Food For Thought - RMD Blog

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 ParmCrisps to 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.

Natural Products Expo West … Fits Us Naturally.

Natural Products Expo West … Fits Us Naturally.

RMD attends Expo WestNatural 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.

Hard Work Pays Off With Two More National Awards!

Hard Work Pays Off With Two More National Awards!

We are honored to win two national Clarion Awards. Awarded by The Association for Women in Communication, this award highlights RMD Advertising’s excellence in campaign marketing. We won for our work on Rudolph Foods’ annual Truck Driver Appreciation Week campaign and NestFresh’s Egg-Cellent Baking Contest.           RMD Award winner

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.

 

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

 

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.

Your Digital Advertising May Fail Without This

Your Digital Advertising May Fail Without This

How can using creative, strategic thought help your social advertising plan soar?

RMD-DigitalAdvertising

The food industry is a competitive one, with food brands dawning trendy personas and introducing new must-have products that entice consumers to buy as soon as they hit the shelves. For marketers, this means battling a crowded field where the average consumer no longer responds to overt messages to “buy now!” A strategic social advertising plan must be in place to cut through the clutter.

As TV ad spending dwindles, digital advertising continues to boom. In today’s digital age, digital tactics can grab consumers’ attention and influence purchasing decisions. That being said, digital advertising has become more important than ever, as well as the way in which companies take advantage of it.

Follow a few of these do’s and don’ts of digital marketing to boost your sales in a volatile food industry.

Do use custom-made links. When hosting a campaign, create a custom link. This is an uber effective way to track it on your website or a third-party website. Clicks to your custom link will be seen as activity on a prospect’s profile, and the more information you have on a prospect, the more tailored and meaningful your conversations can be. This allows you to be a marketer rather than a technician. Use the data that your custom links provide to optimize your message and distribution so that you reach the consumer best suited to your brand.

Don’t speak at your consumer. Speak to your consumer. Develop a meaningful conversation and seize the attention of new leads with storytelling. To portray your product or service as a must-have, your targeted consumer needs to know that their values align with your brand’s values and that you will be solving a point of pain for them. Start a conversation!

Do track your progress throughout your digital campaigns. When you benchmark your social and web statistics at the beginning of any campaign you might be hosting, remember to check back in frequently. This will allow you to evaluate your success as well as identify areas where you can be more successful. Track and measure daily, even hourly. With programmatic advertising technology, this is now more feasible than ever.

Consider shifting your strategy if you feel there are parts of your campaign that need to be strengthened, whether through a reallocation of your funds or through more specific targeting of your audience. It is crucial to understand your audience, including your brand’s buyer persona, how frequently they are online and which social platforms they prefer to use.

Standout digital begins with a standout agency. Are you armed with the best of the best? Check out our team.

Jacob, a Digital Art Director at RMD, helps to make sure the creative power behind the work we do for each of our clients packs a powerful punch. From coding websites to developing shareable artwork for social media and beyond, he’s a pro that’s inspired by the food industry everyday.

5 Ways to Make the Most of a Food Trade Show

5 Ways to Make the Most of a Food Trade Show

Food trade shows can become tiring if food brands fail to invest themselves in their importance and enter those double doors without renewed excitement for the opportunities that lie ahead.

RMD-ChallengerFoodBrandAgencyAtFoodShows

Here are five ways the best growing challenger food brands hustle to make the most of their food trade shows, whether exhibiting or simply walking the floor.

1. Reconnect with peers.
To walk up and down the seemingly endless aisles of the food trade show is the most basic way to absorb the vastness of the food industry. Clients that continuously do so, all the while looking for emerging trends, are able to effectively spot those that are a passing fad and those that are here to stay. They are also the clients who are most in tune with the industry … and win (big) in the long run.

2. Connect with the media.
Attending a food trade show is a prime opportunity to connect with the media face to face. Use each conversation as a platform to showcase your brand. Share what’s new, how you’ve innovated and even the product and package development you’ve taken on. Use this as an opportunity to prove just how extraordinary you are!

3. Make time for your agency.
The best agency will ask to be an active participant in the role your brand plays as an exhibitor. From time in the booth spent connecting with consumers to taking a few moments throughout the day to catch up with your executive team, your agency should be your support system.

4. Education.
You are never too old or too seasoned to learn something new. The best shows include educational seminars that feature discussions that are topical. Even if you walk away with one or two ideas, they certainly add up over time. If you can’t make the schedule seminars, be sure your agency does. A true agency partner is just as passionate about your industry as you are. If they aren’t, they will become old and outdated quickly.

5. Renew your passion.
The food industry is the most beautiful of all industries. Food nurtures us, it is where our traditions are fostered and is where our heritage shines brightest. For that reason, there is no place like a food trade show. Expo West, Expo East, Fancy Food, Snacks and Sweets and the NRA Show all reconnect us to our passion for food, so celebrate it before, during and after hours.

Doing so ensures that you’re contributing to the food industry in a meaningful way. It’s what RMD Advertising excels in … and it’s what all the best love brands do!

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.

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