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Help food brands grow

Our goal. Our passion. Our mission.

Allebach Communications is a team of seasoned marketers who are also foodies, chefs, bakers, grill masters, gardeners, health nuts, and compulsive grocery shoppersā€”obsessed with FOOD!

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Marketing Strategy

Marketing Strategy

01

Marketing
Audit

Marketing Audit

Current Strategy:

Identify key concerns to be addressed

Research:

Industry and current market data

Consumer/Employee Insights:

Assess hurdles and opportunities

Implementation:

What? Where? Why?

KPIs:

How is success currently defined, monitored, measured?

02

Strategic
Development

Strategic Development

Goals:

Growth, budget, timeline

Objectives:

Sales, Marketing, Advertising

Process:

Identify approach and actions needed to develop a marketing plan

Markets:

Utilize data to determine market strategy and segmentation

Targets:

Segmentation based on geo, demo and behavioral attributes

Media:

Identification and selection of media based on objectives

Forecast:

Project strategy based on known factors and data

03

Creative
Application

Creative Application

Positioning:

Distinction from competitors and placement in market

Messaging:

Visual, verbal and emotional attributes

Execution:

Align creative with market, target, and media strategy

Validation:

Use consumer testing to confirm communication success

Activation:

Alignment with marketing plan

04

Performance
Analysis

Performance Analysis

Timing:

Identify key check-in and reporting times

Analytics:

Utilize sales and media results to rate campaign performance

Optimization:

Monitor and adjust campaign to maximize effectiveness and efficiency

Calibrate:

Update campaign based on results

Reporting:

Provide full wrap-up on campaign results

Marketing Strategy

Digital Marketing

Path to Purchase

01

Awareness

Awareness

Drive awareness among a targeted group of consumers.

02

Engagement

Engagement

Consumers who have engaged with media: likes, comments, shares, views, or active searches.

03

Intent

Intent

Consumers who have showed interest, beyond basic engagement: intent to purchase or learn more about brand.

04

Conversion

Conversion

Conversion to owned assets, coupon redemption, or direct sales.

Brand Process

Brand Process

Over the past 30 years, Allebach has developed and evolved many food & beverage brands. Our process allows us to create strong, cohesive, unique brands that differentiate themselves in the CPG world.

01

Explore

Explore

Brand Audit
Research
Brand Funnel

02

Create

Create

Positioning
Story
Messaging
Voice
Identity

03

Validate

Validate

Consumer Research
Quantitative
Qualitative

04

Amplify

Amplify

Go-to-Market Strategy
Advertising Execution

Creative Approach

Creative Approach

We have developed a creative brand-building process, unique to food and beverage brands, where Appetite Appeal and Lifestyle are at the epicenter of our creative approach.

Appetite Appeal

Apetite Appeal

Appetite appeal has two fundamental driving sources: Science and Art.

The Science

  • Metabolic need to eat
  • The senses that create our cravings and desire for food
  • The brain's reward system

The Art

  • We eat with our eyes, ears, and imagination long before we taste
  • Mimic the experience of real life
  • Emotion and senses
  • Visual art and Word art

Lifestyle

Lifestyle

Understanding the lifestyle and behavior of your brand's consumers:

  • Who they are
  • What they like, think, do, and believe
  • Where they go
  • When and Why they do certain things
  • How they act, live, respond, and shop for groceries
Packaging Capabilities

Packaging Capabilities

We have a creative team of food and beverage packaging experts to help CPG companies refresh, ignite, and optimize their brand through effective packaging.

Checklist

Complete understanding of latest print production and best practices

Management

Management of entire creative process

Camera

High appetite appeal photography

FDA

FDA and USDA food packaging label expertise

PR Capabilities

Public Relations Capabilities

PR Capabilities

There is a strong crossover these days between social, digital, and PR. Our philosophy on public relations is that an effective plan needs to be integrated and work in tandem with your overall marketing plan.

True PR will effectively and proactively manage the flow of information between your organization and your consumers, clients, employees, customers, and the general public. We facilitate and manage the media, not allowing the media to manage your organization. Public relations initiatives focus on exposure in credible third-party outlets, offering a third-party legitimacy.

Media Planning

Media Planning

We live in a media saturated environment which gives us great access to consumers, but also creates the necessity to utilize an integrated, multi-touch advertising strategy that reaches consumers where they are.

Media Analysis

Media
Analysis

Media Planning

Media
Planning

Media Buying

Media
Buying

Media Research

Media
Research

Innovation Process

Innovation Process

Allebach has been helping companies develop innovative food products for over 20 years. It's our belief that insights and trends reveal the consumer's needs, wants, and preferences that are at the heart of innovation. Over the years, our partnerships with many CPG brands have helped us develop and refine our systematic approach to ensure that we are meeting the hurdles and opportunities that brands face from new product discovery to launching market-ready products.

01

Discovery/
Ideation

Discovery/ideation

Creative work sessions for new product discovery and ideation.

02

Concept Development

Concept Development

Top ideas are developed into working ideas - names, basic descriptions, and photography.

03

Consumer Concept Test

Consumer concept test

Online testing to see which ideas resonate the most with consumers.

04

Product Development

Product development

Product formulations, flavor profiles, ingredients, packaging options, and other aspects of development.

05

Consumer Research

Consumer research

Consumer sensory testing, usage, price elasticity, and other consumer insights are key fectors at this stage of innovation.

06

Market-Ready Product

Market ready product

Ready for launch.

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