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.
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.
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.
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.
This past March we celebrated our 26th anniversary by continuing to be the strongest and smartest agency in the Challenger Food category. Any RMDer will tell you: RMD is all about the culture. So, what makes this place one we all love coming to every day?
RMD’s culture is like no other. While the formula for a perfect workplace may not exist, we think that by understanding that it is a collaborative effort and that it is something we consciously work to maintain every day, we’ve come pretty damn close.
Here’s a taste of what we think makes our agency great!
1. Mojo Lunch. Hey, a team’s gotta eat, right? Mojo Lunch on Friday is a perk this hungry team never takes for granted!
2. Quarterly Outings. Team building makes the world or RMD go round! Two for family and friends and two for team only makes for happy people all around.
3. Plank Like You Need It. It might seem unnecessary, but the RMDers who plank every day know that all it takes to manage your state is a couple of abdominal building minutes!
4. #ThankfulThursday. Teambuilding makes RMD go round, but gratitude is at the heart of all we do, and Thankful Thursday reminds us of that.
5. Summer Fridays. It’s summer, it’s warm, it’s sunny and it’s time to enjoy a half day off to do whatever you want to do – except work.
6. Bang a Gong. A gong helps us to celebrate the big and small victories audibly throughout the day!
7. #AttitudeOfGratitude. An RMD-inspired way of celebrating the gifts (big and small) we each give to one another every day. #AOG to you for giving our blog post a read!
8. Soul Train. When we’re saying goodbye to a team member, our version of Soul Train sends ‘em out in a classic RMD manner.
9. Furry friends. They’re our official Directors of Stress Management, and they do a damn good job!
10. ProBest. Held every Friday, ProBest is our time to come together and become the high-quality professionals that help to make RMD special.
11. Mojo. It’s our time to reconnect and reflect on yet another outstanding week Think of it as a little teambuilding every Friday morning.
12. Virtual Showers. RMD throws one heck of a shower. Wedding and baby showers are our specialties!
13. Community Work. Because we’re all like-minded individuals, work like that we do with Wagons Ho Ho Ho is something we have a great deal of pride.
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.
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.
We are proud to have been recognized with three awards from the American Marketing Association’s annual AIM Awards, including Platinum PR Publishing Division for Graeter’s National Ice Cream Month, Gold PR Publishing Division for Graeter’s National Ice Cream Month and Gold Marketing Campaign for Southern Recipe’s Truck Driver Appreciation Week. These awards speak to RMD’s imaginative and innovative use of media, social media and online influencers to create successful and influential campaigns through both Graeter’s and Southern Recipe.
The AIM Awards recognize leaders and innovators in marketing, communications, graphic design, public relations and advertising throughout Columbus, Ohio. AMA, which judges and selects the AIM Awards Winners, is comprised of practitioners and academics, 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.
“We were honored to have been recognized for the strategic work we did with the Graeter’s Ice Cream Month and Truck Driver Appreciation Week campaigns,” shares Sue Reninger, Managing Partner, Client Brand Strategist at RMD Advertising. “We love the AMA’s because we are so proud to be amongst marketers statewide and nationally who work to help their brands grow. For us, it is all about helping our clients reach a new level of distinction, growth and success.
Amidst hundreds of submissions, RMD’s entries for Southern Recipe’s annual Truck Driver Appreciation Week and Graeter’s Ice Cream Month campaigns were distinguished as leaders in their respective categories. Graeter’s Ice Cream Month campaign focused on utilizing National Ice Cream Month to generate sales and brand awareness through media, contests, giveaways, social media and online influencers. Meanwhile, Southern Recipe’s Truck Driver Appreciation Week campaign partnered with the St. Christopher Truckers Development and Relief Fund to spread awareness of health problems truckers face and raise money for the charity through the use of a social media photo contest.
How To Stop Thinking Just Anyone Can Represent Your Business in Social Media
The food industry is crowded with brand after brand just trying to make it to the shopping cart of the consumer. What makes a food brand special? What makes you indispensable in the consumer’s mind and heart? An agency that specializes in the food industry has access to knowledge that can propel you forward, putting you in the hands of the perfect consumer for strength and sustainability.
For each brand, their purpose is different. It’s time for you to evaluate (or re-evaluate) yours … and identify the most strategic avenue by which to share it.
The list of impactful social media platforms goes on and on. While a good product is a key to success if consumers don’t know about it, how well can it perform? In the meanwhile, the world is seemingly in tune with the latest social trends. In order to maximize your momentum in this space, there’s something deeper brands should responsibly consider.
The question is, why should you employ the services of an agency to manage your social media instead of that eager new intern or a family member who can’t wait to get their hands on your social accounts?
Instead, consider these four big reasons to rely on an agency to help share your brand’s story and, just as importantly, your purpose:
1. Talking to the consumer and managing crisis.
A series of high-profile food crisis has caused a growing awareness of particularly stubborn pathogens amongst all consumer groups. Both food manufacturing teams and their marketing counterparts have been charged with the daunting task of exemplifying excellence in food safety by incorporating industry best practices, particularly by bolstering their crisis management plans … this is especially necessary in a space as transparent as the social space.
By fine-tuning a food crisis strategy, your brand can ensure it continues to serve the organization well and protects its public profile while helping to instill trust between the brand and its consumers. Partnering with an agency with a deep knowledge of the industry and a solid track record in times of crisis is an exemplary way to prepare your brand for the unforeseen. In a volatile industry, such as the food industry, your agency partner should realize that food can either nourish us or serve as a toxin. Their work should prepare your brand and protect it accordingly.
2. Strong SEO means big power for your brand.
Powerful SEO is a must-have today and it can be integrated into your marketing mix seamlessly with the help of an agency. For maximum effectiveness and brand power, your agency partner should be able to incorporate a smart SEO strategy into your day-to-day efforts across social media. One brand, one topic, one voice every day. This is the fastest way to become (and stay) a Love Brand.
3. Posting in your voice, as a friend to the consumer.
As consumers peruse the social space, they’re actively reading messages and posts from their friends. It’s critical that your agency brings them friendly messaging that’s in line with what they’re already expecting to see on that platform, while broadening the conversation to accommodate a variety of subjects that relate to your brand.
Recent research demonstrates that 79 percent of Millennials and 84 percent of other generations prefer brands to let their personalities shine on Facebook, while 51 percent of Millennials and 35 percent of other generations like it on Twitter. Your fans want your brand to tell stories they can relate to, share recipes they can identify with or post articles that highlight how you can add value to their lives. It’s simple, it’s subtle and it’s friendly.
4. Posting on a regular schedule, without being predictable.
Strategically diverse – conversational yet intentional. There’s strategic thought that goes into each post, and the content calendar your agency creates for you is a tool not likely to be found in the hands of a social media team that’s not simultaneously armed with a marketing mindset.
Simple but effective tools built monthly for your company’s unique needs. Important holidays, food celebrations, retailer awareness and more are crafted to be talked about in each month, using a pattern that keeps the message fresh and the user engaged.
It’s easy to have that son or daughter, that cousin, that guy in billings who has an Instagram account, take care of your social media needs. It seems smart and affordable. But when you consider that social media is an advantage medium and your direct connection from your brand to your consumer, you realize your product may be the most important key to your business.
The advantage of daily communication with your consumer is a very close second … and that shouldn’t be in the hands of a single person who has an idea of what they’re doing, or just having fun learning. That should be entrusted to a team of individuals that want the same thing you do: success.
See how we can help you and your brand find just that right here.
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.
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.