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Archive for the ‘creativity’ Category

Does Your Brand Need a Makeover?

Friday, February 12th, 2010

There aren’t too many industries that have enjoyed an upswing during the past two years of the downward economy. That is, with the exception of private label food brands. Once akin to the dorky guy no one wanted to date, Wegmans, Target, even Walgreen’s Drug Stores, seeing their chance to woo shoppers with lower costs, improved quality and packaging, and raised expectations in terms of overall use, have created desirable private label products that no consumer is ashamed to take out for dinner – or breakfast, or lunch.

In fact, The Nielson Company, according to an article on Food Navigator-USA.com in December 2009, stated that sales of private label products have increased by 17 percent compared to two years ago – up 12 billion. So how do the name brand products rekindle their relationship with shoppers and compete with the sweetness of low costs and higher quality products?

Kraft, who many consider a staid and true traditionalist when it comes to marketing, have undertaken what many find successful when trying to rekindle the romance. A makeover. A new, modern look. A new, modern attitude.

Taking a holistic approach to marketing, Kraft has recently launched iFood Assistant, an app for the iphone; revamped it’s consumer website, similar to Campbell’s user friendly site; repackaged products giving them a clean more natural look, i.e. Kraft Natural Cheese; revised it’s Food and Family magazine; increased their presence on Facebook; and given fresh attitude to products like Miracle Whip depicting the spread as defiant and quirky to appeal to younger consumers. All while working to create foods that are tastier and more real while reflecting these qualities in their advertising. Advertising that tells a story. The consumer’s story.

The results? Sales have grown to $42 billion from $36 billion.

Looking mighty delicious there, Kraft.

Kelly Gartner, Copywriter

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Trends Food Marketers Should Follow For 2010

Monday, December 14th, 2009

By Kelly Gartner

This article recently appeared in Allebach Communications Quarterly Newsletter, Alle Carte. If you’re interested in receiving Alle Carte drop us a line. We’re happy to include you in our e-mailing.

It’s true. People will always need to eat. But, what they eat is another story. Here are just a few of Allebach Communication’s tips on how to make your brand stand out in 2010 and provide consumers with a reason to buy.

1) Value. Value. Value. Did we mention value? Consumers are going to continue to look for value when purchasing items. If you’re a food brand this means providing the value they are looking for. Quick, low cost meals, such as Hatfield Quality Meats Family Classics meals, a brand Allebach helped develop and created the campaign for, is a good example. Each package contains 4 portions and is sold for $9.99.

2) Added Value. Consumers are going to buy brands that offer value plus what the brand stands for, i.e., your advertising will tell your story. Campbell’s is a good example. Let’s take Tomato Soup as an example. It’s a good product. A product many people associate with an emotion, a time, a person (mom). People are still going to purchase Campbell’s Tomato soup for the story – the feeling – as well as the taste. In fact the story, becomes a part of the taste. With your own brand, creatively tell your story. Create the added value. The emotion. Use your print, radio, and TV to sell the experience. The emotion. The taste. View our Hatfield Quality Meats commercial here to see how we provided extra value through the commercial.

3) Brand differentiation. Generic features will no longer differentiate your brand. Be unique. Be cutting edge. Think ahead of the curve. It’s critical for success. Look at your brand and really dig deep as to what makes you better. Different. Tastier.

4) Establish dialogue and continue talking. Telling your customer your brand is the best, no longer makes it a fact. Bloggers, Facebook, and Twitter have given the consumer a larger voice. To really be the best, listen to what they say and use it to create a stronger product and brand. Engage in a conversation with them. If consumers trust the community, then they will trust the brand.

5) Expect More. Pay Less. Yes, it’s superstore Taget’s tagline however, it’s exactly what consumers want. Identify unmet expectations so you can then capitalize on them and then deliver them at a reasonable price point. Challenging? Definitely. Impossible? Absolutely not. Consider partnering with store brands in order to promote your brand. For example, if you’re a deli meat, like Creta Farms Gourmet EVOO Deli Meats, partner with the store brand bread or condiments. Offer a coupon or discount when the deli meat and the condiment are purchased together.

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Here’s the Beef

Tuesday, October 27th, 2009

Just do it.
Where’s the beef?
Think different.
Got milk?

Tag lines for products and ads we all remember: Nike, Apple, The California Milk Processor Board, and Wendy’s.

Recently a small documentary was recognized at the 2009 Sundance Film Festival called Art & Copy. The topic – advertising and inspiration. As the copywriter here at Allebach I was excited to see this flick. I was excited to see if the biggies in “the business” had any deep, profound answers to how we, as creatives (the designers and writers), can do more for our clients. How these tag lines coupled with artistic inspiration became, not only ads that sold great products, but deeply embedded parts of our culture; thus, making the brands an even greater part of our culture.

Frankly, I’m not sure that I came away with any BIG answers. However, I did walk away with an even deeper belief that advertising, be it outdoor, TV, radio, print, web, social media based, or anything else the future may bring, is the key to making a product succeed. And how that success is achieved by making brave, memorable, simple statements, that are visually and verbally compelling, about a product’s USP. Statements that state the truth and speak to human emotion and need.

Take for example, Wendy’s, “Where’s the beef?” commercial. While the infamous commercial featuring three older women gazing at a huge bun with a miniscule beef patty, was mildly irreverent (for 1984), and certainly amusing, thus entertaining viewers, it also was an extremely powerful 30 second television spot. That’s right. 30 seconds. 30 seconds of a commercial that people couldn’t wait to see and a phrase that is forever a part of the American culture.

Why did the synergy of image and language work? Because of the humor? Sure. But more so, because it told a truthful, honest story. A normal fast food burger is small. All bun, no beef. Wendy’s skillfully highlighted the fact that their burger is fresher and larger. The commercial stated a fact that all fast food eaters had experienced: where is the beef in this burger? It raised questions regarding the freshness of the competition’s frozen burger patties. It showed a delicious, fresh mouthwatering burger. It made everyone laugh. It made everyone ask: “Where’s the beef?”

The commercial told the truth. It told a story.

Everyday, the team here at Allebach arrives ready to tell an honest, entertaining story about your brand. We dig deep. We illuminate the product’s truth. We seek out your, “Where’s the beef?”

Now, that’s some beefy advertising.

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