Establishing a business as a brand requires creative marketing strategies that engage customers and inspire future growth as the needs of the consumer evolve. The visionary behind Foodmix Marketing Communications considers how the culture of a brand is cultivated in smaller environments. Through actively engaging with the growing needs and interests of consumers, Foodmix works with companies in effectively executing the message and product love behind the unique brands it represents.
Dan O’Connell started Foodmix in 2000 after regenerating the idea of what an agency should look like for foodservice businesses that emphasize creating strong relationships with its clients. The food branding agency has since developed B2B (business to business) and B2C (business to consumer) advertising campaigns for some of the largest food brands in the world. “The collaboration across all parts of the agency is a big part of the company and something our clients truly value,” said president Sara Hagen.
Through research and creative brand strategy, Foodmix works closely with its clients in establishing how to best communicate with their customers. Foodmix helps businesses find the authentic and natural story behind their brand. “The story helps create demand with the consumers. If customers engage with the product through creative advertising or product demonstrations, this helps brands to come to life in a new way.”
As the needs of its client base have evolved not only through the challenges of a pandemic but with a growth in technology as well, Foodmix works closely with its clients to generate smart marketing approaches. “The roots of our agency are in helping clients come up with a channel strategy. The consumer drives the dollar so helping foodservice operators adopt this mentality is key,” noted Hagen. With advertising quickly moving to digital platforms, Foodmix recognizes that taking advantage of experiential marketing through video marketing and social media platforms helps creatively establish a brand identity. “We want to look at all marketing mediums to create a memorable brand and product love that grasps the attention of customers.”
It’s no secret that the foodservice industry has had to turn to takeout and delivery services this past year. Foodmix has helped its clients pivot, survive, and flourish with this heightened desire for eating foods from the restaurants we love in our homes. “We adapted an empathetic approach because we are all in this together. There are tools in place to help foodservice operators survive, and working as a team to support one another has been important throughout the pandemic.” By teaching its clients about the necessary tools, tips, and labor-saving trends, Foodmix has been able to help its client base supports their restaurant customers that struggled to find a survival strategy at the start of the pandemic. Additionally, the agency supported local businesses by providing takeout to its employees.
“If we celebrate the foodservice industry and support one another, brands gain exposure and customers will want to support businesses that have a reputation for being compassionate,” Hagen said.
As restaurants prepare to welcome back guests through indoor dining, Hagen offers insight into how business trends that were adopted throughout the pandemic will continue to be beneficial. “I think we, as a society, have recognized how much we love to do things from home– whether that be working or eating. As the kinks of takeout have been gradually smoothed over, I can see small dinner parties taking advantage of catering and takeout services to create a comfortable ambiance in a home setting. Chefs have also learned how to creatively interact with their clients through cooking videos and I hope that will stay around as well.”
The Restaurant Revitalization Fund will soon offer grants to eligible businesses and help them successfully develop long-term sales growth. Foodmix’s advice is to intelligently utilize these funds by considering how long-term goals should satisfy the needs of the consumer.
“No brand is too small to need the services of an agency. You want a strong culture behind the business, and that starts with the brand foundation which drives effective growth.” Align with the right partner and visit the Foodmix website for more info.
