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 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.
“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, gratitudeand 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.
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.
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.
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.
Do Certifications Matter in the Restaurant/Food Service Category?
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.
Natural Products Expo West is arguably the biggest, the most interesting and the most exhausting food trade show of the year. Food brands of all types come from across the country and the globe to introduce their foods and new product development, share their ideals and gain new distribution and fans. In short, everyone is after the almighty and powerful retailer relationships … and consumer dollar.
So, what were the trends that Team RMD spotted at Expo West last week? Here’s a summation, along with some of our favorite finds:
Bars and Balls: From protein-enriched to caffeine-enhanced, meat and grain bars and nutrition balls are making their way into all meal categories — and aren’t just for snacking anymore. Our favorite: The Better Than Coffee bar at 100 calories and just 3g of sugar, it truly tastes like a caffeine kick (and agency people are known for their love of coffee). We also love the relaunched MetaBall, which has introduced a whole new array of flavors (and new packaging!), including our favorite – Berry Cobbler Crunch.
Pork Rinds: Grandpa’s snack has made its way to mainstream America with reinventions of this old favorite. Our favorite, of course, is Southern Recipe Small Batch’s rinds. Newly introduced at the show? The oven baked rinds, touting less fat and a powerful bacon flavor. The traditional line of Southern Recipe Small Batch rinds is equally delicious. We suggest the Spicy Dill. This flavor combination insists that your taste buds take notice.
Grab ‘N Go Everything! There’s protein-enhanced, grab ‘n go foods in nearly EVERY category. Clearly, we’ve gotten the message that protein = good and we’re all on the run. For a flavor sensation that’ll make you turn that car around and want more, give Lilly’s Hummus a taste. It’s hummus made with clean, simple ingredients… and obviously, lots of heart.
Grain Free/Alternative Grains/Gluten Free: The Gluten Free community is in for a TREAT if Expo West is any indication of what’s going to be found in grocery aisles and on Amazon in the coming months. Outrageously delicious, this category has come a long, long, long way. Our must-try favorites: Soozy’s Muffins, Brekki Overnight Oats, The Toasted Oat and Oggi Pizza. OMG, delicious!
Convenience: Everything that’s entering the market is in some way trying to solve our biggest challenges … we’re time-starved and still, want delicious food when we sit down at the table. Food brands have gotten this message. For the best products in this category (that we LOVE), try Saffron Road entrees (like, wow!) and Medlee Food’s new line of flavor-infused butters.
The Clarion Awards symbolize excellence in clear, concise communications. Clarion recipients represent media companies large and small, leading corporations, small businesses, and nonprofit associations and institutions. Started in 1972, the Clarions honor excellence in more than 100 categories across all communications disciplines. Amidst hundreds of submissions, RMD’s entries for Rudolph Foods’ annual Truck Driver Appreciation Week and NestFresh Egg-Cellent Baking Contest campaigns were distinguished as leaders in their respective categories.
“Winning not only one, but two Clarion Awards for our campaign efforts is an honor,” shares Sue Reninger, Managing Partner, Client Brand Strategist at RMD Advertising. “We are so proud to be amongst marketers nationwide who work strategically to help their brands grow. For us, it is all about helping our clients reach a new level of distinction, growth and success.”
Rudolph Foods, the world’s largest manufacturer of pork rinds, works to celebrate Truck Diver Appreciation Week each year – an event partnering with the St. Christopher Truck Driver Relief Fund. To advocate for the all-American egg during National Egg Month in May, NestFresh, one of the most innovative specialty egg products in the nation, hosted a baking recipe contest. These campaign efforts accurately portrayed RMD’s excellence within the industry and led the agency to its Clarion wins.
RMD Advertising Is Honored With A National W³ Award
We are proud to be honored with a national W³ Award by The International Academy of Visual Arts. This award highlights RMD Advertising’s excellence in overall strategy and digital design for a Cause-Related Marketing Campaign for Rudolph Foods’ annual Truck Driver Appreciation Week campaign.
The W³ Awards honors creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites, videos, marketing programs and mobile sites/apps. It is the only major web competition to be accessible to the largest agencies, the smallest firms and everyone in between. Amidst hundreds of submissions, RMD’s entry for Rudolph Foods’ annual Truck Driver Appreciation Week campaign was distinguished as a leader in its respective categories.
“We’re honored to have been recognized as a leader in the advertising industry,” shares Sue Reninger, Managing Partner, Client Brand Strategist at RMD Advertising. “W³ recipients represent prestigious companies, both large and small, leading corporations, small businesses, and nonprofit associations and institutions. It’s exciting to be publicly recognized as part of such an accredited group of professionals!”
Rudolph Foods, the world’s largest manufacturer of pork rinds, works to celebrate Truck Diver Appreciation Week each year – an event partnering with the St. Christopher Truck Driver Relief Fund. During this pivotal awareness week, Rudolph Foods, with the help of RMD Advertising, shared their gratitude for the hard-working truck drivers who play such a critical, yet underappreciated, role in the food industry. This campaign effort accurately portrayed RMD’s excellence within the Challenger Food category and led the agency to its W³ wins.
We often get asked about the history of RMD. Now, for nearly three decades (how time flies!), we’ve been through many, many colorful periods. Mostly, however, we’re proud of who RMD is today. It’s because of the labor, smarts and creativity of past and current team members that made us who we are today.
Born in 1992, RMD Advertising is celebrating its 25th year in the agency business. The agency was started by Sue Reninger, and within two years added the creative expertise of Donn Ditzhazy. The agency was started out of the belief that there was a better way to manage strategic campaigns and still serve the client in an unprecedented capacity. In those early days, the core of RMD was born – and today we function more as an extension of the client team (and in many cases as a marketing department) than a traditional agency.
Once upon a time, RMD, like many agencies, focused on a variety of categories: manufacturing, healthcare, and technology to name a few. However, once we served on our first true food brand (Panera Bread), we took our own advice, knowing that brands are aided by sacrifice. We narrowed our focus, and for the past decade or more have worked ONLY with challenger food brands.
Simply put, RMD is an advertising, digital, brand strategy, social media and public relations agency that “gets it.” We drive results from day one. RMD specializes in helping Challenger Food and Beverage brands grow.
We’re looking for team members to join one of the best Challenger Food Brand agencies around (just in case you were wondering, that’s us). You gotta have passion, talent, and desire for doing the right thing when it comes to working with our fantastic food clients. Find your next work home here.
When you’ve been around for more than 23 years, you develop a lot of traditions. Some strange. Some a bit quirky. But all definitely creative. And halloween is the perfect time to showcase our agency’s creative side while giving a nod to the industry we serve … food brands. It’s also a wonderful time to honor a few of our client brands as well. Happy halloween and remember, the only thing scary about this day? When food brands don’t work with RMD.
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.