Food For Thought - RMD Blog

Restaurant-Quality Mexican Food Brand, Bueno Foods, Turns to Expert Food Brand Agency for Continued Growth

Restaurant-Quality Mexican Food Brand, Bueno Foods, Turns to Expert Food Brand Agency for Continued Growth

We are proud to announce the addition of Bueno Foods to our list of established food clients. Together, RMD and Bueno Foods will expand the reach of their premier, authentic chile products and frozen food line. Bueno Foods is the Southwest’s premier producer of restaurant-quality Mexican foods. The product line will rely on RMD’s strategic counsel through an increased focus on digital, social media and public relations to raise awareness and knowledge about their brand overall.

Bueno FoodsSince 1951, Bueno Foods has manufactured, prepared and distributed authentic, gourmet-quality food products. They take great pride in preserving their cultural heritage and have remained true to tradition since their inception. As they translate traditional family recipes into commercial production, authenticity is their overarching goal to achieve premium quality and homemade taste.

“Bueno Foods has dominated the market in flame roasted chile and are allowing traditional families, much like the Bueno Foods family, to experience authentic, restaurant quality New Mexican cuisine in the freezer aisle,” said Sue Reninger, Managing Partner of RMD Advertising. “The passion behind each product Bueno Foods produces is beyond compare, and we are excited to share that passion with the rest of the world.”

New Year of Possibilities

New Year of Possibilities

New Year of Possibilities

The new year always brings us hope and a fresh perspective. Resolutions are often focused on “less”. Hopes of less weight. Hopes of less smoking or perhaps less debt.  Let’s turn this year to “more”. More possibilities, more prosperity and more  joy in our little part of the world. Perhaps the old adage, “less is more” should be changed to “more is more” for the greater good. Happy New You Year.


Donn’s passion for food began while growing up in the culturally diverse city of Detroit. Experiencing the wonderful flavors of the city taught him that there’s more to life than the same old same old. Today, Donn takes that same approach with the creative direction of the agency.


Wagons Ho Ho Ho … Hope

Wagons Ho Ho Ho … Hope

wagonsEight years ago, RMD wanted to give our clients a holiday gift that would stand out from the typical corporate gift. So they took the money earmarked for client gifts and bought 25 red wagons, filled each with food and gave them to needy families in Columbus.

We called this charity Wagons Ho Ho Ho. We’ve grown from that simple first year to building 800 wagons and coordinated a food drive that collected more than 2,000 pounds of food for Mid-Ohio Food Bank in 2014. And it continues! This year we will be again be building big and distributing 800 sturdy red wagons plus filling each one with a Christmas dinner. It all happens on one day – December 5th.

We’re proud of this accomplishment. We realize that providing a gift and a meal on Christmas is important. But what is really important to us is what this wagon represents to a child … hope. To show the child that there is someone out who cares about them during the biggest holiday of the year.

As you know, the look of the needy has changed. 1 in 6 in Ohio experience food insecurity – meaning, they don’t know where their next meal will come from. These are your neighbors and your co-workers. Sometimes, it’s a matter of not having enough food one day a week. Or having to choose between buying food and getting medicine for a sick child. If they are struggling to buy food, how can they buy Christmas gifts for their children?

Wagons Ho Ho Ho has 2 lingering needs this year:

  1. Food Drive. We are looking for individuals and groups to hold a Christmas Dinner food drive. The hope is to fill each wagon with all the ingredients for a Christmas dinner.
  2. Donations. Wagons is an all-volunteer charity. All money raised goes to buy wagons or food for the wagons. There are corporate sponsorships or matching programs and of course individuals that may want to make a tax-deductible donation as well.



Donn’s passion for food began while growing up in the culturally diverse city of Detroit. Experiencing the wonderful flavors of the city taught him that there’s more to life than the same old same old.   Today, Donn takes that same approach with the creative direction of the agency.

It’s nice to be a niche agency

It’s nice to be a niche agency

NicheMarketingThe advertising agency as we know is changing. As we delve deeper into the digital age, agencies that refuse to adapt to this new era will vanish. Where will this leave us?

With niche branding.

It is for this reason that food brands should put their trust in the agencies that not only house excellent technicians but also foster the growth of strategic marketers and excellent creative. Agencies that specialize in one area rather than a broad range are more nimble, smarter problem-solvers, understand the unique sales climate involved in mass and natural retailer marketing and offer solutions that require an ear that’s tuned to the food industry.

How can you spot a stellar food agency that’s laser-focused on bringing consumers closer to the brand and moving your company towards love mark status? Look for these three key attributes:

Advantage #1: The Niche Advantage

According to William Boydston, VP of content solutions at The List, “A niche agency can offer bleeding-edge solutions to advertisers. Typically small to mid-sized, these agencies are flexible and agile, and they can throw their talent into a problem without a tangle of red tape.” Learn to sort through trends and capitalize on the ones that enhance your brand, all the while staying true to your core mission.

A deep knowledge of the industry and a solid track record in times of crisis can distinguish one agency from another. In a volatile industry, such as the food industry, your agency should realize that food can both nourish and poison. When the ever-changing food industry inevitably shifts, client food brands require a team of smart brand marketers and creative behind you all the way.

Advantage #2: Standout in the Crowd

The food industry is crowded with brand after brand just trying to make it to the tongue of the consumer. What makes a food brand special? What makes you indispensable in the consumer’s mind and heart? An agency that specializes in the food industry has access to knowledge that can propel you forward, putting you in the hands of the perfect consumer for strength and sustainability.

Advantage #3: Sales and Marketing. The Perfect Marriage.

Part of rising above your competitors is understanding how sales and marketing work together.

“Sales no longer controls the flow of information in the buying process — the customer does…One of the most significant consequences of this change is that marketing teams now play an equal role to Sales in new customer acquisition and have a huge and increasing influence on the sales pipeline and the sales outcome,” shares HubSpot, a thought leader in inbound marketing.

This alignment between sales and marketing needs to be managed by an agency highly skilled in both the advertising industry as well as the food industry. With a close eye on your industry, a niche agency will understand your points of pain, exactly how they can help you succeed both on and off the shelf and how to position your brand for future success.


Sue is the head of client brand strategy at RMD, based in Columbus, Ohio.  Her love affair with the agency world and the food industry sprouted at a very young age – and she’s spent nearly three decades working tirelessly to build the client brands she loves. Today, she mostly helps consumers and customers better connect with the nostalgic nature of the food she strategizes for.

Thought Today: Winners are Made Not Born

Thought Today: Winners are Made Not Born

“The great successes of our time are just extraordinary people on whom fate smiled, aren’t they? No. In reality, they’re not. Successful people get where they are by following a strategic plan. They learn what it takes to get ahead. We understand that to build a house it takes a plan, a blueprint. But sometimes we forget that to build a successful life, it also takes a blueprint.” — Niven

I’m partial to this thought, because I’m a brand strategist. But someone asked me today, “what would you do if you were diagnosed with a critical disease?” I knew the answer. I’d dig in, research and build a plan. I think being in the driver’s seat of our life, your career and your happiness is paramount. The option? Playing a victim. This isn’t a role I’ve ever been comfortable with. Live life big friends. Seize the day. — SR Brand Strategist, RMD Advertising


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