Food For Thought - RMD Blog

How Public Relations Must Change for Food in 2019

How Public Relations Must Change for Food in 2019

Undoubtedly, the way consumers interact with the food industry has changed. However, one constant remains a steadfast pillar: Public and media relations as strategically consistent, credible influences.

Especially where challenger food brands are concerned, the art of communication and building brand relationships between brand and consumer (as well as brand and media) still promotes both authenticity and authority. A one-two punch that, in turn, encourages increased thought leadership. However, while the core purpose of PR remains sound, the strategies many brands rely on continue to evolve. Between new technologies and tools to more efficient avenues of communication, it’s no surprise that this would be the case.  

At the heart of each challenger food brand’s PR engagement is the desire to blow through obscurity, and building credibility is step one. In fact, the key strategies designed to do just that can no longer be siloed, but rather, must be dynamically played off of one another. Full integration is mandatory in 2019, and now is the time to employ a fuller view of Paid Media, Earned Media, Shared Media and Owned Media.

At the risk of being trampled by competition, challenger food brands can stick to the status quo. But, in the face of industry change and consumers making demands for transparency across all fronts, the New Year must bring PR and media relations that influence both customers and consumers.

Here’s your ticket to making moves that impact your challenger food brand beyond media impressions. Let’s make moves that drives tangible sales:

Paid Media can effectively help to expand your reach and awareness in an ever-crowded space. Paid social, for instance, can necessarily cut through the clutter of a platform that continues to grow competitive. In what Hootsuite has called the “pay-to-play era” on social media, “marketers have increased their social ad budgets (up 32 percent in 2018 alone).”

However, to truly bring paid media opportunities to life, countering them with a strong Earned Media strategy is also key. Where paid media can amplify your message, earned media can bring even greater credibility to it. By partnering with an agency partner that can capture the brand’s voice effectively, there is much greater potential to build consumers trust and ultimately, consumer loyalty.

Meanwhile, Shared Media, encouraging brands to partner with like-minded organizations, is an awareness tactic that we know promotes the growth of all communities involved. Whether through a well-strategized cause campaign or through co-marketing across the social space, shared media presents the unique opportunity to capture a new audience at the start of the sales funnel and quickly carry them through to acquisition.

In providing valuable and relevant content to help fuel strong shared media opportunities, Owned Media is unmatched. Whether a blog post from the brand’s internal team, video, webinars or user-generated content, this is an opportunity for you to drive profound credibility. Working your curated content into a well-rounded strategy that makes the most of each piece will further help to fuel the brand’s success with unprecedented awareness. This is where obscurity can be busted through.

In a fully integrated strategy that relies on each avenue of PR, a brand can strike gold and gain coveted credibility, as well as thought leadership. And, thought leadership, in turn, continues to promote credibility. Using the power behind paid media, earned media, shared media and owned media means making the most of each strategy.

Next Steps

While change can be difficult (and daunting), relying on an agency that loves the challenger food categoryas much as your brand does means it doesn’t need to be. For an exceptional agency partner, changing the way we look at PR shouldn’t take a second thought. It’s all for the sake of the brand. And, just as it always has been, brand is still king.

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!”

 

All-Natural Granola Brand and Innovative Food Cooking Show Select RMD as AOR

All-Natural Granola Brand and Innovative Food Cooking Show Select RMD as AOR

RMD client WhirlybirdRMD Advertising, an integrated advertising, brand strategy, social media and public relations agency considered to be an expert in the challenger food brand category, is proud to announce the addition of two new accounts. The agency has partnered with Real Food Real Kitchens, a show that films real people in their kitchens telling stories of their family dishes, and Whirlybird Granola, producer of all-natural, Non-GMO, gluten-free and vegan granola. Under its insightful eye, RMD Advertising will help its new accounts grow awareness and attract consumers through the strategic use of public relations, advertising and marketing.

Real Food Real Kitchens is a cooking series and brand that goes into the kitchens of everyday people and Real Food Real Kitchens selects RMD as their AORtells the story of families’ traditions and recipes. Available on Amazon Prime, the show is the image of authenticity. Whirlybird Granola is an all-natural and healthy-for-you granola brand made by passionate food lovers. The brand offers four delicious flavors of granola made with nuts, seeds and berries in four flavors: original, chocolate, vanilla berry and citrus ginger. RMD Advertising is proud to work with both new clients, proving the versatile and nimble approach the agency takes in the area of food brands. Current clients describe RMD Advertising as a partner with unwavering work ethic and commitment to the food category overall.

“Both Real Food Real Kitchens and Whirlybird Granola are the best at what they do, and we are excited to spread the word about their brand,” shares Sue Reninger, Managing Partner and Brand Strategist at RMD Advertising. “We are primed to make deeper connections for them with their respective audiences, and to make great things happen very quickly.”

We Took AIM And Score With Three Wins

We Took AIM And Score With Three Wins

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.       RMD/Southern Recipe AIM winner

“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.   RMD_Graeter's_AIM_Awards

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.

RMD Advertising at The Fancy Food Show

RMD Advertising at The Fancy Food Show

RMDAdvertising-FoodAdvertisingAgency-FancyFoodShow

While most are blogging about the trends that grazed this year’s Winter Fancy Foods Show in San Francisco, we want to dig a little deeper. Why did those trends make it to the aisles of this food fest, where some of the industry’s most innovative brands make their voices heard?

With more than 1,500 exhibitors from around the world showcasing 80,000 different specialty food and beverages, there were plenty of items for the Specialty Food Association’s Trendspotter Panel to recognize. Take a look at not only what will drive consumers’ purchasing behavior in 2016, but also the “why” behind it.

Making the unfamiliar familiar. Bringing the flavors of the Middle East or Italy home will turn mainstream this year. From chicken nuggets spiced with Indian seasonings to caramels laced with coconut, Americans are bringing ethnic flavors home.

A whopping forty percent of today’s top food trend setters, millennials like to try new kinds of ethnic cuisines and “anything new and different,” compared to 34 percent and 32 percent respectively of Gen X and Boomers combined. Making the unfamiliar familiar is now as easy as tossing Tandoori spices on their favorite foods!

RMDAdvertising-TandoorChef

Packing in the protein. Protein has never been more popular. Cricket flour, hemp and plant-based protein all make this nutrient much more obtainable. “Enticed by the promise that it can help you lose weight, get stronger and avoid age-related muscle loss, some 71 percent of consumers say they want more of it in their diets,” notes The Washington Post.

While other diet fads are centered around avoidance and restraint, focusing on protein gives consumers a way to think differently about how to evolve their diets to be healthier.

Roots make a move. Beets, like the ones by Love Beets, are making a comeback and as one of this year’s healthiest vegetables, it has turned into a must-have ingredient. Found as the natural coloring in foods with a bright purple hue and diced, sliced and shredded into meaty plant-based options, they’re versatile! “What seems to have really sparked the beet renaissance is the health-related research on beetroot,” says nutritionist Janet Helm.

Why? Transparency has made consumers ultra-aware of what they are feeding themselves and their families. Turning the spotlight on nature’s bounty is a great way to capture their attention!

We’re loving this year’s biggest food trends as both foodies and as food marketers. So, how will you make the most of them in 2016? Share your faves with us and join the conversation on Facebook or Twitter!

We take not one but two national awards!

We take not one but two national awards!

Thank you Rudolph Foods for believing in strong creative and strategy.

RMD Advertising Receives 2015 Clarion Awards From The Association for Women in Communications

RMDAdvertising-ClarionAwards2015

RMD Advertising, an advertising, brand strategy, social media, and public relations agency considered an expert in the food industry, has received two national 2015 Clarion Awards from the Association for Women in Communications. One award went for Rudolph Foods Pork Rind Appreciation Day in the category of Ongoing Public Relations, while the other was for the Dig My Rig contest for Rudolph Foods again in the Special Event category. These awards speak to RMD Advertising’s expertise and excellence in both the food and advertising industries as well as public relations, social media and digital integration.

RMDAdvertising-RudolphFoodsPorkRindDay

The Clarion Awards are awarded for excellence in communication. According to the Association for Women in Communications (AWC), the awards are highly sought after by both men and women. Beginning in 1972, the Clarion Awards recognize achievement in 100 categories across the field of communications. This year’s competition included entries from throughout the U.S. and three countries, with 86 awards received. The judges pick one winner for each category and may choose to pick none at all.

“AWC is a professional organization that champions the advancement of women across all communications disciplines by recognizing excellence, promoting leadership and positioning its members at the forefront of the evolving communications era.” Earning this type of recognition is a major accomplishment for RMD, further establishing the company as an industry leader.

RMDAdvertising-RudolphFoodsDigMyRig

“We are ecstatic to have won not one but two national Clarion Awards. Recognition on this level for our clients and their work is always worth celebrating,” shares Donn Ditzhazy, Executive Creative Director for RMD Advertising.  “To win at this level, creative, copy, strategy and client have to all work together to communicate and sell. I think it shows just how passionate we are about our clients and the food business overall.”

RMD Advertising’s expertise in the food industry spans more than two decades, and it is constantly striving for client success. The Clarion Awards are an addition to several other awards over the years, including PRism Awards, AIM Awards and Davey Awards. The proof of RMD Advertising’s success is in the way lasting relationships have been built with such brands as Rudolph Foods, Tandoor Chef, Champion Foods, Little Caesars Pizza Kit Fundraising Program, Panera Bread, and Graeter’s Ice Cream. RMD Advertising plans to continue to further its experience and its expansive industry knowledge to gain success for its clients.

Celebrate National Junk Food Day with
the RMD Foodies!

Celebrate National Junk Food Day with
the RMD Foodies!

When National Junk Food Day comes around on the 21st, team RMD will be armed and ready with our very favorite healthier-for-you indulgences. If you wanna “pig out” but don’t wanna feel, well, like a pig, follow our guide to go-to snacks and desserts.

Tweet: How are you celebrating #NationalJunkFoodDay on the 21st? Sound off! https://ow.ly/P00CsHow are you celebrating #NationalJunkFoodDay on the 21st? Sound off! https://ow.ly/P00Cs

 

piping gourmets
1. The Piping Gourmets Whoopie Pies:
The Piping Gourmets Whoopie Pies are allergen-friendly and crafted specifically for gluten-free, dairy-free, Kosher and vegan diets. Bonus! They’re also free of GMOs, trans fats, hydrogenated oil and artificial flavors and colorings. Each All-American Whoopie Pie also boasts rich, indulgent frosting sandwiched by two scrumptious cakes.

Graeters Ice Cream
2. Graeter’s Low Glycemic Ice Cream:
Butter Pecan recently joined Madagascar Vanilla Bean, Chocolate Chip, and Mint Chocolate Chip in bringing Graeter’s fans an ice cream containing 50% less sugar than their traditional ice cream. Crafted using the distinct sweetness obtained from the monk fruit, each low glycemic ice cream boasts the Graeter’s Ice Cream taste that has garnered a cult following with a Low Glycemic Certification.

WhollyWholesome
3. Wholly Wholesome’s Deep Dish Pizza Bites: This recipe uses Wholly Wholesome’s Gluten Free Pizza Dough to make delicious miniature deep dish pizzas that you can gobble up in one bite. Don’t feel guilty snacking on these little guys … We sure won’t!

RMD Foodies Celebrate the 4th

RMD Foodies Celebrate the 4th

If you’re looking for the perfect way to celebrate Independence Day this year, then you’ve come to the right place. RMD is an agency full of foodies … And if you’re not one when you join the team, you soon will be.

We serve each and every one of our clients with passion for advertising, enthusiasm for the brand, and pure love for delicious food!

Tweet: #Celebrate the #4thofJuly with some pizzazz! Here’s how we’ll be partying on #IndependenceDay: https://ctt.ec/aA6L3+#Celebrate the #4thofJuly with some pizzazz! Here’s how we’ll be partying on #IndependenceDay: https://ctt.ec/aA6L3+

 

Qrunch Foods
Burgers for all! Whether you’re a carnivore or a veggie lover, stop by the RMD Independence Day festivities for a burger you’ll love. Qrunch, quinoa-based, soy-free burgers are downright delicious … And grill up nicely for a flavorful crunch the gluten-free party goers will crave! Check Qrunch out in the news!

Rudolph Foods
Snack on! In between bites of a your Southwestern Qrunch Burger and sips of refreshing lemonade, snack on our favorite salty snack: Rudolph’s Pork Rinds! There’s no other rind like ’em. See what everyone’s talking about here!

Graeters Ice Cream
End the night on a sweet note! There’s no doubt that Graeter’s Ice Cream is the only way to end an All-American celebration. Sit back with a cup, a cone … or even the whole pint and enjoy those gorgeous fireworks. Those dreamy chocolate chips in their classic Black Raspberry Chocolate Chip Ice Cream is part of the reason we L.O.V.E this brand! And hey, we’re in the news!

The cold hard facts about marketing the freezer case

The cold hard facts about marketing the freezer case

Being an advertising agency that works exclusively in the emerging and growing food category, we feel it’s important to educate – with passion – the love of food marketing. Because the frozen food category is near and dear to our hearts (it’s easy when you work with Qrunch and Tandoor Chef) we thought you would like to get down to the cold hard facts about the freezer case. Enjoy!

6 reasons to warm up to frozen food with RMD Advertising

Facts about gluten-free and food marketing.

Facts about gluten-free and food marketing.

Periodically, we put our food experience to work so we may educate and hopefully entertain those outside the food industry. As a growing and emerging food ad agency, nothing brings us more joy than someone saying, “mmm, I didn’t know that” or “thanks for reminding me”.  Either way, enjoy!

Going gluten-free in the free market with RMD Advertising

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