Just BARE is just chicken. No antibiotics, no added hormones, no nothing. But as these attributes became a price of entry—versus true differentiators—it was our job to create demand in new and different ways. We did that by telling a simple story about goodness, appealing to mindful eaters who care about the food on their plate. As Just BARE grew (by leaps and bounds), we evolved the core story to bolster engagement, drive sales and elevate the brand in the minds of loyalists and newcomers alike.