How “That’s It” Grew a $100M Healthy Snack Brand With SEO + AI with Elizabeth Pigg

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs.

In this episode, we’re joined by Elizabeth Pigg, Chief Communications Officer at That’s It., the healthy snacking brand proving that “simple” can scale. Elizabeth breaks down how modern comms teams now need to speak to journalists and consumers, but also to generative engines, knowledge graphs, and AI systems shaping discovery.

 

Key Talking Points

✅ What That’s It. Does. A healthy snacking company where every snack is five ingredients or less, with fruit as the main character. No added sugar. Simple ingredients. Not ultra-processed.

✅ Elizabeth’s Role: PR + Comms Across Every Touch Point. Elizabeth leads PR and communications end-to-end, including messaging, content creation, and brand narrative across the entire organization.

✅ Scale + Authority. That’s It. operates at major scale with 85,000+ retail doors, $100M+ revenue, and the position as the country’s largest fruit bar brand (as shared in the episode).

✅ The Branding Challenge: “That’s It.” Is Hard to Rank For. “That’s it” is one of the most common phrases in English. Add in the fact that their products are often just two ingredients of fruit, and their biggest competitor becomes… produce itself. Discoverability is a constant puzzle.

✅ Why AI Makes Discovery Easier for This Brand. Conversational AI queries (“snack for a kid with allergies,” “no added sugar,” “simple ingredients”) can surface That’s It. more naturally than trying to win a query like “That’s It apple blueberry bar.”

✅ Optimizing Findability: Website Upgrades. The team is actively improving:

• the Press page
• the FAQ page
• product listings with richer, clearer product info
  Elizabeth’s view: SEO isn’t going away. It’s becoming increasingly aligned with AI visibility.

✅ Press Releases as AI-Readable Assets. When issuing press releases, they’re intentionally aligning language across channels, using clear phrasing that supports both human understanding and machine parsing.

✅ Training the Sales Team on Messaging for AI Discovery. Elizabeth coached internal sales teams on why consistent phrasing and message hierarchy matters. Product descriptions, press releases, retailer decks, and journalist outreach all need to reinforce the same narrative and “ownable” phrases.

✅ Authority Layer: Nutrition Fam (1,500 RDs). That’s It. works with a network of ~1,500 registered dietitians, including retail and media RDs, to:

• understand real customer questions
• refine messaging based on how people actually talk
• reinforce credibility signals that AI tends to weight (qualified experts)

✅ The Hard Part: Reviews and AI Summaries. Elizabeth flagged a major risk: AI review summarizers can pull from old feedback even after products improve, which creates narrative drag. The best defense is consistency, quality, and helping customers interpret reviews intelligently (truth often sits in the middle).

✅ Content Flywheel Strategy. Their approach starts long-form, then repurposes:
Blog → Email → Instagram/TikTok → SMS → PR angle → RD quotes + cross-promotion
This creates repetition across channels without chasing shiny objects.

✅ Being “Aware, Not First.” Elizabeth’s philosophy: being first rarely wins long-term. They watch new ad products and platform changes closely, but avoid over-investing until measurement and attribution mature.

✅ What They’re Excited About Next. Beyond text and SEO, they’re watching the next wave: video, live formats, platform shifts, and how health education spreads as millennials age into longevity-focused decisions.

 

Notable Quotes & Moments

📌 “AI is actually making things a little bit easier for a brand like us.”
📌 “Everything that’s written in a product description is deliberate.”
📌 “The message hierarchy is intentional.”
📌 “We’re not chasing shiny new objects, but we will know about them.”

 

About Elizabeth Pigg

Elizabeth Pigg is the Chief Communications Officer at That’s It., leading PR, communications, and content strategy across the brand’s full ecosystem. She brings an SEO-informed comms perspective to modern discovery, with a strong focus on message consistency, authority-building, and AI-era visibility.

🔗 LinkedIn: https://www.linkedin.com/in/epigg/
🌍 Website: thatsitfruit.com

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At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today:
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👋 Connect with your hosts:
👉 Chris Panteli on LinkedIn
👉 Nick Biggs on LinkedIn

 

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