Rising consumer skepticism requires proof for claims
Service: Packaging Design
Press Release: MarketPlace Anticipates the Future of Food at Natural Products Expo West
The leading strategy and branding firm focused on nutrition and wellness brands is exhibiting at this year’s Natural Products Expo West show in Anaheim, which serves as the impetus for some of the year’s biggest food and beverage launches. Continue reading <span class="meta-nav">→</span>
Food Full Circle Podcast: Research + Actionable Insights
Food Full Circle, presented by MarketPlace, explores the cyclical way in which the food industry is transformed by consumer demand and through products that are increasingly healthy, sustainable, accessible, and delightful. It unpacks how nutrition industry executives can cultivate meaningful and successful brand experiences—the bridges that connect innovation to consumers and, ultimately, complete this circle… Continue reading <span class="meta-nav">→</span>
Food Full Circle Podcast: Brand Archetypes
Food Full Circle, presented by MarketPlace, explores the cyclical way in which the food industry is transformed by consumer demand and through products that are increasingly healthy, sustainable, accessible, and delightful. Finally, it unpacks how nutrition industry execs can cultivate meaningful and successful brand experiences—the bridges that connect innovation to consumer and, ultimately, complete this… Continue reading <span class="meta-nav">→</span>
Should I Build an In-house Agency?
These days, marketing requires brands to be highly responsive and integrated in their approach, able to generate the perfect social post at the perfect time or to push updates to their software on a daily and hourly basis. This challenge, among other factors, has driven an increasing number of consumer brands to shift to an… Continue reading <span class="meta-nav">→</span>
Brand Complements for Animal Supplements
Over the last few months, we’ve worked alongside a successful B2B brand with over 45 years of experience in trace mineral animal supplements to launch its first consumer brand: TruCare Trace Mineral Supplements. We’ve thoroughly enjoyed working through the brand development process with them, beginning with brand discovery and market research, which led to positioning and concepting… Continue reading <span class="meta-nav">→</span>
When is it time to redo packaging?
Why repackage your products? Surveys say that 70% of consumers make their buying decisions at the shelf* and that 68% of purchases are impulse-driven**. These packaging preferences are based on many factors, and in this economy, price is usually close to the top of the list, but not always. I’ve found myself buying a product… Continue reading <span class="meta-nav">→</span>
Best Pet Marketing Agencies
Who is the best pet marketing agency? Chances are good that you’re reading this because you searched for “best pet marketing agencies” or something close to it (“pet industry marketing,” e.g.). That would make perfect sense. Though your situation is personal and specific, it’s much easier to start big and narrow from there. This is… Continue reading <span class="meta-nav">→</span>
Pet Food Brand Development: Dog + Duck (Commander)
After a lot of hard work, we’re proud to announce (and show off a bit of) our partnership with a Midwestern pet food manufacturer and, a bit farther south, Duck Commander. We’ve worked on this dog food (and treats!) project from its infancy, and while there’s still more work to be done, here’s an overview… Continue reading <span class="meta-nav">→</span>
2017: the Year of Unbranding?
The Guardian reports that the large UK bookstore chain Waterstones has opened three small branches without the chain’s branding. The three stores are individually named—Southwold Books, Harpenden Books, and The Rye Bookshop—located in small towns that previously lacked a bookstore, and have a smaller footprint than the typical branded store. Waterstones managing director told The… Continue reading <span class="meta-nav">→</span>
On Brand Gestalt: Making a Brand More than Human
I’m a nerd. I grew up with a Nintendo controller in my hands; I’ll stay up until the small hours to catch Vincent Price or Hammer Films horror marathons; and my personal geography is dotted with mountains of unread books—on topics ranging from 17th century Dutch painting to the history of punctuation. I’m especially a… Continue reading <span class="meta-nav">→</span>
Nutrition + Convenience + Coziness = Huga
We’re excited and proud to announce the launch of Hůga. Several months ago, we partnered with (the now-named) Hůga Foods to develop their brand. After an initial conversation about family recipes and gluten-free nutrition, we got to work on the following: • Market assessment• Brand positioning strategy• Brand narrative• Brand name• Product naming• Logo• Wrapper… Continue reading <span class="meta-nav">→</span>
3 Ways the New Nutrition Label Will Change Food Marketing
With the support of the Obama White House, the FDA has proposed changes to the nutritional panel on food labels. The update will be the first to nutrition labeling since such labels were first required more than 20 years ago. The change comes as one of many new regulations designed to give consumers more education… Continue reading <span class="meta-nav">→</span>
“Natural” and “Super Premium”: Valuable Pet Food Claims?
Cast your eye down the pet food aisle at your local grocery store, or wander through the relevent section of a nearby pet store, and two label claims will stand out: “natural” and “super premium.” Pet foods from all brands—and at all price points—will lay claim to those designations, and since neither of those claims… Continue reading <span class="meta-nav">→</span>
The Trouble with Marketing Natural Foods
It’s widely recognized that consumers are seeking more “green” options, from organic produce to low-footprint proteins. Retailers are stocking more of these products, making the sector one of the fastest-growing areas of the food business for farmers, distributors, and retailers alike. It’s a good time to be selling anything perceived to be green, and companies… Continue reading <span class="meta-nav">→</span>