Category: <span>Blog</span>

The Art & Science Of Appetite Appeal

Jamie Allebach Chief Executive & Creative Officer

Have you ever noticed when you see a thick, juicy steak sizzling in a butter-soaked pan with fresh herbs, you find yourself craving LongHorn or Outback Steakhouse for dinner? Or when a halftime ad shows a crisp amber spout of beer being poured into a chilled pint glass, you’re grabbing a tall, cold one from the fridge before the second half kicks off? Consumers can fight off those mouthwatering urges once or twice, but, eventually, you will give in to that appetite appeal.
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Is DADvertising in Your Targeting Model?

Jamie Allebach Chief Executive & Creative Officer

It’s 2024. If your food brand is still targeting women as their sole primary buyers, it may be time to get with the Bro-gram.

Statista recently published a report stating that 50% of men consider themselves to be the primary household grocery shopper. Other studies have that number as high as 60%. According to FMI’s Grocery Shopper Trends report, male shoppers take more frequent trips to the grocery store, they typically outspend females by $22 per week, and they tend to purchase more on impulse.

Driving Store Velocity

Jamie Allebach Chief Executive & Creative Officer

“Our brand is really growing—we recently gained distribution in 1,000+ new retail outlets, and we’re getting more and more distribution by the day.”

I’ve heard this scenario a thousand times—and it doesn’t always turn out as well as you may think. Is new distribution a good thing? Of course. But it can also be the beginning of the end for a brand. I’ve seen it happen many times over the years, so much so that we’ve even coined a phrase for this particular phenomenon: Death by Distribution.

Reimagining Modern Marketing with Machine Learning

Ashlyn Allebach-Bergey Account Executive

Digital marketing strategy has always been a moving target. Great strategies from a year ago might fall flat in today’s ad landscape. Innovation is the name of the game. New platforms, trends, and tools are constantly changing the way we approach the brand-consumer relationship. Savvy marketers and forward-thinking agencies are harnessing these new tools and turning them into big wins for their clients.

AI is Taking Shopper Marketing To the Next Level

Rick Wiener Media Director

Two of the hottest topics in food marketing are Shopper Marketing apps and the emergence of Artificial Intelligence. The conversation really gets interesting when these two topics collide, and we start to understand how AI can supercharge these apps to the benefit of the consumer, the supplier, and the platform.

3 Food Brands Living the D2C Dream

Bob Hunsberger Associate Creative Director

In an era when social platforms have their own in-app shopping functions and affordable skynet-tier algorithms to target the masses, the direct-to-consumer model (D2C) is having a bonafide moment. More and more brands are prioritizing a robust ecommerce strategy, and much to the chagrin of the middleman wholesalers and retailers, it’s working.

3 AAPI-Owned Brands To Follow

Aksa Asgher Digital Advertising Manager
Allebach Communications

May is AAPI Heritage Month—a celebration of Asians and Pacific Islanders in the United States. With the month winding down, we want to spotlight some of our favorite AAPI-owned food brands. As a member of the AAPI community who works in digital advertising, I’m always searching for thought leaders and brands that find unique ways to incorporate their culture and share it with others. Here are three small business food brands doing just that!

How To Develop A Brand Persona

Nathan Allebach Creative Director
The Steak-umm Twitter Guy
Adweek Top 100 Creative

Who are you? Who are your consumers? What’s your history? Your product? Your values? Your distinction? Identity is the bedrock of any brand. It’s marketing 101, baby. Netflix. Apple. Nike. The most iconic brands know who they are. They know their workers and customers alike. They own a unique aesthetic and sell more than just a good or service—they sell a lifestyle to aspire toward. Capturing that essence is rare for a range of reasons. A common one is that many companies have a disjointed idea of who they are. The CEO might see the brand differently from the sales team, who may see it differently from customer service. The identity has to be unified from within through policies, practices, and messaging—it’s who a company hires, how they treat their workers, what their offices look like, and how they give back. Brands often hire consultants or agencies to help guide this process that culminates in a unified front.