Leadership in one food industry segment does not guarantee success in another. So, when B2B food ingredient manufacturer IDF™ (International Dehydrated Foods) – the leader in chicken broth, fat, and meat powder ingredients – sought to break into the highly competitive protein ingredient market, they partnered with MarketPlace to ensure that their first impression would be highly strategic, as well.

FROM GOOD FLAVOR TO GOOD-FOR-YOU

IDF had long been known for – and built its success upon – the quality and flavor of its broths. As the company diversified its offerings to include functionally focused ingredients like its neutral flavor, high-protein chicken powder, IDF needed to revise its position and redirect its brand to appeal to the health and wellness market while shoring up its existing foothold as the premier provider of broths, fats, and meat powders.

Our process for updating the IDF brand strategy began with ideation and research. Through a situation analysis – in which we analyzed the existing brand, environment, competition, and opportunities – we gained specific insight and identified key takeaways that informed a new brand strategy and tactical implementation.

Brand Strategy

MARKETING STRATEGY

Marketing strategy informed by brand audit, industry analysis, and customer insight

Brand Development

BRAND DEVELOPMENT

Architecture, positioning, messaging, and visual identity

Print and Outdoor Advertising

PRODUCT LAUNCH CAMPAIGN

Product launch strategy and print and digital creative

Media Planning

MEDIA PLANNING

Development of media plan and placement and delivery of materials

PR and promotions

PRESS RELEASES

Creation of press releases and distribution to industry media network

Content Creation

CONTENT CREATION

Concept and creation of original content for print and digital materials

Trade Show Development

TRADE SHOW

Design and development of trade show booth graphics and collateral

Website Development

MICROSITE DEVELOPMENT

Trade show-specific site architecture, design, development, and implementation

Print Advertising and Digital Advertising

PRINT & DIGITAL ADVERTISING

Design, creation, and delivery of print and digital advertisements

Account Services

PRESENTATIONS

Brand positioning, messaging, and strategy presentations and training

Custom Photography

PHOTOGRAPHY

In-house photography of food ingredients and applications

Sales Tools and POS

TRANSPARENCY STRATEGY

Strategy for a transparency campaign informed by consumer and industry research



IF IT LOOKS LIKE A CHICKEN

By introducing striking chicken imagery, we helped IDF break through the clutter in a market oversaturated with stock photography of food applications. We said “real food ingredients” by owning the very real source of IDF ingredients, using the beauty of chicken to help communicate our message about the quality of IDF ingredients.

TECHNICALLY SPEAKING

Introducing a new protein ingredient meant we needed to reach the people who would be formulating with the ingredient: the R&D audience. We spoke the language of the food industry in a bold and flavorful way that got the attention of the technical audience – and the media – and gave IDF a memorable protein position.

OWNING TRANSPARENCY

Informed by industry and consumer surveys and research, we developed a transparency strategy and tactical recommendations for communicating the IDF story. With consumer and industry insights, we applied this strategy to website content that tells the story of IDF, its ingredients, its processes, and its commitment to social responsibility.

BRAND DEVELOPMENT

As the updated brand position took hold and the strategy was applied across the brand, we’ve developed multipurpose assets that continue to carry the brand strategy and position forward in marketing, advertising, and sales materials. With custom image and content assets, we’ve built a foundation for ongoing brand application.

• Ingredient and application photography
• Board meeting presentation assets
• Media planning and press engagement
• Sales training on brand positioning and messaging
• Website strategy and content



REAL SUCCESS

A comprehensive approach to the repositioning of IDF as a quality protein supplier and leader in real food ingredients resulted in IDF engaging new leads, receiving coverage by industry media, and asserting its new position in the health and wellness segment.

The new strategy was so effective that, in addition to the successful launch of its protein ingredient, the demand for IDF’s broth, fat, and meat powder ingredients also experienced significant growth.

Have questions about our work with IDF? Want to know more about the results? Give us a call today—we’d love to talk.

Services

  • Ideation Session and Brand Audit
  • Industry/Category Analysis
  • Market Research
  • Brand and Marketing Strategy
  • Content Design and Development
  • Media Planning
  • Print and Digital Advertising
  • Trade Show Strategy and Design
  • Microsite Development
  • Website Content
  • Transparency Strategy
  • Food Photography

It’s one thing to read about brand strategy and creative, but it’s another to experience it in its proper context.

For those in the food industry, we hope you’ll keep an eye out for the iconic IDF chickens in B2B food industry publications and at trade shows.