Food For Thought - RMD Blog

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.

What Makes a Love Brand?

What Makes a Love Brand?

vector of love heart

For every “Love Brand” that RMD has had the honor to work with or has helped to shape in the food category, each shares three important qualities that ultimately contribute to its success.

They have the makings of a “love food brand“, which lead to their success in every respect – from concept to creation.

1. People.
Perhaps most critically, the people behind cult brands are passionate in a way that pours into the brand’s story. Energy is injected into the brand from every side of the company. This creates a unique company culture that inspires the quality of work necessary of the most successful brands.

2. Head.
Cult brands also do incredible work serving consumers with the pure intention of becoming a part of their lives, aligning with their pre-conceived notions of what makes a brand honest and trustworthy. It is in this way that they connect with them on both an intellectual and highly emotional level. Relying once again upon one of our current cult brands, Graeter’s Ice Cream proves the power yielded by becoming a part of generations of families that now hold their own Graeter’s experiences and stories close to them.

The proof is in the fact that “baby’s first ice cream” is now a common Graeter’s fan photo spontaneously shared with the brand from guests in every market. Consumers intellectually trust and feel good about eating the brand, and are excited to build another chapter in their family story that includes Graeter’s Ice Cream. It is a brand their parents trusted before them and is a tradition they hope their children will incorporate into their lives.

3. Heart.
Distinguishing cult brands even further is the fact that they consistently align with consumers’ hearts. Enjoying the brand reconnects them to a time, place or memory. It is emotive.

Graeter’s Ice Cream is an expert in crafting these types of moments. For many fans, the moment their favorite Graeter’s Ice Cream flavor hits their tongue, they are reminded of fond memories as children, summer days spent with friends or celebrations of life’s big moments with family. Food is emotional, nostalgic and woven tightly into our sense of family. Dinner tables oftentimes feature America’s love brands regularly, and consumers feel reconnected to their loved ones when those weekly celebrations occur.

Every food brand certainly can become a cult brand if it commits to the people and passion behind the company. However, not every brand is fortunate enough to be led by a family or a group of people that is as dedicated to the romance that must be cultivated to create that heart and head connection within consumers.

When there is an impassioned group of individuals that are committed to that level of connectivity, magic occurs – the kind that is passed from generation to generation.

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!

5 ways to connect with food consumers on the radio

5 ways to connect with food consumers on the radio

RMD-ConnectFoodConsumersOnRadio

Despite misnomers that radio is a dying medium, 93% of adult consumers tune into the radio each week, according to the Nielsen 2015 Music Report. Are you making your voice heard?

With a broad spectrum of consumers as your captive audience, a CPG brand can make an impact on consumers’ buying patterns and shopping behavior. Taking advantage of valuable learned media and airtime to position yourself as an expert in the food industry as well as a confidant consumers can learn to lean on is critical and smart!

Here are five easy ways to make sure your food brand is connecting with your ideal consumer on the radio.

1. Make it educational.
Among all of the news headlines that bombard consumers from the moment they get out of bed, your radio segment should offer them a break from all of that noise. Whether you’re sharing ways health-conscious families can make an easier transition to gluten-free or tips for hosting the perfect homegating party, give your audience a reason to listen. Make their lives better!

2. Make it timely.
Your advertising agency should be able to expertly tune into today’s timeliest headlines. They are usually a great way to take the nation’s pulse. What do your consumers care about? Does sustainable farming intrigue them? Do non-GMO foods fill their pantries? What inspires their buying decisions? Take a walk in your audience’s shoes to better cater to their wants and needs!

3. Make it simple.
In the age of the “listicle”, an article presented in a numbered or bullet-pointed list, consumers have learned to digest information in bite-sized chunks. Your listeners may be multi-tasking or preoccupied, but make sure you fit into their on-the-go lives. By making sure your radio segment is easily digestible, you can better capture the attention of those who matter most. Your consumers!

4. Make it actionable.
Give listeners a clear way to take action. Once you’ve reeled them in with an interesting segment, don’t let them tune out just before you can plant one final seed: How to find your brand. Now that the consumer sees your product as one to trust, make it easy for them and outline a clear call-to-action (CTA). Often overlooked, CTA’s are the last thing your consumer will hear before they make the decision to support your brand!

5.Make it personality-filled.
The radio is a unique platform in that you must portray the essence of your brand in a short interview or sound clip. Without the help of a visual element, this can sometimes be a challenge. Make sure to represent your product well with excitement and an authoritative voice. Next, match your tone and content to the essence of the Brand. Finally, be descriptive! Direct shoppers where to go once they enter the grocery store. Should they head to the deli section? Or perhaps the snack food aisle? This is a great way to ensure you leave a clear impression on the mind of each listener!

Alexandra Brazie As the Senior Media Specialist at RMD Advertising, Alexandra Brazie makes meaningful media contacts and positions our food clients in the print, on the screens and on the airwaves that make the biggest impact on their Brand. She loves pitching food, talking about food and eating food. She’s a girl after our hearts!

Nothing scary about these food brands

Nothing scary about these food brands

RMDAdvertising-FoodBrands-Halloween

When you’ve been around for more than 23 years, you develop a lot of traditions. Some strange. Some a bit quirky. But all definitely creative. And halloween is the perfect time to showcase our agency’s creative side while giving a nod to the industry we serve … food brands. It’s also a wonderful time to honor a few of our client brands as well. Happy halloween and remember, the only thing scary about this day? When food brands don’t work with RMD.


Donn’s passion for food began while growing up in the culturally diverse city of Detroit. Experiencing the wonderful flavors of the city taught him that there’s more to life than the same old same old.   Today, Donn takes that same approach with the creative direction of the agency. 

 

Columbus Advertising Agency Grows with Two Delicious Frozen Food Accounts

Columbus Advertising Agency Grows with Two Delicious Frozen Food Accounts

S&F Foods and Crunchtables join RMD Advertising’s prestigious list of food clients
RMD-Crunchtables
COLUMBUS, OH (July 7, 2015)RMD Advertising, an advertising, brand strategy, social media, and public relations agency considered an expert in the food industry, has recently added both S&F Foods and Crunchtables to its roster of blue-chip clients. Under the insightful eye of RMD Advertising, both companies, leaders in their respective categories, will now effectively grow their footprints in the frozen food aisle. This level of success will be accomplished through enhanced social media, public relations and creative expertise. RMD will focus on growing the Crunchtables brand overall while striving to increase sales through their strategic work in the social and digital space. Similarly, RMD will work to grow and launch the S&F Foods brand name in social media, the digital space, and through public relations.

S&F Foods is a Michigan-based manufacturer of proprietary, private label and co-pack brands for retail, institutional and school food services. Crunchtables, a Wisconsin-based brand, presents consumers with delicious crouton and pretzel coated vegetable snacks. Distinguished by what current clients describe as unwavering work ethic and commitment to the food category overall, RMD Advertising is proud to work with these two new clients, proving just how versatile and nimble the agency is in each aspect of the food industry.

“Both S&F Foods and Crunchtables are brands we are honored to help grow,” shares Donn Ditzhazy, Managing Partner of RMD Advertising. “These new additions to the RMD roster of clients are sure to stretch our breadth of experience and further establish the agency’s impact within the industry — while proving our passion for growing such strong brands.”

RMD Advertising’s expertise in the food industry spans more than two decades, giving it the right credentials for such unique clients as S&F Foods and Crunchtables. “With a sales driven mind set and the discipline to follow through on each project they adopt, the RMD Advertising team often attracts growing and emerging food focused clients that are passionate about their future,” notes Ditzhazy. The addition of these two companies to their list of clients is a welcomed challenge to which the agency is eager to apply their extensive knowledge of the food industry. 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 use its 23 years of experience and its expansive industry knowledge to cultivate strong relationships with both S&F Foods and Crunchtables.

 

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!

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

Cooking up food success

Cooking up food success

We love food at RMD … and we REALLY love creative deviled eggs and Bloody Mary’s! Pick up a couple of egg tips and try a new recipe or two as one of our clients, Slawsa, uses both with this super innovative condiment. Delicious!

RMD Advertising Slawsa Deviled Eggs And Bloody Marys

We’re Cooking Up Big Plans for Food Expert

We’re Cooking Up Big Plans for Food Expert

RMD Advertising, an advertising, brand strategy, social media, and public relations agency considered an expert in the food industry, is proud to announce the addition of Diane Henderiks to its roster of blue-chip clients. Under the insightful eye of RMD Advertising, Diane Henderiks, an accomplished television celebrity dietitian and chef, will now be able to effectively expand the reach of her audience to homes nationwide. This level of success will be accomplished with RMD’s intelligent social media, public relations and creative expertise, as it is an agency just as committed to her growth as she is.

DianeHenderiks-FacebookCover-April2015-2

Diane Henderiks, a registered dietitian and chef focused on creating healthy-for-you culinary masterpieces, is on a mission to teach America how to eat well. Henderiks’ passion for educating fellow food lovers about the balance of food, cooking and health inspired her to found “Diane M. Henderiks, R.D. & Associates, LLC”, her nutrition consulting firm. She is also the host of “Chef Inspired Healthy”, her series on The Daily Meal Video Network where she collaborates with America’s top chefs. She is one of America’s top go-to food, healthy cooking and eating experts for national television, print and on-line media and frequently appears on such prestigious television programs as Good Morning America, The Chew, FOX & Friends, Cann, TLC, Martha Stewart Radio and more. To learn more about Diane Henderiks, visit: DianeHenderiks.com

“We’re thrilled to add Diane Henderiks to our roster of food brands,” shares Sue Reninger, Managing Partner of RMD Advertising. “She has an amazingly bright future ahead of her, and we’re really charged about helping her to get there fast.”

RMD Advertising’s expertise in the food industry spans more than two decades, giving it the right credentials for such a unique client as Diane Henderiks. “With a sales driven mindset and the discipline to follow through on each project they adopt, the RMD Advertising team often attracts growing and emerging food focused clients that are passionate about their future,” notes Reninger. The addition of Diane Henderiks to their list of clients is a welcome challenge that the agency is eager to apply their extensive knowledge of the food industry to. The proof of RMD Advertising’s success is in the way lasting relationships have been built with such brands as Rudolph Foods and Panera Bread. RMD Advertising plans to use their 23 years of experience and their expansive industry knowledge to cultivate a strong relationship with Diane Henderiks.

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