- Newman’s Own Selects Deutsch’s New York Office as First Agency of Record (9/20/2018)
Newman’s Own, the charitable Westport, Connecticut-based brand founded by actor Paul Newman and writer A.E. Hotchner with Newman’s family salad dressing recipe, has selected Deutsch as its agency of record following a review.
Deutsch will service the account out of its New York office, tasked with handling marketing strategy, positioning, media buying and planning, social media and creative for both traditional and digital outlets.
It would appear that the IPG shop is the brand’s first AOR, though Newman’s has run print ads and recently worked on a rebrand aimed at the young folks. It also ran a campaign promoting its frozen pizza line in 2010.
“Newman’s Own delivers what consumers are looking for today: quality ingredients, great-tasting products, and a brand with a soul and values that guide them,” Val DiFebo, CEO of Deutsch’s New York office, said in a statement. “Working with Newman’s Own is a great opportunity not just to work with some of the nicest, most passionate people, but to drive sales for a brand 100% committed to channeling 100% of profits to those in need. That means the world to us.”
Since its founding, Newman’s Own has expanded from salad dressings to an assortment of other products, including popcorn, pasta sauces, salsa, pet food and lemonade. To date, the company has donated over $520 million to various charities.
Newman’s Own spent only $53,000 on measured marketing in the U.S. last year, according to Kantar Media. In past years, however, it has spent several million—and these numbers will inevitably see a boost with the selection of Deutsch.
The agency’s first work for the brand is expected some time later this year or in early 2019.
- Reddit goes off on shady Yelp practices! (9/15/2018)
Redditors responded to a Saturday afternoon post under the sub, “You Should Know,” a subreddit that posts tips that strike readers as interesting & essential to living well.
A Redditor by the name ProtegeHype, posted the statement below & the rest is slowly becoming history…garnering 42,000 views in 4 hours.
- Jarlsberg Cheese Bringing A Pop-Up Store To NYC (9/12/2018)
Jarlsberg Cheese is debuting its first-ever Jarlsberg pop-up store at Swedish candy store, Sockerbit, located in the West Village, New York, bringing another Nordic specialty to the city.
Jarlsberg’s roots go back to 1956, when the original recipe was developed in Norway, producing a nutty, mild cheese. As one of Norway’s most recognized global brands, Jarlsberg connected with Sockerbit’s Scandinavian style, for a ‘Sweet & Swedish’ meets ‘Nutty & Norwegian’ to connect their respective roots. With high-end cheese wares provided by Boska Holland, this Nordic trio has come together to create a memorable retail experience.
The pop-up is open from September 22 through October 7 (89 W. Christopher St.) and guests are invited to enjoy samples and pairing advice at the Tasting Table, for inspiration on creating the best cheeseboard ever.
The Tasting Table features Jarlsberg cheese plate inspiration by Marissa Mullen (aka That Cheese Plate), Brooklyn based food blogger and stylist, who will be on site September 29. Also, celebrity Chef George Duran will visit and share his favorite Jarlsberg pairings and provide personalized tips. Guests are urged to post to social media using #JarlsbergNYC and get a ‘Sweet & Swedish’ treat.
Jarlsberg turned to New York City-based Lionesque Group to bring this experience to life.
- Bacardi uses insights to develop media hub (9/11/2018)
As traditional titles scale back and resources get pumped into digital channels, journalists and publishers face enormous pressures to adapt to this 24/7 news economy. Bacardi Limited (BL) is well known for creating news and content that media and influencers find newsworthy enough to engage with and share.
In 2012, TVC worked with BL to create separate, online media centers for three of its most iconic brands: BACARDÍ, GREY GOOSE and MARTINI. The English-only media centers generated a significant level of engagement, accumulating 17,000+ users who registered for regular news and updates from the brands.
By 2017, it was time to take it to the next level and create the most advanced online media centre in the drinks industry – one that would feed journalists and influencers news and content anytime, anywhere, and could be used across any platform or channel. We aimed to design and build an innovative next generation multi-brand, multi-language, digital platform to address these issues.
- To develop a ‘one-stop-shop’ for journalists, influencers and online curators to search and find Bacardi brand content 24/7, wherever they are in the world, when they need it;
- Centralize BL content and stories for campaigns across five core brands in order to drive awareness of BL’s iconic portfolio;
- Increase users to the site by 35%.
- At least 1,000 downloads during the six-month soft launch period;
- At least 500 asset uploads.
Read the entire strategy brief at The Drum: https://www.thedrum.com/news/2018/09/07/bacardi-creating-the-online-media-centre-iconic-brand-portfolio
- Wendy’s social media strategy uses sass to create an identifiable brand (9/11/2018)
It’s Hip to Be Square: Why Your Brand Needs a Voice.
Wendy’s iconic Twitter presence took off when 17-year-old Carter Wilkerson asked how many retweets he needed for a year’s supply of nuggets and the Ohio-based chain responded, “18 million.” This off-handed, casual reply was part of Wendy’s core values as a witty chain that takes food seriously, but not themselves.
Part of establishing this distinct voice is Wendy’s scale of sassiness. By establishing their voice as quick-witted and bold, Wendy’s is able to set their brand up for recognition and foreground their commitment to genuine conversation. Though every tweet might not be destined for viral greatness, Wendy’s engagement certainly leads to more interaction.
“At Wendy’s, we encourage talking with our followers just like we talk with our friends – we aim to make it a fun conversation on the consumers’ terms,” said Meredith Ulmer, Wendy’s social media manager. “With real-time social engagements, we’re able to bring our brand voice to life more than ever before.”
Revitalizing your social media strategy can be as simple as taking a page out of Wendy’s playbook. By foregrounding the importance of one-on-one interaction, you have the chance to consistently speak with your brand’s voice, which makes your company recognizable and relatable across channels.
Read more at Content Connection: https://contentconnection.prsa.org/resources/articles/its-hip-to-be-square-why-your-brand-needs-a-voice