National Fundraising Program Selects Ohio Food Agency
Little Caesars Pizza Kit Fundraising Program turns to food brand expert RMD Advertising for continued growth.
RMD Advertising, a fully integrated advertising, public relations and brand strategy agency, focusing exclusively on growing and emerging food brands, announces the addition of Little Caesars Pizza Kit Fundraising Program to its list of established clients. The Little Caesars Pizza Kit Fundraising Program, a leader in the fundraising segment for schools, charity and community groups, is based in Detroit, Michigan. The nationally recognized program will rely on RMD’s strategic counsel through an increased focus on social media to raise awareness and knowledge about the program for charities and schools.
From Little Caesars’ strong commitment to community emerged the Little Caesars Pizza Kit Fundraising Program. The program offers value-added fundraising opportunities to groups. With one of the industry’s highest standards for quality, financial returns and families overall, the fundraising program now expands beyond pizza kits to pizza cone, cookie and specialty kits.
“Little Caesars Pizza Kit Fundraising Program puts the fun in fundraising by offering exciting products at a high margin to help raise funds for thousands of schools, sports teams and non-profit organizations.” said Sue Reninger, Managing Partner and Brand Strategist of RMD Advertising. “We are thrilled to add this amazing client to our array of amazing food clients, and look forward to working with their passionate team to continue to fuel their growth.”
3 ways growing and emerging brands differ from work for the grown and emerged.
We’re often asked about the unique segment that we play in, day in and day out, at RMD Advertising. The growing and emerging food brand channel. What makes this channel different from a Fortune 500 brand, or brands that have emerged to Superbowl status? So many aspects of a growing and emerging brand differ, but for us it boils down to three key areas:
1. Family matters. 90% of growing and emerging food brands remain family-owned and operated. For us, this is a perk — waking up each day and making a real impact on the families we serve — those that own the brand, and those that consume the brand. Knowing that the work matters is a key differentiator between an RMDer and other industry professionals. Families make decisions differently than a large, consumer packaged good brand. Decisions, spend, direction and strategy are all personal and impactful at a different level. All of this must be understood when serving clients in this category, and leveraged to continue to effectively and efficiently reach and serve new consumer groups.
2. Inner Circles. No doubt, your own family has an inner circle — a group of confidants that you trust more than casual acquaintances. Often, growing and emerging brands fit the same model. Working hard to earn and maintain the trust of the brands we serve is never something to take lightly. Likewise, our brands work diligently to earn consumer credibility — which is also the reasonPublic Relations is often a significant part of the brand’s integrated approach. Small decisions can have ripple effects that are quite large, and the trust of a client is sacred. Serving this channel requires a brand team that has unshakable integrity, and one that strives to be extraordinary — not flawless — in daily execution. Execute as if you’re a member of the family, and you’ll be trusted as if you were, too.
3. Strength: the soul of the brand. Knowing how to sell a food brand that continues to grow and emerge requires a team that’s nimble and flexible, as competing against big budgets and deep pockets isn’t easy. Nor is it a challenge for the faint at heart. But there are a few secret weapons that can be cunningly leveraged to successfully even the playing field. Speed, personalization and commitment to the consumer are at the soul of any great growing and emerging food brand. Large brands can’t move and mobilize at the speed smaller brands can. Nor can they do so in a way that brings heart and commitment to the message — attributes that resonate with even the most skeptical consumer. For at the end of the day, consumers don’t buy products from corporations. They buy from real people they can relate to. Trust is a key component to landing on the family dinner table. And in light of all of the changes we’ve seen in the food business over the past decade, as Americans, we will always trust family.
“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
In business, yes there is room for love. It’s that simple. It gets masked as respect, especially when you’re working on a high performing, driven team such as RMD. Thank you RMDers for giving me new reasons to respect each of you every day. #Attitude of Gratitude. SR, Brand Strategist
Indulgent ‘Cookie Pies’ Expand Reach With New Agency
Barbara’s Cookie Pies Appoints RMD Advertising for Brand’s PR Launch
RMD Advertising – a fully integrated advertising, public relations and brand strategy agency which focuses exclusively on growing and emerging food brands – announces its new appointment as agency of record for Barbara’s Cookie Pies. Barbara’s is a decadent line of hand made pies, with delectable candy ingredients on a third generation recipe butter cookie crust. RMD will begin working with Barbara’s Cookie Pies on an awareness campaign to introduce the product to U.S. consumers, as well as a strategy for the brand’s success. Emphasis on targeted social media and public relations will launch August 2012.
Barbara’s Original Cookie Pies uses a family butter cookie recipe to make both the hand-pressed Cookie Pie crusts to create a unique pie texture, unmatched in the commercial dessert industry. Topped with quality baking and candy ingredients to craft flavors like Peanut Butter Cup, Cinnamon Crumble and Key Lime Macadamia, the cookie pies meet cravings for all tastes and textures. Fans can purchase the whole pies, authentic butter cookies or individual crusts and dough by phone or online.
RMD will employ an integrated approach using both public relations and social media to build consumer awareness of this distinctive dessert brand. “One of the challenges of growing and emerging food brands is credibility and awareness,” said Sue Reninger, Managing Partner Brand Strategy, RMD Advertising. “We’re so excited to help the world better understand this deliciously unique and decadent product and to help the brand grow overall. The epitome of decadence, Barbara’s Cookies Pies and Authentic Butter Cookies are an unmatched indulgence that take consumers back to traditional homemade recipes they treasured with family.”
French Beverage Names New Agency to Expand U.S. Awareness
Victoria’s Kitchen Turns to RMD Advertising for Integrated Brand Strategy Launch
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.”
Nacho flavored Doritos. They’re crunchy, made of corn and are triangle shaped. There’s not much more you can say about them … but wait there is more … after just a few handfuls they leave your fingers a dull flavorful orange color. What to do? What to do? According to the consumer-generated Super Bowl TV commercial, you have a stranger suck the residue off your fingers. Heaven help you if you wipe your hands on your pants … Oops, they got that covered as well.
Now don’t get me wrong. The right kind of humor can help the consumer remember your product and can even establish its brand as fun or youthful. But there’s a fine line of being funny and having the icky factor. No, I don’t think complete strangers will be staring at my fingers after a bagful. But after viewing a grown man going-to-town on his co-worker’s digits, makes me not want to lick my own fingers. And I don’t think that’s good for Doritos or me.