Food For Thought - RMD Blog

How Strategic Alliances MOVE Today’s Female Millennial Shoppers

How Strategic Alliances MOVE Today’s Female Millennial Shoppers

The landscape of the food industry – and how brands and consumers interact – has changed drastically. Consider how shoppers are making decisions. Who do they trust? Which marketing campaigns deliver maximum engagement from a distracted generation of shoppers?

72 percentAccording to a new report from SmarterHQ, 72 percent of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. This desire for personalization is key for food brands determining how to move forward in capturing the attention of their shoppers. They want to know that the brands they are supporting in the checkout lane understand their wants and needs.

Think about it…

America’s savvy brands began targeting Millennials back in 2012. That would have put the upper Millennial at the ripe age of 15. Today, the Millennial consumers range from 23-38 years of age. Major lifestyle changes happen within those ages. At 16, female Millennials were preoccupied with lifestyle brands that supported their personal aspirational needs. Today, they have families of their own and focus on filling their family’s meal and snack appetites.

marketing to millennial women

That lifestyle change also means today’s Millennial shopper is considering labels more. She is buying for varying appetites and brand preferences. Mostly, however, it means her level of trust has changed. She trusts her friends, her family and her coworkers more than everin short, her circle of influence.

The moral of the story: if you’re targeting Millennials the same way you were when your brand first started focusing on them, you may be speaking to an audience that has lost interest. This is where strategic alliances and partnerships can play a critical role within the food industry. When well-orchestrated, co-branded alliances can propel organic word of mouth and do an excellent job of promoting trial.

RMD can help with that… In fact, it’s one of our (many) sweet spots. Let’s hone the power of influence together. Ready? We sure are.

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


Sue Reninger highlighted in U.S. News and World Report

Sue Reninger highlighted in U.S. News and World Report

We work hard for our clientsScreen Shot 2015-05-08 at 5.30.20 PM. In fact, we work so hard (and quietly) that sometimes we forget to pat ourselves on the back for a job well done. So with that said, we’re giving a shout out to our very own smart Sue Reninger for her thoughts in a recent U.S. News and World Report’s article, “Are you a supermarket snob?”. Thanks for making us look so good and our clients even better!

Google+ Hangout for Rudolph’s Pork Rinds

Google+ Hangout for Rudolph’s Pork Rinds


On the eve of Pork Rind Appreciation Day, we put together a Google+ Hangout with some of our favorite bloggers and the VP of Rudolph Foods, Mark Singleton.

As you can imagine, with a subject as crunchy as pig skins, the conversation was hilariously delicious, and a little bit salty (in a good way).

Check out the whole video below.


Radio Row, Pork Rinds, Football Players … and Fun

Radio Row, Pork Rinds, Football Players … and Fun

Hats off to the RMD Advertising client and Public Relations team for a killer year at the Super Bowl’s annual Radio Row. With one of our very favorite clients, Rudolph Foods in tow — celebrating Pork Rind Appreciation Day (yes, there really is such a thing!) we not only raised awareness for the brand, but a whole lot of love for Coach Ditka’s Gridiron Greats Assistance Fund. This year, Rudolph Foods donated $15,000 to this amazing charity, thanks for all those pork rind lovin’ consumers out there buying the product.Dick Vermeil

From the NFL network to Sirius FM and local affiliates in top ranked markets such as Houston, Dallas, Miami and more … the gift of gab was evident — as we covered more than 8 hours of straight interviews, more than 50 million media impressions and and countless advertising equivalencies for both the charity and the brand. Next year … San Francisco. Here we come!

Sue Reninger, Managing Partner, Brand Strategy

Columbus Food Agency
Gets a Taste of Italian

Columbus Food Agency
Gets a Taste of Italian

Fazoli’s Snacks entrusts food brand expert RMD Advertising with new frozen product line.
RMD Advertising, a fully integrated advertising, public relations and brand strategy agency, focusing exclusively on growing and emerging food brands, announces the addition of Fazoli’s Snacks to its list of established food clients. Fazoli’s Snacks offers consumers a variety of fast, fun, Italian style frozen appetizers. RMD Advertising will provide Fazoli’s Snacks strategic counsel through an increased focus on public relations, digital marketing and social media to enhance sales and brand awareness.


Serving America premium quality Italian food, fast, fresh and friendly for more than 20 years in more than 217 restaurants in 26 states, Fazoli’s brings the party into the home with a lineup of delicious and unique Italian style frozen appetizers and frozen snacks including: Chicken Alfredo Flatbread, Parmesan Boneless Chicken, Mozzarella Stuffed Mini Breadsticks, Six Cheese Toasted Ravioli and Lasagna Fritta. Frozen quickly to preserve great flavor, Fazoli’s appetizers bring fast, fun Italian style into homes across the Midwest through the convenience of the frozen aisle.

“Fazoli’s Snacks takes the same great-tasting Italian cooked up in the restaurant and brings it inside the home of the consumer,” said Sue Reninger, Managing Partner and Brand Strategist of RMD Advertising. “The freezer aisle is home to some great food and we’re excited to help consumers fall in love with this delicious brand.”

Happy Days Are Here Again

Happy Days Are Here Again

1952 was a simpler time … the movie Singin’ in the Rain was a hit, unemployment was at just 3% … and according to Veg-All Mixed Vegetables, mom’s were looking for quick recipes to make for their on-the-go families.
Say it isn’t so … I thought it was the busy soccer mom of the 1990’s who invented the concept of the family rat race. Ahhh, but nostalgic food advertising doesn’t lie.

Even today, food (and the consumers who indulge in it for sport or nourishment) is ever changing. And, gaining market share or share of stomach amidst changes requires three things:

1. Know what’s in and what’s out. Gluten-free is here to stay … but is sugar? Maybe not.
2. Innovation. Developing new products — and new ideas to bring those products to dinner tables everywhere — have to be reinvented daily. As consumers’ lives changes at a record pace, so does their circle of influence.
3. Inspire. As the ad states, more women cook with Veg-All than any other brand. In the 50’s, I’m sure their inspiration was to be the best they could be — an inspiration that I’M sure made their men very happy.
– D. Ditzhazy, ECD

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

French Beverage Names New Agency to Expand U.S. Awareness

French Beverage Names New Agency to Expand U.S. Awareness

Victoria’s Kitchen Turns to RMD Advertising for Integrated Brand Strategy Launch Victorias Kitchen Almond Water

RMD Advertising – a fully integrated advertising, public relations and brand strategy agency which focuses exclusively on growing emerging food brands – announces its new position as agency of record for Victoria’s Kitchen Almond Water, a refreshing, all-natural beverage. RMD will begin working with Victoria’s Kitchen on an awareness campaign to launch the sale of product in U.S. grocery stores, as well as strategy for continued brand success. The campaign will launch July 1, with an emphasis on targeted social media and public relations.

Victoria’s Kitchen, originally from France, uses the recipe of a real grandmother, Victoria, and only the purest ingredients free of any artificial colors or flavors. Water, cane sugar, natural almond flavor and citric acid make this beverage both gluten-free and kosher. Victoria’s Kitchen prides itself on being made with love, pure ingredients and family tradition. This drink is perfect for someone looking to try something new, while appreciating an old French favorite. For something sweet, but not too sweet, try Almond Water over ice or in your morning coffee.

RMD will apply an integrated approach utilizing public relations and social media to raise both consumer and business-to-business awareness of Victoria’s Kitchen. “We are thrilled to have Victoria’s Kitchen join our exceptional array of emerging food brands,” said Sue Reninger, Managing Partner Brand Strategy, RMD Advertising. “Victoria’s Kitchen is the perfect mix of traditional and modern with its simple, all-natural taste and sweet story. We’re looking forward to sharing almond water with the American consumer.”


3 Tips for Newbie Pinners

3 Tips for Newbie Pinners

RMD PinterestLast week we discussed why Pinterest is succeeding in business for its referral rates, consumer interest and targeted market segments. If you’re now considering leaping into this new social network for your company, we have a few tips to keep in mind:

1. Cite your sources.
Whether it’s a company name, url or @ mention. Give credit where credit is due.
2. Avoid self-promotion.
This is a tricky one for marketers looking to promote their clients or products on the platform. The main tip here, be genuine and participate in the community you’re seeking to engage.
3. Check, check & triple check your links.
A big faux pas would be to send your audience to a site or a spam-like link that sends them searching for the content you’ve recommended in the first place. Be responsible and then pin to your hearts content.
4. Collaborate.
Like any social network, interaction is key, but you don’t have to do it alone. Recruit your co-workers to start. Then you will be better equipped to engage consumers by both providing appealing content and sharing novel images or information shared by others.
5. Don’t be all business.
The Pinterest platform is playful and intriguing by nature, so try to mix business and pleasure on the site. Users want to see what is interesting to you and your company, not just pictures of what products you offer. What inspires you?

To bring all of your social media efforts full-circle, sync Pinterest with your Facebook, Twitter, YouTube, Instagram and LinkedIn presences. Add links to the images you share on Pinterest to your products or company website. Want help? That’s what we’re here for, give us a call.

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– L. Spendiff

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