Food For Thought - RMD Blog

Trends kicking off Super Bowl 50

Trends kicking off Super Bowl 50

RMD Advertising talks Trends for the Big Game

From bold Super Bowl ads to sappy Valentine’s Day messages to the spirit of giving that makes Random Acts of Kindness Month so spectacular, February is a roller coaster of marketing endeavors.

For RMD, the start of February means two things: (1) Super Bowl ads and (2) #PorkRindDay.

While we’re at Radio Row mingling with our Gridiron Greats and Pork Rind Lovers in San Francisco, many Americans will be tuning in to the Super Bowl at home. While the big game is a time to celebrate great football, the ads have become a tradition that many of us look forward to as well.

Here are a few of the trends you’ll notice this year:

Family First: Super Bowl commercials that incorporate a sexy theme, such as Carl’s Jr.’s racy “All-Natural” spot for last year’s Super Bowl, tend to score nine percent lower with consumers than those without such undertones. Many brands are more cognizant of the fact that families tend to gather around the TV on game day. Furthermore, none of the ten most-liked Super Bowl ads from 2011 through 2015 use sex as an advertising technique.

Soft and Fuzzy: Research has shown that puppies tug at viewers’ heartstrings most. Go figure, right? Four of the top ten ads include puppies and dogs, while two others rely on similarly adorable animals, such as horses and polar bears, to capture consumers’ attention.

Storytelling: Inspiring and uplifting themes perform well with Super Bowl viewers. This year will be no exception. “Many of these types of ads don’t include direct plugs for their products, opting instead to create an emotional link with people tuning in,” notes CBS News. While consumers might not be called to go out and make a purchase the next day, these types of ads are memorable, making a long-term impact on shoppers.

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!

Duck Tape, Pork Rinds Partner for Truck Driver Appreciation

Duck Tape, Pork Rinds Partner for Truck Driver Appreciation

PRSA Award Winners!

Rudolph Foods, maker of pork rinds, and long-time agency RMD Advertising teamed up with Shurtape Technologies’ Duck Tape brand to engage truck drivers, increase brand awareness, and drive product sales.

“We celebrated National Truck Driver Appreciation Week (NTDAW), last year on a smaller scale,” explains Amanda Helmstetter, Rudolph Foods’ marketing and innovation manager. “Truck drivers are in and out of our facilities every day, and our products don’t get anywhere without them. We wanted to thank them and step up the campaign a notch this year.”

Strategy
A contest calling for video, photo, or written responses to the prompt: “Three things I always have in my truck are pork rinds, duck tape, and …..” engaged truckers leading up to NTDAW (September 16-22).

Microsite media and blogger relations, social media outreach, and event attendance also drove awareness and engagement.

Duck Tape promoted the campaign in numerous ways, including on its online properties. Sue Reninger, the agency’s managing partner, explains that Duck Tape generally reaches a younger audience than Rudolph Foods and the partnership really helped extend reach.

Tactics
A news release announced the campaign to trucking-related trade publications, radio programs, and bloggers in mid-June. Truckers were directly targeted on Twitter, Facebook, and Pinterest, as well as at all Rudolph Foods’ facilities.

Contest entries were accepted during July on the microsite and on Rudolph Foods’ Facebook page.

About 12 truckers and bloggers, various truck stops, and truck driver associations spread the word via tweets and Facebook posts provided by the PR team.

PR team members also promoted the campaign at Ohio truck stops; at the Expedite Expo held July 27-28 in Ohio; and at the Big Iron Classic convention held September 7-8 in Minnesota.

Consumers voted online for their favorite contest submissions between August 1 and September 15. Winners were announced online September 17. The grand prize was a year’s supply of both pork rinds and duck tape and $1,500 cash.

Results
Helmstetter reports sales were up over the course of the campaign (double-digit increases in some categories) compared to the same time last year.

The contest drew more than 600 entries (the goal was 500).

Contest videos drew more than 10,500 views on YouTube alone.

July to September, RudolphFoods.com traffic was up 20% compared to the same months in 2011.

The campaign also generated 836,593 Facebook impressions; more than 1,950 new likes; and 41 media placements (more than 9.2 million impressions). Outlets covering the story included The Dave Nemo Show, Dallas Observer, and RoadKing Magazine.

Future
A “Second Annual Pork Rind Appreciation Day” campaign launched October 1.

close

Before you go ...

Did you see one of our latest posts? Read it and pass it on.

See some of our latest client success here too.

Food Holidays ... it’s the American Way

Get social with us!

RMD Advertising on Facebook RMD Advertising on Twitter RMD Advertising on YouTube RMD Advertising on Pinterest RMD Advertising on Google Plus RMD Advertising on LinkedIn RMD Advertising on Instagram RMD Advertising on Tumblr