Allebach
Chew On This!
April 2018
By Jamie Allebach
Chief Executive & Creative Officer

“Our target audience is women, ages 25-54!”

For decades CPG food and beverage brands have used this key demographic targeting the primary, kingpin shopper of every household. So, why change? After all, women still do all the shopping, right? Sounds kinda stupid when you say it out loud.

April 2018
By Jamie Allebach
Chief Executive & Creative Officer

I wrote an article about 5 years ago about how “Likes” are good, “Comments” are great, but “Sharing” is GOLD! Although social media has radically changed over the past few years, some of this thought process still remains relevant. Yes, engagement has changed, but it’s still key to success.

March 2018
By Jamie Allebach
Chief Executive & Creative Officer

Food and beverage brand managers often dream of the idea that consumers are having wonderful conversations about their brand. That people everywhere are sharing the good news of the glory of their brand. Telling all their friends. Sharing on social media. Talking to strangers in the supermarket.

March 2018
By Jamie Allebach
Chief Executive & Creative Officer

Think about your ownable brand assets that are distinctively yours, and no other brand can claim. It may be your name, logo, art, icon/symbol, personality, jingle, packaging, tagline, etc. Do you have such assets, AND, are you leveraging these assets to their fullest?

February 2018
By Rick Weiner
Media Director

In today's cluttered environment, it is becoming more and more difficult for a small CPG brand to make an impact in the marketplace. However, if these small and upcoming brands follow a few basic marketing and advertising strategies, there is a way to cut through and make a name for themselves.

February 2018
By 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.

February 2018
By Jamie Allebach
Chief Executive & Creative Officer

When it comes to marketing food and beverage, there are many nuances to an effective program. However, I have found that there are two foundational cornerstones that every successful brand has in common: MENTAL and PHYSICAL AVAILABILITY. Do consumers know and remember you, when they are ready to purchase—and can they find you, in-store when they are looking.

February 2018
By Jamie Allebach
Chief Executive & Creative Officer

Appetite appeal rules the day for food and beverage CPG brands. And one of the best social media platforms to showcase your brand is Instagram. There are many tasty reasons why food and beverage is such a popular visual on Instagram. Let's be honest: we all love a mouth-watering food shot — well-lit, crisp, close-up, cool context, it just makes us hungry or thirsty!

January 2018
By Jamie Allebach
Chief Executive & Creative Officer

Having been in CPG marketing, and primarily working with food brands, for nearly 30 years, there have always been certain constant pivotal drivers in consumer purchasing — the “go-to”s that always drive consumer response. Well, things are changing. In fact, there has been a definitive paradigm shift that all marketers should be paying close attention to.

January 2018
By Dale New
Vice President of Account Services

As food marketers, we keep hearing it over and over again… “Consumers are looking for healthier eating options” – especially Millennials. In fact, according to the polls, 80% of people are “trying to eat healthier.”1 (As Yoda said, “Do or do not. There is no try.”) Meanwhile, everyone in the food industry is searching for the “Holy Grail” of healthy, nutritious, minimally processed and convenient. Oh, and it has to taste good too. But wait… in the real world, the relative significance of all of those factors is literally the difference between success and failure.