Jamie Allebach Chief Executive & Creative Officer

Is your brand ready to make a splash in the OTT stream?

OTT (over-the-top) advertising bypasses traditional cable and broadcast platforms to deliver ads via streaming services, and it has quickly become one of the hottest and most effective mediums for food brands to communicate with consumers. It has made TV accessible to brands of all sizes and offers the ability to dial-in your targeting to new levels of precision.
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Jamie Allebach Chief Executive & Creative Officer

Have you ever noticed when you see a Red Lobster commercial that you’re suddenly in the mood for seafood? Or when you see a thick, juicy steak sizzling in a butter-soaked pan with fresh herbs, you find yourself craving Longhorn or Outback Steakhouse for dinner? Or when a halftime ad shows a crisp amber spout of beer being poured into a chilled pint glass, you’re grabbing a tall, cold one from the fridge before the second half kicks off? Consumers can fight off those mouthwatering urges once or twice, but, eventually, you will give in to that appetite appeal.
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Jamie Allebach Chief Executive & Creative Officer

“Consumers are currently purchasing my brand 5 times. If I could increase their buy rate to 6, I could grow sales by…” I’ve heard this theory/thought-process a thousand times. And the fact of the matter is—it doesn’t work. If your goal is to grow your brand, this strategy will never get you there.
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Scott Cooter Creative Director / Senior Copywriter

The new IRI New Product Pacesetters report is out. And although their findings indicate mass market is still in decline overall, it seems that smartly targeted markets are growing. And that has more to do with how accurately the opportunity has been forecast than the size (and depth of the pockets) of the company bringing it to market. Small Companies (annual sales under $1 billion) are doing a better job of understanding how consumer wants and buying practices are evolving, targeting an opportunity, then moving quickly to deliver the right product to the right audience at the right time.
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Scott Cooter Creative Director / Senior Copywriter

Can social responsibility truly build sales for your brand? In a word, YES.
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Jamie Allebach Chief Executive & Creative Officer

Price promotions. I like to refer to them as the race to the bottom. Who can win the competition of having the lowest price and commoditizing their brand?
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Scott Cooter Creative Director / Senior Copywriter

As food marketers, we tend to think that telling potential customers how delicious our products are is enough. It’s why most new product launches and ad campaigns simply feature high-appetite food photography showing products at their mouthwatering best. Add a headline calling out product attributes and a few lines of aspirational body copy, slap “New” on it, and call it a day.
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Scott Cooter Creative Director / Senior Copywriter

Want to win in the frozen aisle?
Be dull.

During a recent shopping trip to the frozen section at my local Walmart, I was struck by how difficult it was to find the products I was looking for, even when I had a general idea of where they should be.
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