Food For Thought - RMD Blog

Giving Brands the (Re)Boot: Nostalgic Food Brands Connect to the Heart

At RMD, we take a great deal of pride in serving Challenger Food and Beverage Brands – and only these brands.  For the past decade, RMD has had the privilege of working with CPG, restaurant and food service brands solely.  From product launches to “reboots”, new brands to nostalgic brands and love brands to brands in crisis.  It’s the category and clients that we love, and that drives us to perform at the levels that we do.

But there’s a special place in our heart for the challenge of “rebooting a brand”.  You know the score, taking a nostalgic brand that was once strong and found in nearly every pantry in America … and giving it new brand awareness, a renewed place in American consumers’ hearts and rebuilding the bottom line along the way.

We love a great challenge. No one out-performs RMD when it comes to the challenger food category.  And no other agency can honestly pledge to never fail (because we simply do not). This is especially important when a nostalgic brand is put back on the table — because one shot is all that’s given.  And that shot needs to stick once again in America’s hearts and minds if it’s to enjoy a second go around as a family love brand.

There will always be something special about bringing consumers closer to those brands again, and bringing the brands back to the dinner table.  To watch a consumer reminisce about their grandparents’ love affair with a product or food — and to watch the sense of smell, sight and touch rekindle that love affair is a marketer’s dream come true.  To walk thru an airport with a branded T-shirt on … and get stopped along the way to hear consumers tell you their love brand stories. It just doesn’t get any better than that.

We’ve been privileged to give this shine back to some of America’s strongest nostalgic love brands over the past few decades:  Popeye Spinach, Veg-All vegetables, Glory Foods, Rudolph Foods pork rinds … and Keystone Meats. Below is some of our favorite work along the way.  Take a walk down memory lane … enjoy!  

panera ad glory ad
allens ad Retro Ad

                                       

Planks, Pranks and How RMD Ranks


RMD is all about the good mojo and a culture centered on taking care of our clients and taking care of our team. We talk a lot about our clients, but what about the culture dynamic among our team members makes RMD so special?

One thing we do at RMD that sets us apart from the rest, is we believe fully in changing your state. Any time we feel the energy is at a lull, we pick ourselves up and initiate a dance party or a plank. When we call for a plank, the whole team gets up and heads to the center of the office where we get on our elbows and count to 60. Why? Tony Robbins talks about the importance of maintaining your state here.

In order to keep our team members on their toes, we’ve been known to pull a prank or two. As a food agency, we always have food handy. So whether we’re hiding jelly beans in the Digital team’s desk, or wrapping a team member’s desk like a Christmas present for Secret Santa, you’ll be sure to hear some laughter throughout the building.

Our office culture allows for RMDers to get moving, get into a positive headspace and conquer stress with laughter. If this sounds like you, you may have what it takes to be an RMDer.

Inside (And Out) Look At RMD

Fifteen team members strong, we’re tenacious. We think hard for the food brands we serve. We accept nothing but success. We’re relentless when it comes to living up to our promises.  And, we love what we have coined the “challenger” food category.

In short, we serve brands that are challenging the categories they play in. Many of our clients have larger competitors in their competitive set – most with deeper pockets.  We have studied, adapted and improved the way our brands go to market every day, and how they related to their consumers.

With a keen eye on integration and the brand overall, we’ve created a great deal of success for the amazing slate of food clients we represent.  Our clients are category leaders but still bump up against larger mega brands. We are efficient and nimble in our services. It’s what our clients expect, and it’s what we deliver.

Located in Columbus, Ohio, we’re proud of our client list. We serve national food brands that are category leaders … brands that have carved out a strong niche for themselves and prefer to work with a food agency that’s just as committed to their growth as they are. We’re great at documenting tangible results for our clients and have a unique expertise in working with Challenger Food brands.

RMD is proud to document tangible results for a variety of Challenger Food brand clients. This success is often what attracts our blue chip clients to us.  We’ve won local, national and regional awards for our work – in the areas of creative, strategy, public relations and crisis.  National Clarion Awards, Stevie Awards, Addy’s, Gold Quill, AIM Awards from the American Marketing Association and Prism Awards from the PRSA.

Many members of our team have also sat or are sitting on boards of influence, including the American Marketing Association, the Western Michigan University Advertising Department’s Advisory Board, and a host of charitable endeavors, including the Alzheimer’s Association, Communities In Schools, Children’s Hunger Alliance and Wagons Ho Ho Ho.

RMD’s ideas address our clients’ challenges with solutions embodying the words smart, creative, sharp, passionate and problem solving.  We also put a great deal of emphasis on gratitude.

As one of the strongest brand-oriented food advertising agencies, the RMD team works hard to find a better way for clients to relate to their audiences from both emotional and intellectual perspectives.

In short, we make connections … we connect our clients to consumers, channels to end-users, media to experts, and great creative to all of our clients. It is our pleasure to serve our clients with every tool at our disposal – hard-thinking brand strategy, creative traditional and digital advertising, attention-grabbing social media and ROI-driven public relations.

For the Labor of Love and Food

We often get asked about the history of RMD.  Now, for nearly three decades (how time flies!), we’ve been through many, many colorful periods.  Mostly, however, we’re proud of who RMD is today.  It’s because of the labor, smarts and creativity of past and current team members that made us who we are today.

Born in 1992, RMD Advertising is celebrating its 25th year in the agency business.  The agency was started by Sue Reninger, and within two years added the creative expertise of Donn Ditzhazy.  The agency was started out of the belief that there was a better way to manage strategic campaigns and still serve the client in an unprecedented capacity.  In those early days, the core of RMD was born – and today we function more as an extension of the client team (and in many cases as a marketing department) than a traditional agency.

Once upon a time, RMD, like many agencies, focused on a variety of categories:  manufacturing, healthcare, and technology to name a few.  However, once we served on our first true food brand (Panera Bread), we took our own advice, knowing that brands are aided by sacrifice.  We narrowed our focus, and for the past decade or more have worked ONLY with challenger food brands.

Simply put, RMD is an advertising, digital, brand strategy, social media and public relations agency that “gets it.” We drive results from day one. RMD specializes in helping Challenger Food and Beverage brands grow.

 

Artisanal Cucina Antica Meets Artisan Agency

We are proud to introduce a new client to our growing list of challenger food brand partners: Cucina Antica. Together, RMD and Cucina Antica will expand the reach of their delicious, artisanal sauces made with imported Italian San Marzano tomatoes. With no preservatives, no artificial flavors and no added sugar, Cucina Antica encourages healthy ingredients for the home chef. We’re excited to be called on for our strategic counsel for their brand overall.

In our first week on the Cucina Antica team, we were able to earn this delicious brand more than 3 million media impressions. That’s passion. Cucina Antica, based in Dallas, prides itself on providing non-GMO, gluten free cooking sauces for consumers. In addition to its commitment to authentic, homemade flavors, Cucina Antica aims to produce delicious sauces made by family, for families.

“Cucina Antica is changing the culinary world by providing a unique cooking sauce that truly allows the home chef and everyday consumers who desire the flavors of home chef cooking to discover new possibilities.” said Sue Reninger, Managing Partner of RMD Advertising. “This brand has been a Love Brand of ours for many years and we’re excited to share the love with the rest of America.”

25 Years and Counting

When RMD was founded 25 years ago … The cost of a first-class stamp was 29 cents, and a gallon of gas was $1.13. Today, we primarily send emails, and every gas station has turned into a convenience store that sells gourmet coffee. Progress!

As we look back, one thing that hasn’t changed is our Agency Core. What we started out doing those many years ago still holds true today. We help our Challenger Food clients grow their brand. In the frozen, snack, deli and dairy aisles in grocery stores to c-stores and to Fast Casual and QSR’s everywhere. And we love it!

Food is fast, food is fun and food isn’t for everyone. But in this ever-changing world of food, we present consumers with the heart and soul of a brand.

International Food Brand Selects Agency to Launch New Product

News Release: Expresco Foods turns to expert food brand agency team at RMD Advertising for introduction of high-protein snack to U.S and Canadian consumers.

Prosticks and RMD Advertising

RMD Advertising, a fully integrated advertising, public relations and brand strategy agency, focusing exclusively on growing and emerging food brands, announces the addition of Expresco Foods to its list of established clients. Together, RMD and Expresco Foods will launch their new grab ‘n go snack, Prosticks. 3 flavors of ProsticksWith more than 20g of protein, Prosticks encourages healthy lifestyle snacking for those looking for a protein-packed pick-me-up. The new product line will rely on RMD’s strategic counsel through an increased focus on public relations, digital and social media to raise awareness and knowledge about their brand overall.

Expresco prides itself on providing a snack option with a full 20g+ of protein in each pack. In addition to its commitment to quality food, Prosticks strives to provide convenience to consumers on the go by launching their three flavors: Chipotle, Sweet Sriracha and Mediterranean.

“Prosticks are changing the world of snacking by including a convenient, nutritious product in the deli of major grocers.” said Sue Reninger, Managing Partner of RMD Advertising. “We are thrilled for the addition of this forward-thinking client and excited to work with their passionate team to continue to fuel their growth.”

Food Holidays … it’s the American Way

Being in the food business, food holidays take on a whole different meaning. Before working at one of the country’s top Challenger Food Brand agencies … food holidays were just FUN! Now, it’s part of daily life at RMD Advertising and a component to our clients’ success.

For example, National Ice Cream Month is one of the biggest holiday of the year for Graeter’s Ice Cream. We take pride in a well thought out plan that includes TV and radio promotion, trade and consumer print, influencer reviews, PPC and social media. We know that with multiple messages to multiple audiences increases the chances of greater success for our client. And success equals more brand lovers and of course greater sales.

The next time you hear about an interesting or delicious food holiday, know that there’s likely a PR team behind the scenes fighting hard for that Challenger Brand‘s share of awareness working its magic for food clients. Showing everyone why fun food holidays are a good time to celebrate not only our country’s love affair with food.

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