Xama delivers a box of healthy snacks to the office every Monday morning: dried fruit, bars, nuts and shots. By subscription and with the particularity that each week the team will receive a different selection of products.
It was founded by two brothers who come from the hospitality and corporate catering sectors, so they knew the product, the suppliers and the logistics long before they had a brand.
Explain why a company should pay for this. Selling snacks to a company is complex because the person who signs off on the purchase isn't necessarily the one eating the bar; what they are buying is for their team to see that someone has thought of them. And the decision-maker is usually an office manager or someone in human resources in a company of over fifty employees, with their own budget and the task of making the office a place people actually want to come to.
Opposite them is a competitor already installed in many offices, the landing's vending machine, which solves occasional hunger and says nothing to anyone. The brand had to make the difference between one thing and the other clear, in a single sentence.
From the brand sprint came the territory of "not boring", an idea from which everything else is activated. If a snack, a box, a piece of content, or a simple email might turn out to be boring, it doesn't move forward. That same criterion was later written into the voice platform as a mandatory condition for any communication.
Colourful aesthetics, a peer-to-peer approach, an ironic tone, and a focus on variety and surprise ahead of the nutritional table, so it's understood that what is being bought is not the cashew, but what happens in the office on a Monday during the coffee break.
A website designed to order a trial box rather than to sell a plan, and a go-to-market strategy that did not depend on a single channel. Cold mailing, the founder's LinkedIn, paid campaigns with a small and measured budget, paper letters to selected offices, and sales visits with the box under the arm.
Spotify, Ecoalf, Sheedo studio, Gray Matter and Pondeo are some of the organisations that receive their Xama boxes at the office every Monday. And their teams are delighted.
