Foodmix Marketing Communications
“Create Brand Love”
The world of food is changing. We are undergoing a Food Renaissance. We look at food differently, no longer as sustenance, but as off-shoots of our personalities. When Foodmix’s CEO wanted to rebrand his foodservice advertising agency to appeal to food companies who are dealing with a changing landscape, I was his top choice to find a solution.
I began to notice the power of the brand ambassador. Consumers crave food brands with authentic stories, that align with their ideals. Once a consumer is hooked, they become the most important tool in an advertiser’s tool belt. They will do anything to get that brand, and keep it as part of their lives.
So instead of creating brand loyalty, we decided to focus around the phrase “Brand Love”. We developed a campaign to explain Brand Love in the simplest, most universal terms that everyone can relate to. Brand Love is irrational, silly, emotional, yet powerful. So let’s have fun acknowledging that people will do anything for a brand they love. And most importantly, show how Foodmix is an expert in creating Brand Love.
I co-concepted the strategy behind this campaign and developed the look and feel to be clean, with a powerful statement about Brand Love and an eye-popping and intriguing image to capture attention.
AD: Hannah Kennedy
CW: Tim O'Brien
Brand Love - Launch Materials
Brand Love - Social
We explore all the issues our clients are facing in their love lives/relationships with consumers, and we help give them that irresistible attraction only Brand Love can give. We started a social campaign that compares their market challenges to dating challenges, and show them that Foodmix can help you woo your consumers into a lifelong relationship.
