How do you rebrand a beloved pantry staple that holds over 100 years of nostalgia? By first answering the question: what is the problem you intend to solve? Followed by, is a rebrand strategy the most achievable way to solve it? Outcomes For national pasta brand Ronzoni, MarketPlace shaped a new brand strategy, identity, packaging… Continue reading <span class="meta-nav">→</span>
The Situation In the nutraceutical industry, you’ll find an unending stream of innovation. Waves aren’t made easily. Yet, that’s exactly what Brightseed sought to do. As a steward of the natural world, the company uses its proprietary AI platform Forager® to find bioactive compounds in plants that could support human health. Brightseed then uses these… Continue reading <span class="meta-nav">→</span>
The Situation Many predict that the future of food lies in plant-based ingredients, but those ingredients do not come without their challenges—modern consumers also have high expectations for taste, functionality, sustainability, and nutrition. Enter AB InBev, the parent of some of the most recognizable consumer brands in the world. AB InBev saw a chance to… Continue reading <span class="meta-nav">→</span>
The Situation The 100-year-old-and-counting brand, Ronzoni Pasta, needed to distinguish itself — an everyday adventure in food product marketing. We narrowed down one of the brand’s key benefits: more shapes and styles to meet every consumer need. The only problem? Consumers were buying the same product on repeat. With over 30 shapes on the shelves,… Continue reading <span class="meta-nav">→</span>
Informally, our partnership kicked off with a meeting at Global Pet Expo, where we shared our experiences in the pet industry and talked manufacturing innovation and marketing trends. We did most of this, as one does, while walking miles around the showroom floor, occasionally stopping to point out and discuss booths and brands that interested… Continue reading <span class="meta-nav">→</span>
The consumer pet space is booming. From our earlier years helping take FURminator from a niche brand to a household name through year after year of walking the oddly cushioned floors of Global Pet Expo and SuperZoo, we’ve witnessed, branded, and consulted through a lot of pet industry growth, especially in dental pet care. It’s… Continue reading <span class="meta-nav">→</span>
True Residential (consumer) is a division of True Manufacturing (foodservice), the global leader in commercial refrigeration. True Residential benefits greatly from the heritage of its parent company on the manufacturing end but not much on the brand equity side, at least not with the audience segments mentioned above. For all intents and purposes, when we… Continue reading <span class="meta-nav">→</span>
If you’re in the food industry, you know Bunge North America. If not, you’ve likely at least enjoyed a food, beverage, or supplement that included Bunge’s sustainable, plant-based specialty oils or milled grains. In consumer packaged goods and in foodservice establishments worldwide, Bunge ingredients add value to the food supply. In our early work together,… Continue reading <span class="meta-nav">→</span>
Brand Positioning Strategy We’d worked with FURminator for about six months—B2B pet industry marketing, sales collateral, and a consumer print campaign—when they told us that they wanted to move FURminator from its position as a steady, specialty brand to a household name. As brand strategists, we were eager to take on the challenge of such… Continue reading <span class="meta-nav">→</span>
Product Launch Strategy TropiClean was preparing to launch a new pet oral care product, Fresh Breath Drops, with a unique squeeze bottle format providing previously unseen convenience. Oral care for pets is very important but often quite inconvenient for pet owners, so TropiClean believed they had a strong offering and wanted to ensure a successful… Continue reading <span class="meta-nav">→</span>