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“I pledge to be faithful to your brand…” said no consumer ever.

You hear a lot these days about how consumers are no longer loyal when it comes to CPG food and beverage brands; that they quickly trade-off for private label or newer, emerging brands. And this is quite true. But I’d like to suggest that “brand loyalty” is largely a myth fabricated by overzealous marketers. One of the many snake oil sales tactics in this business.

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Is Your Food Brand Functioning?

Functional foods. We’ve all heard the term. We know that in the past functional foods were considered to be foods that had a potentially positive effect on health beyond their basic nutritional value. For instance, oatmeal contains soluble fiber that can help lower cholesterol. Or salmon is an excellent functional food because the omega-3 fatty acids can reportedly decrease the risk of heart disease.

But today, functional foods mean so much more to both consumers and brands.

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Digital Advertising Manager

Position Summary

Allebach Communications is a full-service advertising agency specializing in the food and beverage industry. This position will play an active role in an integrated account team and is responsible for the development, management and execution of digital and social media strategies and campaigns for regional and national clients. The position will operate collaboratively with the account and creative teams, and interface regularly with clients.

Responsibilities

Your role will incorporate the following key responsibilities:

  • Execute and oversee research, development, presentation and execution of sophisticated media plans and buys consisting of multiple digital channels (display, online video, search, social, mobile) supporting campaign objectives and strategies
  • Execute and oversee the development and execution of these integrated plans based on collaboration with the account team based on client objectives and established KPI’s
  • You will have client-facing opportunities and serve the account team in the day-to-day digital and social activities for our clients
  • Execute and oversee the analysis and evaluation of digital and social media opportunities, establishing KPIs and metrics, analyzing and preparing monthly and quarterly reports, managing digital budgets, and be responsible for the digital billing process
  • Execute and oversee the development of thought leadership and advisory for the digital advertising department to inform and educate the agency team and clients we serve about current and potential trends, alternate media types or executions, consumer behavior with digital media etc. Develop and present twice a year to the account and/or creative team on digital media trends.

To apply for this position, please email an updated resumé to nsinn@allebach.com.

Account Executive

As Account Executive, your responsibilities will include overall account management for clients, including brand management and implementation of creative, strategic and tactical marketing plans. You will be responsible to provide intellectual and creative problem-solving marketing, presenting, selling, and defending agency strategy and creative.

Duties:

  • Manage workflow on behalf of agency and client
  • Provide brand strategy to clients
  • Manage schedules, deadlines, and budgets
  • Client meetings and presentations
  • Meet daily with agency personnel
  • Write proposals
  • Develop client briefings
  • Daily input on agency creative as it pertains to clients
  • Actively seek additional projects/new business from client contacts

To apply for this position, please email an updated resumé to nsinn@allebach.com.

Digital Advertising Specialist

This position will play an active role in an integrated account team and is responsible for the development, management and execution of digital and social media strategies and campaigns for regional and national clients. The position will operate collaboratively with the account and creative teams, and interface regularly with clients.

Our ideal candidate has 2-5 years of experience and is self-driven, highly motivated, excited to be a thought leader in the agency and meet the challenges of being part of an ever-changing media world. They are proactive, and excited to seek out new and better ways to get things done. Candidates must also be strong in their understanding and ability to evaluate and translate digital concepts into understandable insights and be comfortable communicating these to clients.

To apply for this position, please email an updated resumé to nsinn@allebach.com.

Clean Up Your Act

When I was a teenager, my dad would say, son “clean up your act.” Basically, he was telling me to get the crap out of my life that was dragging me down. And, today, for food brands, I would say the same thing…you need to “clean up your act.”

The bottom line is that we live in a new era of food. Consumers simply expect more from the food brands they buy. The bar is higher than it was 10-15 years ago. Even “clean label” has been taken to an entirely new level; real ingredients, nutrition, functional benefits, claims, certifications, sustainability, and on and on.

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How Full is Your New Product Pipeline?

Are you currently launching innovative, new products for your food or beverage brand? Do you have ideas in the pipeline for the next 6 months? The next year or two or three?

New product innovation is key to the success of every brand. If you’re simply relying on your current product offering for the future of your brand—then you don’t have a sustainable growth model.

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Sustaining Your Food Brand’s Growth

Many CPG food brands are continuing to see record sales growth. However, there are many questions that accompany this growth…How long will this growth continue? When will this spike start trending down? Should we increase capacity? How can we reach and retain the new households that have purchased our brand—some for the first time? Will we see sustained growth? If so, what will it be…2%, 5%, 10% or more?

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Am I “Reaching” The Right Consumers?

“Consumers are currently purchasing my brand 5 times. If I could increase their buy rate to 6, I could grow sales by…” I’ve heard this theory/thought-process a thousand times. And the fact of the matter is—it doesn’t work. If your goal is to grow your brand, this strategy will never get you there.
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