The Preheated Oven of Food Industry Marketing

food_full_circle_new.jpgSince our beginning as food industry consultants 15 years ago, we’ve remained focused on the food industry. We’ve done so partly because the food industry is where we started and what we love. But we’ve also done so because we place great importance on the value of focus.

Effective food industry branding and marketing require an investment of time, assets, energy, and emotions, and that hasn’t changed since we started. What has changed are the timelines under which we and our partners work. Especially in the last five years, we’ve seen timelines shrink dramatically. We’ve seen the effect that mergers and acquisitions have had on the urgency of branding initiatives; we’ve been part of the hustle and bustle of post-regulation reformulation (and repackaging).

We’re especially reminded of the need for efficiency as IFT16 approaches, as we help our partners (longstanding and brand new) design booths and introduce brands and market new ingredient technologies. Informing all of this work are brand strategy initiatives that we’ve collaborated on.

GIF c/o

We’re able—typically on very short notice (see timelines above) to strategize and design logos and create packaging and develop trade show booths and sell sheets and mini-sites and plan trade show lead generation strategies and all the rest in a short period of time not because we’re robots but because we’re focused. We’re concentrated. We’re mise en place and chicken stock and the preheated oven. We’re what’s needed to make the most of the limited time you have to accomplish your brand and marketing goals. And we’re that way—able to hit the ground running—because of our ongoing commitment to the food industry.

We hope to see you at the show, and we look forward to showing you (after IFT, of course) all the strategic, creative work that’s simmering even as we speak. If you need a brand refresh, packaging work, media plan, go-to-market strategy, or any other brand or marketing help, and you need someone who understands the food industry and the challenges that come with it, please email us, call, or send a message here.