Food For Thought - RMD Blog

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.

 

We’re Celebrating PRSA’s Prism and The Association for Women in Communication’s Clarion Awards

We’re Celebrating PRSA’s Prism and The Association for Women in Communication’s Clarion Awards

RMD Advertising, an integrated advertising, brand strategy, social media and public relations agency considered an expert in the challenger food brand category, has been honored with awards from both the Public Relations Society of America (PRSA) and a national award from The Association for Women in Communications. Each award highlights RMD Advertising’s excellence in marketing communications, as well as its passion for the success of its challenger food clients. Among those celebrated were Southern Recipe’s Pork Rind Appreciation Day, Graeter’s National Ice Cream Month campaign and Graeter’s cause-related campaign titled Cones for the Cure. The PRism Awards from PRSA and the Clarion Awards from AWC call attention to the niche food agency as a standout among the national competition.

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. The Clarion Awards honor excellence in more than 100 categories across all communications disciplines. Amidst hundreds of submissions, RMD’s entry for Southern Recipe’s annual Pork Rind Appreciation Day campaign was distinguished as a leader in its category of “Special Promotion”. RMD’s entry for Southern Recipe’s Truck Driver Appreciation Week campaign with St. Christopher Truckers Development and Relief Fund was awarded a Clarion Award in the “Community Relations Campaign” category.

Meanwhile, the PRism Awards are designed to honor exceptional public relations activities from a diverse mix of businesses, industries and backgrounds throughout central Ohio. RMD was further set apart from competing organizations with PRism Awards in the following categories: “Special Events” for Graeter’s National Ice Cream Month campaign; “Interactive/Digital PR: Websites” for Southern Recipe’s Pork Rind Appreciation Day campaign; “Corporate Social Responsibility” for Graeter’s cause-related campaign titled Cones for the Cure

“It is an honor to be able to work within the food industry, and we’re proud to have been recognized as a leader within the advertising industry through these recent awards,” shares Sue Reninger, Managing Partner, Client Brand Strategist at RMD Advertising. “Recipients for both represent a community of passionate agencies and organizations who are experts in their fields. It’s exciting to be publicly recognized as part of such an accredited group of professionals!”

 

Two RMD Social Media Clients Shine In National Spotlight

Two RMD Social Media Clients Shine In National Spotlight

Well, color us proud … thank you, Social Media Today for selecting not one but two of our client social media campaigns to spotlight in your article, 37 Inspiring Ideas to Rock Your Facebook Contest.”  We kinda think you rock, too!  To learn more about our social media efforts for Southern Recipe Pork Rinds and Keystone Meats, give us a call … or read on to see all the excitement.Southern Recipe

Keystone Meats

Why I LOVE Negative News

Why I LOVE Negative News

Don’t get me wrong, I love the client love too — learning that something transformed a brand’s business, that product is selling off the shelves or that the efforts of the agency earned a brand’s way into an account.  RMD's Positive SuccessBut I’ve learned to really embrace negative news, too.

But why do we appreciate hearing that product isn’t selling in a certain area, that messaging is falling on deaf ears within a certain market — or that the competition is “eating our lunch” within a specific retail geography (yes, pun intended)?  Because this news fuels the right agency’s performance.  And yes, RMD IS the right agency.  Here are three ways this news can be useful to a super-charged team:

It turns on the firepower.

When you’ve teamed with an agency that cares more about serving your brand and your consumers, than they do about managing agency hours, negative news can turn on the firepower.  It’s akin to having a best friend who rises up to defend you when you need it most.

We work hard to INTEGRATE and pump up the power when we hear that sales are down, or not what they can be.  Social media takes on a hyper-focus with carefully crafted posts and smart, smart, smart geotargeting. Simultaneously, Public Relations truly IS the silent partner in every success story, mobilized to turn on the energy in a specific market. Meanwhile, Advertising should cut through the noise and first grab awareness, then educate.

It solidifies a client/agency team.

Nothing builds bonds faster and stronger than a brand in need, and an agency that rises up to meet that need — quickly.  There’s a gift in speed and being nimble enough to adapt and improvise or mobilize resources for immediate results.  The food business requires this and teaming with an agency that cares enough to be effective when it’s needed most builds lasting relationships.

It allows the agency to actually DO something.

Sometimes, brands become protective.  And, in the interest of safeguarding the company, we actually hold on to our brands too tightly. Being in dire need forces us to let go … just enough to allow success to happen.  To be clear, I love a calculated move — and more importantly, a calculated brand.  But that’s not always how the world operates.  Brands that are built with transparency and honesty are more effective today than those that mark every move.  As consumers, we buy brands from people, not from corporations.  Freeing your agency from the ties that often bind us has led to some astounding success throughout the two and a half decades of food brand experience at RMD.  Sometimes, we need to let go … and let good happen.

Is your brand ready to turn to a strategic partner that digs in? Let us show you what we could do for your brand.

Sue Reninger, Managing Partner
Client Brand Strategy

 

Giving Brands the (Re)Boot: Nostalgic Food Brands Connect to the Heart

Giving Brands the (Re)Boot: Nostalgic Food Brands Connect to the Heart

At RMD, we take a great deal of pride in serving Challenger Food and Beverage Brands – and only these brands.  For the past decade, RMD has had the privilege of working with CPG, restaurant and food service brands solely.  From product launches to “reboots”, new brands to nostalgic brands and love brands to brands in crisis.  It’s the category and clients that we love, and that drives us to perform at the levels that we do.

But there’s a special place in our heart for the challenge of “rebooting a brand”.  You know the score, taking a nostalgic brand that was once strong and found in nearly every pantry in America … and giving it new brand awareness, a renewed place in American consumers’ hearts and rebuilding the bottom line along the way.

We love a great challenge. No one out-performs RMD when it comes to the challenger food category.  And no other agency can honestly pledge to never fail (because we simply do not). This is especially important when a nostalgic brand is put back on the table — because one shot is all that’s given.  And that shot needs to stick once again in America’s hearts and minds if it’s to enjoy a second go around as a family love brand.

There will always be something special about bringing consumers closer to those brands again, and bringing the brands back to the dinner table.  To watch a consumer reminisce about their grandparents’ love affair with a product or food — and to watch the sense of smell, sight and touch rekindle that love affair is a marketer’s dream come true.  To walk thru an airport with a branded T-shirt on … and get stopped along the way to hear consumers tell you their love brand stories. It just doesn’t get any better than that.

We’ve been privileged to give this shine back to some of America’s strongest nostalgic love brands over the past few decades:  Popeye Spinach, Veg-All vegetables, Glory Foods, Rudolph Foods pork rinds … and Keystone Meats. Below is some of our favorite work along the way.  Take a walk down memory lane … enjoy!

panera ad glory ad
allens ad Retro Ad

Planks, Pranks and How RMD Ranks

Planks, Pranks and How RMD Ranks


RMD is all about the good mojo and a culture centered on taking care of our clients and taking care of our team. We talk a lot about our clients, but what about the culture dynamic among our team members makes RMD so special?

One thing we do at RMD that sets us apart from the rest, is we believe fully in changing your state. Any time we feel the energy is at a lull, we pick ourselves up and initiate a dance party or a plank. When we call for a plank, the whole team gets up and heads to the center of the office where we get on our elbows and count to 60. Why? Tony Robbins talks about the importance of maintaining your state here.

In order to keep our team members on their toes, we’ve been known to pull a prank or two. As a food agency, we always have food handy. So whether we’re hiding jelly beans in the Digital team’s desk, or wrapping a team member’s desk like a Christmas present for Secret Santa, you’ll be sure to hear some laughter throughout the building.

Our office culture allows for RMDers to get moving, get into a positive headspace and conquer stress with laughter. If this sounds like you, you may have what it takes to be an RMDer.

Inside (And Out) Look At RMD

Inside (And Out) Look At RMD

Fifteen team members strong, we’re tenacious. We think hard for the food brands we serve. We accept nothing but success. We’re relentless when it comes to living up to our promises.  And, we love what we have coined the “challenger” food category.

In short, we serve brands that are challenging the categories they play in. Many of our clients have larger competitors in their competitive set – most with deeper pockets.  We have studied, adapted and improved the way our brands go to market every day, and how they related to their consumers.

With a keen eye on integration and the brand overall, we’ve created a great deal of success for the amazing slate of food clients we represent.  Our clients are category leaders but still bump up against larger mega brands. We are efficient and nimble in our services. It’s what our clients expect, and it’s what we deliver.

Located in Columbus, Ohio, we’re proud of our client list. We serve 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’s just as committed to their growth as they are. We’re great at documenting tangible results for our clients and have a unique expertise in working with Challenger Food brands.

RMD is proud to document tangible results for a variety of Challenger Food brand clients. This success is often what attracts our blue chip clients to us.  We’ve won local, national and regional awards for our work – in the areas of creative, strategy, public relations and crisis.  National Clarion Awards, Stevie Awards, Addy’s, Gold Quill, AIM Awards from the American Marketing Association and Prism Awards from the PRSA.

Many members of our team have also sat or are sitting on boards of influence, including the American Marketing Association, the Western Michigan University Advertising Department’s Advisory Board, and a host of charitable endeavors, including the Alzheimer’s Association, Communities In Schools, Children’s Hunger Alliance and Wagons Ho Ho Ho.

RMD’s ideas address our clients’ challenges with solutions embodying the words smart, creative, sharp, passionate and problem solving.  We also put a great deal of emphasis on gratitude.

As one of the strongest brand-oriented food advertising agencies, the RMD team works hard to find a better way for clients to relate to their audiences from both emotional and intellectual perspectives.

In short, we make connections … we connect our clients to consumers, channels to end-users, media to experts, and great creative to all of our clients. It is our pleasure to serve our clients with every tool at our disposal – hard-thinking brand strategy, creative traditional and digital advertising, attention-grabbing social media and ROI-driven public relations.

For the Labor of Love and Food

For the Labor of Love and Food

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.

 

The Value of Culture in the Quest for Inspiring Work

The Value of Culture in the Quest for Inspiring Work

Natural Products Expo West 2017 was a particularly memorable food tradeshow this year. Not only was the size awe-inspiring, but the passion present on the showroom floor made the entire Anaheim Convention Center buzz with energy.

 

As our RMD team walked from Challenger Food brand booth to booth, we certainly felt it.

This is one event made us pause and realize just how grateful we are to be a part of such an independently unique industry. Keynote speaker Doug Rauch, Co-CEO of Conscious Capitalism, Inc. and Founder & President of the Daily Table, spoke of conscious consumerism inspiration. Is the food industry doing its part to maintain the integrity consumers so desperately desire? Are we, as an industry, doing our part to lead shoppers to better choices, more healthful choices, greener and more sustainable choices? Are we offering consumers goods because we truly believe in their inherent benefit?

It’s now more important than ever that our purpose for selling food be pure. Profit may be our oxygen, but our purpose runs much, much deeper.

For each brand that purpose is different. Perhaps it’s a commitment to connecting shoppers with the nostalgic foods they grew up with and loved. Perhaps it’s delivering an authentic meal and a taste of ethnic cuisine to those who want to experience the world … but have never left their home. Perhaps it’s helping today’s busier-than-ever consumer take a moment for herself and reconnect to what is most important.

Just one bite can take a consumer from shopper to brand lover. And that comes only when a brand’s purpose is broadcasted loud and clear at every point of sale.

What’s your brand’s oxygen? 90,000 attendees at this year’s Expo West will tell you – there’s more to a love brand than money in the pocket. Let your purpose drive your product to new heights and do what this incredible industry does best: serve.

Five SEO Tips to Boost Your Content in a Major Way

Five SEO Tips to Boost Your Content in a Major Way

SEO with RMD Advertising

Experts understand that there is more value in the outcomes of SEO than in the outputs, which can make it difficult to be patient when establishing a strategy for your food brand. However, there are a few tactics that food marketing professionals employ to make the process more seamless.

Tweet: “Content is king, but marketing is queen, and runs the household.” –@garyvee https://ow.ly/YFl5l https://ctt.ec/cN3Ei“Content is king, but marketing is queen, and runs the household.” –@garyvee https://ow.ly/YFl5l https://ctt.ec/cN3Ei

1. Work with an expert.
While SEO is undeniably a waiting game – it takes patience and persistence as you work towards increased social media interaction and organic growth in web traffic – it certainly helps to have strategic thinkers behind the work you put into it. Working with an experienced food marketing team ensures you take advantage of all that SEO offers.

2. Give long-form content a shot.
“Co-occurrence is the frequency in which terms or related groups of words appear in a given material,” according to author Al Gomez in a recent blog. Long-form content can give you the freedom to utilize co-occurrence without sounding monotonous. Plus, it allows you to incorporate more of your prime SEO keywords!

3. Take advantage of social media.
While focusing on link building and optimizing your website may seem an obvious part of the SEO puzzle, some food brands don’t put quite as much effort in managing social media. Doing so is an important part in amplifying your content. With consistent content creation, you can build your brand’s authority in the social space and overall presence.

SEO helps to create buzz around your company, its mission and the value it gives customers. Google+, Pinterest, YouTube and LinkedIn are your partners, helping you to grow, grow, grow!

4.Keep it organic.
While it’s important to incorporate strong, branded keywords in your content, it’s also important to maintain the integrity of your work. SEO keywords should fit into each piece of content naturally. Why? Consumers search in conversational questions and statements. Informal language embedded into your website helps to ensure you’re attracting an audience that’s looking for exactly what your food brand has to offer – whether it’s a convenient way to get the family gathered around the dinner table or an easy way to fundraise for your school’s sports team.

5. Create strong communities.
Google is all about pulling up the most accurate search results for its users. Therefore, it’s important to gear your content to a highly targeted audience. You can narrow your niche by relieving the points of pain your audience frequently experiences, as well as by grabbing their attention by using specific topics, keywords, and recommendations.

Finally, it’s important to remember what Matt Cutts said: “The objective is not to ‘make your links appear natural’; the objective is that your links are natural.”

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.

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