Gone Rogue

Building Awareness and Generating Trial With Celebrity Influencers

Breaking into the health food market can be challenging, even as a major family-owned food brand, which is why MERGE was tapped to help introduce the first-of-its-kind high-protein chip to its perfect audience: athletic adults. Through a strategic combination of professional athlete influencer endorsements and targeted regional events, the brand received a total of 1.55 billion earned media impressions, and earned the spot as the #1 seller of healthy snacks and beverages on Amazon.


  • Influencer Relations

  • Event Activation

  • Earned Media


When Land O’Frost was set to introduce a new product, Gone Rogue High Protein Chicken Chips, the company looked to MERGE to help build awareness and drive trial for the first-of-its-kind product.


Land O’Frost needed a way to connect with and entice the product’s target audience: athletic adults between the age of 25-54 within several target regional markets. 


In addition to attracting consumer audiences, Land O’Frost sought attention for Gone Rogue from retailers to drive in-store access to the product. 


MERGE deployed a strategy centered around celebrity endorsers supporting a mix of in-person events and virtual media tours. The endorsers included four high-profile professional athletes at the height of their career: 


- MLB all-star Hunter Pence
- NFL player Mitch Trubisky
- NFL player Adam Thielen
- Pro soccer player Carli Lloyd


In addition to consumer and retailer meet-and-greets, the athletes each endorsed the brand as an integral part of their training routines on their social media platforms, Gone Rogue’s social media accounts and secured local and national media interviews. 


Through timely celebrity engagement across 2 in-person activations in the Chicago and San Francisco markets, 3 virtual activations targeting the midwest and national markets Gone Rogue earned the attention of:


- Consumers nationwide  
- Regional retailer partners 
- Regional and national media 


Highlights of national media include interviews with athletic-oriented outlets such as ESPN, Sports Illustrated, FOX Sports, NFL.com, the Athletic, among others.


The attention resulted in multiple correlated spikes on Gone Rogue’s Amazon storefront and for three days around the Trubisky event, Gone Rogue became the number 1 selling item in Amazon’s Healthy Snacks & Beverages category.



Seller in Amazon’s Healthy Snacks & Beverages category


Regional + national media interviews


Social media impressions


Total earned media impressions

Earned Media Coverage

Influencer Interview

Carli Lloyd spoke with TODAY while promoting Gone Rogue, whose high-protein chips and snacks have become a staple of her diet.

“As I’ve evolved, I’ve become more lean and fit,” she said. “I feel really good. I come down the steps in my house better than I did a couple of years ago, so I think that’s a good sign.”

TODAY interview