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

Episode notes

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.