: the healthy snacks products that represent the core of the brand.
In the latest ‘On The Record‘ video podcast episode, Kris Fade shares the story behind Fade Fit, how it all started, how it’s grown, the brand-building efforts around it, the impact of influencer marketing and user-generated content, the power of social media and integrated marketing, future expansion plans, and the stakeholders – people and agencies – responsible for the remarkable year-on-year growth of the business.
“I put AED 30,000 into this company five years ago and I’ve never had to put another dime into it. It’s only making money every single month. We’ve grown into a multi-million dollar company. I don’t want to say that the first three and a half years were ‘baby games’, but it was ‘cute’. After that we really began to see growth. Now, we are a serious business and we are impacting the shelve. When I see that our family brand from the UAE, from Dubai, is up against these big multinational companies from the US, it gives me goosebumps. I’m so proud of it,” Kris Fade said.
To dig deeper into the secrets of the brand’s success and to listen to a very intriguing conversation on brand-building and marketing from a founder-led approach, watch the full video above.
CREDITS:
Host: Anup Oommen, Editor, Campaign Middle East
Guest: Kris Fade, Founder of Fade Fit
Videography: Mark Mathew, Creative Content Producer, Motivate Create
Production: Rupashree Ravi, Content Producer, Motivate Create
Studio: Ahmed Abdelwahab, Studio Manager, Motivate Media Group
