Foodservice B2B Marketing Strategy: The Challenger Brand

Challenger B2B Marketing Strategy

Our agency, NewPoint Marketing, the leading food industry marketing strategy firm, boasts a diverse client portfolio that includes several industry-leading brands. However, the majority of NewPoint’s clientele over the years has consisted of “Market Challenger Brands” across various food and beverage categories, including beef, pork, dairy, sports drinks, produce, and foodservice equipment. These challenger brands, while not necessarily market leaders, possess the ambition and innovative approaches to disrupt their respective industries and challenge the status quo.

Because the market challenger concept is so prevalent among majority of the NewPoint client base, we were inspired to develop speculative—or spec—creative to show how small brands can take on market leaders with the goal of 1) provide a template for an approach to a common client Issues, and 2) showcase our skills at developing strategic creative.

In the world of B2B marketing strategy, here’s a question the NewPoint Marketing team gets asked by challenger brands across all categories:

“What does it take to steal market share from an 800 lb. gorilla in the foodservice industry?“

To define rebranding in the context of a David vs. Goliath scenario, the NewPoint Team took inspiration from the compelling story of a challenger brand in the highly competitive foodservice chicken market.

In an industry dominated by giants like Tyson, our fictional “Brand X” found itself at a crossroads.

Like many market challengers, despite believing they offered a superior product with proven flavor advantages, our Brand X struggled to gain traction and market share against its well-established competitor. This is where as a team, NewPoint Marketing decided to step in and illuminate a path forward, armed with a bold vision and a comprehensive rebranding strategy designed to shake up the status quo.

Rebranding = Transformation

Now, rebranding is more than just a fresh coat of paint on an existing business. It’s a transformative process that involves reimagining a company’s identity. It is all-inclusinve—from its visual elements to its core messaging, to market positioning. Consequently, for Brand X, this was more than updating their logo and packaging. It meant also redefining how they communicated their unique value proposition to potential customers in the foodservice industry.

Deep Foodservice Expertise

Our team at NewPoint Marketing understood that success would require more than just creative flair. It demanded a deep understanding of the foodservice industry. Also, a strategic approach to brand positioning, and a willingness to be bold in the face of stiff competition.

Taking on the 800 lb. Gorilla

Like many NewPoint Marketing clients, the smaller chicken brand—Brand X, was poised as the market challenger. It was aiming to gain market share from the dominant player, Tyson. Brand X’s challenge was clear: to rebrand and position themselves as a formidable competitor in a market dominated by an 800 lb. gorilla.

A comprehensive strategic plan was developed to focused on:

• Prioritizing specific channel targets: Identify smaller commercial operations, retail delis, and institutions as key opportunities for growth. Brand X did this by focusing on these niche markets. This way, it could establish a strong presence without directly competing with the industry leader in its primary channels.
• Expanding the product portfolio: Brand X could also develop new products tailored to the needs of our target channels. This approach allowed Brand X to offer unique solutions that the larger competitor might have overlooked.
• Streamlining brands: To maximize brand equity, Brand X considered consolidating their product lines under a unified brand identity. This strategy helped create a stronger, more recognizable presence in the market.
• Positioning based on validated flavor advantage: Brand X’s research revealed that their products had a distinct flavor advantage. It became clear there was a need to leverage this unique selling proposition (USP). And, to differentiate the brand and appeal to foodservice operators seeking high-quality, flavorful options.

By implementing this strategic plan, Brand X could carve out a significant niche in the foodservice industry. A focused approach would allow them to compete effectively against larger competitors. To achieve this, they could offer tailored solutions and leverage their unique strengths.

B2B Marketing Strategy: A Creative and Focused Rebranding Campaign

NewPoint’s suggestion: Craft a strategy. One that would not only transfer Brand X’s vision into tangible sales but also create genuine excitement in the market. We recognized that in today’s competitive foodservice landscape, a successful B2B marketing strategy and rebranding campaign needs to be more than just a new logo or tagline. It must be a comprehensive approach that touches every aspect of the business.

• Impactful, Launch-Minded Rebranding. We started by reimagining Brand X’s visual identity and messaging to create a bold, memorable presence in the market. This wasn’t just about aesthetics; it was about crafting a brand image that would resonate with foodservice professionals and stand out in a crowded field. Our goal was to position Brand X as an innovative, forward-thinking alternative to the established players.
• Clear Brand Identity and Unique Selling Proposition (USP). Working closely with Brand X, we identified their core strengths and unique offerings. We then distilled these into a clear, compelling USP that would set them apart from competitors. This USP became the cornerstone of all marketing efforts. It would ensure consistency across all touchpoints and help Brand X carve out a distinct identity in the minds of potential customers.
• Validation of the Brand’s Offer. One of Brand X’s key advantages was their superior flavor profile. Brand X stated they were conducting thorough market research and taste tests to validate this claim, providing concrete evidence to back up these new, bold marketing messages. This data-driven approach would lent credibility to Brand X’s offerings and gave sales teams powerful tools to convince potential clients.
• Tight Sales Training and Support Program. NewPoint suggested developing a comprehensive sales training program. This would ensure that Brand X’s team was fully equipped to communicate the new brand message and USP effectively. This would included role-playing exercises, product knowledge sessions, and strategies for overcoming common objections. By empowering the sales team, we ensured that the rebranding efforts would translate directly into increased sales.
• Cost-Effective, 360-Degree Go-to-Market Plan. Recognizing the need for efficiency in a challenger brand’s marketing efforts, NewPoint suggested a cost-effective yet comprehensive go-to-market plan. This plan leveraged a mix of traditional and digital marketing channels. It included targeted social media campaigns, industry trade show presence, personalized email marketing. Also, strategic partnerships with key influencers in the foodservice industry, and content marketing focused on Brand X’s unique strengths and industry insights.
• Smart Messaging Tailored to Each Channel. NewPoint understands that different segments of the foodservice industry have unique needs and pain points. So, we developed tailored messaging for each target channel. Our messaging resonated with the specific challenges and aspirations of each audience. It would change based on communicating with small independent restaurants, large institutional kitchens, or retail delis.

The Power of Flavor: A Bold and Edgy Strategy

In developing Brand X’s rebranding campaign, the NewPoint team suggested that their superior flavor profile was a key differentiator in the market. So, we recommended focusing on this flavor advantage as the centerpiece of their B2B marketing strategy. This approach allowed Brand X to stand out in a crowded market. And, appealed to foodservice operators seeking high-quality, flavorful options.

We developed three branding and PR activation campaign options, all centered on the theme of flavor. While each option had its unique angle, they all shared key common denominators:

• Emphasizing flavor as the primary selling point
• Leveraging sensory data to back up flavor claims
• Elevating chicken from a commodity to a culinary ingredient
• Adopting a bold and edgy tone to stand out from competitors

This flavor-focused strategy allowed Brand X to position itself as a premium option in the foodservice market. It was also appealing to operators who prioritize taste and quality in their menu offerings.

Execution: Sales Training and a 360° Go-to-Market Plan

To ensure the success of the rebranding campaign, NewPoint developed a comprehensive sales training and customer engagement plan. This plan equipped Brand X’s sales team with the knowledge and tools they needed to effectively communicate the new brand message and USP to potential foodservice customers.

We emphasized the importance of consistent brand messaging across all B2B sales channels. Whether interacting with customers through in-person meetings, trade shows, or digital platforms, NewPoint’s goal would be to prepare Brand X’s team to deliver a unified message that highlighted their flavor advantage and unique offerings.

Our proposed 360° go-to-market plan was designed to be both strategic and flexible, allowing Brand X to adapt to changing market conditions while maintaining a strong brand presence. Key elements of this plan included:

• Funding internal brand clarity and cohesion. We ensured that everyone within Brand X, from leadership to frontline employees, understood and embraced the new brand identity.
• Creating external, “take-on-Goliath” brand messaging. We developed bold, attention-grabbing messaging that positioned Brand X as a formidable challenger to the industry giants.

Ready to Take on Your Category’s 800 lb. Gorilla?

At NewPoint Marketing, we’re passionate about helping challenger brands like Brand X realize their full potential. By combining creative thinking with data-driven strategies and a deep understanding of the foodservice industry, we create campaigns that don’t just rebrand – they reimagine what’s possible in B2B foodservice marketing.

If you’re ready to elevate your brand and take on the giants in your industry, NewPoint Marketing is here to help. Let’s collaborate to develop a tailored marketing strategy that highlights your unique offerings and drives tangible results.

Contact NewPoint Marketing today to start your journey toward becoming a market leader!