To differentiate unique ingredients with premium value from other commodity products.
Create trade brand names for premium products.
When you've created a premium product that's head and shoulders above the rest, you want to make sure it's perceived as such. To ensure the acknowledgement it merits, give it a trade brand name. Most ingredient products have generic or technical names. Trade brand names function like consumer brand names—providing an identity and offering premium postioning.
When ConAgra Mills® was ready to introduce a new product that offered the taste, texture and appearance of white flour with the nutritional benefit of whole grain, Anderson Partners saw the opportunity to position it as a branded product—a strategy to achieve a premium price.
We created the trade brand name Ultragrain®, along with a logo and graphic identity that gave the product a distinct look, feel and personality that would help set it apart. We then used that identity consistently in all campaign elements—including trade ads, sample packs and a microsite that communicated Ultragrain's benefits—resulting in prospects becoming more receptive to ConAgra Mills' sales calls.
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.