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THINSTERS and ParmCrisps Looks to RMD For Public Relations and Brand Expertise

THINSTERS and ParmCrisps Looks to RMD For Public Relations and Brand Expertise

RMD Advertising, a fully integrated advertising, public relations, social media and brand strategy agency, focusing exclusively on growing challenger food brands, announces the addition of THINSTERS and ParmCrispsto its list of established blue chip food clients. Under the same parent brand, That’s How We Roll, LLC, RMD will help bring both brands increased brand awareness and expanded reach of products. THINSTERS offers a variety of better-for-you cookie thins to satisfy your sweet tooth, while ParmCrisps offers a keto-friendly, 100 percent pure cheese cracker that packs a decadent, savory crunch. Both will lean on RMD’s public relations expertise to help raise awareness and knowledge about the brands.   Thinsters

THINSTERS tout “deliciously crunchy” cookie thins that are Non-GMO, made with better-for-you ingredients and without corn syrup or hydrogenated oils. With flavors like Chocolate Chip, Key Lime Pie, Toasted Coconut and more, each cookie is designed to give consumers a satisfying crunch. ParmCrisps are a keto-friendly, high protein and low carb snack. Coming in a variety of flavors with the latest being Brick-Oven Pizza, all ParmCrisps are 100 percent premium cheese crackers that also offer a satisfying crunch.    ParmCrisp

“These two national brands are on trend, to say the least. We’re thrilled to be a part of the team that takes these well-known brands to the next level,” shares RMD Advertising Managing Partner and Brand Strategist Sue Reninger. “With two different consumers and two completely different snacks and flavor profiles, we’re eager to bring these consumers closer to these brands and the brands to consumers.”

RMD’s ideas address the challenges faced by the agency’s clients with solutions embodying the words smart, creative, sharp, passionate, gratitude and problem solving. Objectively considered one of the strongest brand-oriented challenger food advertising agencies in the country, the RMD team works to find a better way for clients to relate to their audiences from both emotional and intellectual perspectives. In being determined as an agency within the top 20 performing firms by O’Dwyer’s for two years in a row, RMD’s depth of knowledge within the challenger food category, specifically, separates it from the rest and makes it the ideal partner for THINSTERS and ParmCrisps.

O’Dwyer’s Recognizes RMD Among The Best Food Agencies

O’Dwyer’s Recognizes RMD Among The Best Food Agencies

RMD Advertising has been recognized by O’Dwyer’s as one of the top 20 agencies nationwide specializing in food. This acknowledgement demonstrates RMD’s exemplary work within the advertising, public relations, digital and social media worlds, particularly within the food industry. A total of 49 agencies complete the O’Dwyer’s list of top Food & Beverage Public Relations Firms of 2019, ranking those that have demonstrated their expertise in niche marketing within the food industry.  Awards

In being determined as an agency within the top 20 performing firms, RMD’s depth of knowledge within the challenger food category, specifically, separates it from the rest. An accomplished 27-year history and a full roster of blue-chip food clients has marked RMD’s presence as a continuously growing force. The agency is known for serving national food and beverage brands that are category leaders – brands that have carved out a strong niche for themselves and prefer to work with an agency that is as committed to their growth as they are. What differentiates RMD is a compelling promise to documenting tangible results backed by unique expertise that precedes confidence in sales-oriented results.

“RMD has always been focused on quality, smart and highly strategic work. The challenger food category is where we shine,” shares Sue Reninger, Managing Partner, Client Brand Strategist at RMD Advertising. “To be recognized for our integrated work for food and only food for the past 15 years is an honor. We’re proud to be able to work with passionate food brands, who have driven us to continue growing, pushing and making strides within this exciting industry.”

RMD’s ideas address the agency’s clients’ challenges with solutions embodying the words smart, creative, sharp, passionate and problem solving. Objectively considered one of the strongest brand-oriented challenger food advertising agencies, the RMD team works to find a better way for clients to relate to their audiences from both emotional and intellectual perspectives.

 

RMD Receives Top Grand Award From the American Marketing Association

RMD Receives Top Grand Award From the American Marketing Association

RMD Advertising, an integrated advertising, brand strategy, social media and public relations agency, regarded as the expert in the challenger food brand category, has been recognized with six awards from the American Marketing Association’s annual Achievement In Marketing (AIM) Awards.

The awards won include: Grand AIM Award for Keystone Meats “What’s Your Beef?” Campaign, Platinum and Gold Online Marketing Division for Southern Recipe Small Batch’s Social Media Strategy, Platinum and Gold Integrated Content Marketing for Keystone Meats “What’s Your Beef?” Campaign and Gold Marketing Campaign for Braxton Brewing Co.’s new product Pumpkin Pie Ale. These awards speak to RMD’s imaginative and innovative use of media, social media, content production and online influencers to create successful and influential campaigns through Braxton, Keystone Meats and Southern Recipe Small Batch.     RMD Wins aAMA Award

The AIM Awards recognize leaders and innovators in marketing, communications, graphic design, public relations and advertising throughout Central Ohio. The American Marketing Association, which judges and selects the AIM Awards Winners, is comprised of practitioners, academics and students, who share an interest in networking, learning and serving the community. The awards symbolize excellence in clear, concise communications, and AIM recipients represent marketing professionals, companies, nonprofit associations and institutions local to Columbus.

“What makes Keystone Meats such an amazing marketing challenge is our ongoing need to help America overcome their misnomer about canned meat,” shares Sue Reninger, Managing Partner of RMD Advertising. “But the product has just two ingredients: meat and sea salt. Also, by turning on the “yum” power of the brand, and highlighting how quick and simple the product is, America has fallen in love with this brand. It’s a dream client and a dream marketing challenge for RMD.”

Amidst hundreds of submissions, RMD’s entries for Keystone’s “What’s Your Beef?” campaign was distinguished as the leading entry across all categories. By using humor to offer solutions to common kitchen problems for Americans across the nation, Keystone Meats utilized strategic public relations, social media and marketing tactics to create one of their best campaigns to date.

RMD Advertising’s expertise in the food industry spans more than two and a half decades, contributing to its proficiency and win of this year’s AIM Awards. With a sales driven mindset and the discipline to follow through on each project it adopts, the RMD Advertising team often attracts growing and emerging food brands that are passionate about their future. The proof of the agency’s success is in the way lasting relationships have been built with such brands as Graeter’s Ice Cream, Southern Recipe and Keystone Meats. The agency’s more than 25 years of experience and its expansive industry knowledge continue to cultivate strong relationships with its brands in an ever-competitive industry.

How Public Relations Must Change for Food in 2019

How Public Relations Must Change for Food in 2019

Undoubtedly, the way consumers interact with the food industry has changed. However, one constant remains a steadfast pillar: Public and media relations as strategically consistent, credible influences.

Especially where challenger food brands are concerned, the art of communication and building brand relationships between brand and consumer (as well as brand and media) still promotes both authenticity and authority. A one-two punch that, in turn, encourages increased thought leadership. However, while the core purpose of PR remains sound, the strategies many brands rely on continue to evolve. Between new technologies and tools to more efficient avenues of communication, it’s no surprise that this would be the case.  

At the heart of each challenger food brand’s PR engagement is the desire to blow through obscurity, and building credibility is step one. In fact, the key strategies designed to do just that can no longer be siloed, but rather, must be dynamically played off of one another. Full integration is mandatory in 2019, and now is the time to employ a fuller view of Paid Media, Earned Media, Shared Media and Owned Media.

At the risk of being trampled by competition, challenger food brands can stick to the status quo. But, in the face of industry change and consumers making demands for transparency across all fronts, the New Year must bring PR and media relations that influence both customers and consumers.

Here’s your ticket to making moves that impact your challenger food brand beyond media impressions. Let’s make moves that drives tangible sales:

Paid Media can effectively help to expand your reach and awareness in an ever-crowded space. Paid social, for instance, can necessarily cut through the clutter of a platform that continues to grow competitive. In what Hootsuite has called the “pay-to-play era” on social media, “marketers have increased their social ad budgets (up 32 percent in 2018 alone).”

However, to truly bring paid media opportunities to life, countering them with a strong Earned Media strategy is also key. Where paid media can amplify your message, earned media can bring even greater credibility to it. By partnering with an agency partner that can capture the brand’s voice effectively, there is much greater potential to build consumers trust and ultimately, consumer loyalty.

Meanwhile, Shared Media, encouraging brands to partner with like-minded organizations, is an awareness tactic that we know promotes the growth of all communities involved. Whether through a well-strategized cause campaign or through co-marketing across the social space, shared media presents the unique opportunity to capture a new audience at the start of the sales funnel and quickly carry them through to acquisition.

In providing valuable and relevant content to help fuel strong shared media opportunities, Owned Media is unmatched. Whether a blog post from the brand’s internal team, video, webinars or user-generated content, this is an opportunity for you to drive profound credibility. Working your curated content into a well-rounded strategy that makes the most of each piece will further help to fuel the brand’s success with unprecedented awareness. This is where obscurity can be busted through.

In a fully integrated strategy that relies on each avenue of PR, a brand can strike gold and gain coveted credibility, as well as thought leadership. And, thought leadership, in turn, continues to promote credibility. Using the power behind paid media, earned media, shared media and owned media means making the most of each strategy.

Next Steps

While change can be difficult (and daunting), relying on an agency that loves the challenger food categoryas much as your brand does means it doesn’t need to be. For an exceptional agency partner, changing the way we look at PR shouldn’t take a second thought. It’s all for the sake of the brand. And, just as it always has been, brand is still king.

RMD Becomes AOR for the #1 Selling Philly Cheesesteak Sandwich Brand

RMD Becomes AOR for the #1 Selling Philly Cheesesteak Sandwich Brand

RMD Advertising, a fully integrated advertising, public relations, social media and brand strategy agency, focusing exclusively on growing challenger food brands, announces the addition of Raybern’s to its list of established blue chip food clients. RMD will help bring Raybern’s increased brand awareness and reach of products into consumer hands. Raybern’s offers a variety of frozen sandwiches to consumers seek delicious convenience sandwiches for their family, bakery soft right out of the microwave and will lean on RMD’s industry expertise through public relations to raise awareness and knowledge about the brand.

Raybern’s offers the number one selling Philly Cheesesteak in America, and boasts their bakery soft bread fresh out of the microwave. With over ten different prepared sandwiches ranging from Southwest Chipotle Steak to Barbeque Pulled Pork, Raybern’s offers authentic deli-style meals that’s ready to be warmed and served. Recently, they added a new line of food truck-inspired gourmet grilled cheese sandwiches in six new crave-able flavors.  

“Raybern’s is one of those amazing, nostalgic food brands we’re so excited to work with,” says Sue Reninger, Managing Partner at RMD Advertising.  ”Who doesn’t love cheese? Who doesn’t love that amazing Raybern’s bread?  We’re just thrilled to help make more consumers across the U.S. remember how much they love that ready to heat and grab n’ go favorite.”

RMD’s ideas address the challenges faced by the agency’s clients with solutions embodying the words smart, creative, sharp, passionate, gratitude and problem solving. Objectively considered one of the strongest brand-oriented challenger food advertising agencies in the country, the RMD team works to find a better way for clients to relate to their audiences from both emotional and intellectual perspectives. In being determined as an agency within the top 20 performing firms by RMD’s depth of knowledge within the challenger food category, specifically, separates it from the rest and makes it the ideal partner for Raybern’s.

6 Ways to Improve Your Sense of a Sensible Team

6 Ways to Improve Your Sense of a Sensible Team

Teamwork and relationships within a team can be very elusive. Well done, a strong sense of team seems effortless, but rest assured, it never is. At RMD, we constantly work to balance the need for conflict to bust through complacency in a hurry … with the need to build bridges within our teams that forge strong relationships. We have found these six tips to help along the way:

1. Take the initiative. Go to the other person first.

2. Sympathize with their feelings. Listen before talking. Focus on their feelings.

3. Confess your part of the conflict.

4. Attack the problem, not the person.

5. Cooperate as much as possible.

6. Emphasize reconciliation, not resolution.

RMD Advertising Becomes AOR for Better Than Coffee

RMD Advertising Becomes AOR for Better Than Coffee

RMD Advertising a fully integrated advertising, public relations and brand strategy agency, focusing exclusively on growing challenger food brands, announces the addition of Better Than Coffee to its list of established blue chip food clients. Together, RMD and Better Than Coffee will expand the awareness and reach of the brand’s natural energizing bars.

Better Than Coffee joins RMD as a new clientDeriving caffeine from plants instead of chemicals, the Better Than Coffee product line offers four flavors of caffeinated energy bars made with organic dark chocolate and free from most major allergens. The product line will lean on RMD’s tactical counsel through an increased focus on brand strategy and public relations to raise awareness and knowledge about the brand. Better Than Coffee is available on Amazon at an SRP of $23.99 for 12 bars.

Better Than Coffee aims to delight professionals and health conscientious consumers by providing a small energy bar with no chemicals and very little sugar. This allows them to stay on the go all day long. Their secret: guarana and maca. These two plants are found in South America and have a long history with the natives of the area, giving them energy to hunt and survive. The bars are also non-GMO, gluten-free, soy-free, dairy-free, nut-free (excluding coconut), certified Kosher and Vegan, making these energy bars accessible to a large population of selective consumers.

 “The addition of Better Than Coffee to our portfolio of challenger food brands is exciting. It’s a unique product that deserves its share of the limelight, as it’s truly innovative,” shares Sue Reninger, Managing Partner, Client Brand Strategy, RMD Advertising. “We’re super-charged and excited to help coffee drinkers everywhere think differently about their day to day energy-craving routines, and know this product will help consumers to do that more deliciously than ever!”

RMD’s ideas address the challenges faced by the agency’s clients with solutions embodying the words smart, creative, sharp, passionate and problem-solving. Objectively considered one of the strongest brand-oriented challenger food advertising agencies, the RMD team works to find a better way for clients to relate to their audiences from both emotional and intellectual perspectives. In being determined as an agency within the top 20 performing firms by O’Dwyer’s, RMD’s depth of knowledge within the challenger food category, specifically, separates it from the rest and makes it the ideal partner for Better Than Coffee.

RMD Advertising Becomes AOR for McClure’s Pickles

RMD Advertising Becomes AOR for McClure’s Pickles

RMD Advertising, a fully integrated advertising, public relations and brand strategy agency, focusing exclusively on growing challenger food brands, announces the addition of McClure’s Pickles to its list of established blue chip food clients. Together, RMD and McClure’s Pickles will expand the awareness and reach of the brand’s premium pickles, relishes and snacks. As a 15-year “love brand”, McClure’s is the nation’s premier producer of gourmet pickled goods, condiments and snacks. The product line will lean on RMD’s tactical counsel through an increased focus on brand strategy, digital, social media and public relations to raise awareness and knowledge about the brand, overall.

McClure’s has manufactured, prepared and distributed authentic, gourmet-quality food products since 2003. Preserving the family’s time-tested recipes, and exemplifying the brand’s nostalgia and passion for quality food, the McClure family has remained true to tradition. As traditional family recipes are translated into commercial production, authenticity remains the overarching goal to achieve premium quality and bold taste.

“It’s a true privilege to work with brands that have such love and history behind them. McClure’s is a challenger food brand with a very bright future, and we’re proud to represent them,” said Sue Reninger, Managing Partner of RMD Advertising. “We’re looking forward to a long partnership that gives a refreshed voice to the brand persona and provides increased awareness for the brand.”

RMD’s ideas address the challenges faced by the agency’s clients with solutions embodying the words smart, creative, sharp, passionate and problem solving. Objectively considered one of the strongest brand-oriented challenger food advertising agencies, the RMD team works to find a better way for clients to relate to their audiences from both emotional and intellectual perspectives. In being determined as an agency within the top 20 performing firms by O’Dwyer’s, RMD’s depth of knowledge within the challenger food category, specifically, separates it from the rest and makes it the ideal partner for McClure’s.

Do Certifications Matter in the Restaurant/Food Service Category?

Do Certifications Matter in the Restaurant/Food Service Category?

Entrepreneurial Chef Magazine authored article by Sue Reninger

By Sue Reninger, Managing Partner and Client Brand Strategist

The food industry is independently unique, and today, consumers are more educated and thinking more critically than ever. In fact, many have begun asking whether the industry and the restaurants it encapsulates are doing their part to maintain the integrity guests so desperately desire.

Are we doing our part to lead guests to better, more healthful and more sustainable choices? Are we offering guests the food from our menus because we truly believe in its inherent good?

To best serve restaurant guests, today’s chefs and their menus need to reflect the restaurant as a brand, but also its mission and values, overall. For many, that means turning to the power of third-party certifications. Top certifications in the food world include, but are not limited to, a handful of the select elite:

USDA Organic: This relevant certification regulates the standards for any farm, wild crop harvesting, or handling operation that wants to sell an agricultural product as organically produced.

Why this certification is important: A 2016 poll from the Pew Research Center found that 55 percent of Americans believe that organic food is healthier than conventional. This is particularly true of organically grown fruits and vegetables. The market reached $43 billion in 2016, and a 2017 survey found that 82 percent of American homes stock organic food.

In considering certified organic ingredients versus foods simply labeled as ‘organic’, consider the fact that a certification requires that farmers and handlers document their processes and get inspected every year. This ultimately allows you to make an educated and informed choice for your restaurant.

Non-GMO Project Verified: The Non-GMO Project is an independent verifier of products made according to best practices for avoiding genetically modified organisms in the U.S. and Canada.

Why this certification is important: A non-GMO market insight report released by Mintel in February 2017 states 34 percent of Baby Boomers and 29 percent of Millennials surveyed avoid genetically modified foods in their diet, which supports the fact that this mindset spans generations. Research demonstrates today’s restaurant guests are actively seeking out non-GMO foods, and the ingredients on your menu can mirror their concern.

 Certified Gluten-Free: The Gluten-Free Certification Organization (GFCO)is dedicated to providing certification services to producers of gluten-free products using quality assessment and control measures throughout production, in order to provide consumer assurance of the safety of their foods.

Why this certification is important: With rigorous standards ensuring no cross contamination, a Gluten-Free Certification oftentimes means you can cater to a still growing community of foodies. For guests not participating in an exclusively gluten-free diet, your commitment will help them perceive your restaurant as one that is both tolerant of these special dietary needs and inclusive of their friends and family who rely on a gluten-free diet.

 Certified Humane: Administered by independent nonprofit Humane Farm Animal Care, this program ensures that animals raised for dairy, lamb, poultry or beef products are treated humanely and with their welfare in mind.

Why this certification is important: Packaged Facts survey data from February through March 2017 show that 58 percent of U.S. consumers are more concerned about animal welfare than they were just a few years ago. This certification shows them you are listening, and even more, doing your part to support a sustainable food system.

Certified Vegan: Products Certified Vegan speak most prominently to a population of food lovers interested in vegan products. The certification ultimately aims to help vegans shop and eat with confidence. It also helps companies and restaurants recognize a growing vegan market and brings the word Vegan—and the lifestyle it represents—into the mainstream.

Why this certification is important: While your restaurant does not need a certification to wear a vegan label, ensuring the ingredients you use on your menu have integrity behind them is important to restaurant-goers. Show them you align with their values and respect their need for complete transparency.

Above all, the certifications and conversations surrounding food should demonstrate to restaurant leaders the way guests view nutritional information is vastly different from what it once was, and what it will be in the years to come.

In reflecting upon whether your menu should showcase the trends and certifications that have frequently spotted the food industry, consider the restaurant’s authenticity through the guest’s eyes. If your menu no longer speaks to your core guest or aligns with their values, it won’t be long before your brand lags behind your competitive counterparts.

Today, third-party certifications can help affirm your restaurant’s commitment to transparency and authenticity. Furthermore, third-party certifiers can act as strong partners in bringing a menu and dining experience that match what you envision for your brand to reality. For brands especially focused on the up and coming generations of restaurant goers, certifications can help shape your image, convey the values your company stands for and, as a result, build loyalty.

This outward reflection of your restaurant’s internally stated morals is one avenue by which you can show shoppers you are committed to their wellbeing, while still boasting an impressive menu.

 

O’Dwyer’s Recognizes RMD as a Top 20 Food Advertising Agency

O’Dwyer’s Recognizes RMD as a Top 20 Food Advertising Agency

RMD Advertising, a fully integrated advertising and brand strategy agency with a sole focus on the challenger food brand category, has been recognized by O’Dwyer’s among the top twenty agencies   nationwide specializing in food. This acknowledgment demonstrates RMD’s exemplary work within the advertising, public relations, digital and social media worlds, particularly within the food industry. A total of 48 agencies complete the O’Dwyer’s list of top Food & Beverage Public Relations Firms of 2018, ranking those that have demonstrated their expertise in niche marketing within the food industry.

RMD is honored by O'Dwyer'sIn being determined as an agency within the top 20 performing firms, RMD’s depth of knowledge within the challenger food category, specifically, separates it from the rest. An accomplished 26-year history and a full roster of blue-chip food clients has marked RMD’s presence as a growing force. The agency is known for serving national food brands that are category leaders – brands that have carved out a strong niche for themselves and prefer to work with a food agency that is as committed to their growth as they are. What differentiates RMD is a compelling promise to documenting tangible results backed by unique expertise that precedes confidence in sales-oriented results.

“RMD has always been focused on quality, smart and highly strategic work. The challenger food category is where we shine,” shares Sue Reninger, Managing Partner, Client Brand Strategist at RMD Advertising. “To be recognized for our integrated work for food and only food for the past 15 years is an honor. We’re proud to be able to work with passionate food brands, who have driven us to continue growing, pushing and making strides within this exciting industry.”

RMD’s ideas address the agency’s clients’ challenges with solutions embodying the words smart, creative, sharp, passionate and problem solving. Objectively considered one of the strongest brand-oriented challenger food advertising agencies, the RMD team works to find a better way for clients to relate to their audiences from both emotional and intellectual perspectives.

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