Best Practices

Engage Customers by Presenting Products in Their Brand

The Challenge:

To engage customers during technical ingredient presentations by going beyond the specs of the ingredient and presenting the value it will bring to the customer's brand and products.

The Best Practice:

Present applications in the customer's brand.
Engage your customers by helping them visualize your ingredients in their brand. A great way to reach out to customer executives beyond purchasing—especially those in the marketing department—is by showcasing how your ingredient can be incorporated into a specific application.

Our Recommendation in Action:

To help ConAgra Mills^® present its Ultragrain^® flour to Panera Bread^®, Anderson Partners designed in-store promotional materials that showcased the new ingredient in the Panera brand. The materials included tray liners, punch cards and table tents promoting a new sandwich line—PB&J, targeted at kids. This helped engage the customer by demonstrating to them how Ultragrain could function in an application as well as how it could be promoted by Panera.

Our Approach to Best Practices:

Anderson Partners routinely highlights opportunities for our clients by researching, developing and analyzing best practices. Each year, we review food ingredient marketing communications industry-wide—trade pub articles, online activity, national trends, trade shows, published and syndicated research reports, and more—to uncover industry best practices.