Refrigerator Marketing: the True Art of Cold

True-PreviewAs the Food Marketing Agency, we’ve worked with a lot of perishable products: milk, cookies, and sandwiches, to name a few, along with the colors and ingredients that go into them. But what we’d never marketed was the one thing many of those products can’t live without: the refrigerator.

Over the last few months, we’ve worked alongside True, a world-class leader in refrigeration for more than 65 years. For decades, they’ve been keeping kitchens cold in restaurants, groceries, and hotels, and in 2008, True refined its commercial refrigeration for the home, introducing the True Professional Series to the market.

Since then, True has displayed its gorgeous undercounter refrigerators at trade shows and through select dealers across the country, but they hadn’t gotten the visibility online that their brand deserved, so we partnered with them to create a website that shows off True Residential refrigerators to the world.

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From concept to copy to design to flipping the “on” switch, we worked at every step to tell the True story. We helped develop the brand’s tone and visual identity to communicate the premium, handcrafted quality of their refrigerators; we created content that will prove valuable to each of True’s audiences: consumers, dealers, architects, and designers; we organized thousands of pieces of information, including 3D files for specifier access; and we ensured that the website will make Google happy and get True the visibility it deserves.KDP_functional_zone_image2

In the process of creating all this great content, we studied the art of cold. We learned temperature fluctuation, produce preservation, kitchen zones, wine storage, and keg towers (admittedly, we sorta knew about kegs before, but mostly the benefits, not the features). We thoroughly enjoyed this project. But as much as we enjoyed learning all things refrigerator (and refrigerator marketing), we’re most satisfied by the prospect of True, a quality company with a legitimately amazing product, getting the attention it deserves.

That’s what we do for our partners and their products and services. If your brand needs attention, we hope you’ll call or email us today so we can get a conversation started.