The Strategy Behind Core Values of a Food Business When I talk to clients about why core values of a food business matter, I share Siggi Hilmarsson’s story. Siggi Hilmarsson had the vision of Siggi’s Dairy. And it defines what values based on health and authenticity can achieve. When he moved to America from Iceland…
The best food brands leverage these 5 food brand purpose examples Why look at brand purpose examples? For a food brand to be successful, it must offer delicious food. If the product is good and the price is fair, people will reliably buy it. Right? There’s undoubtedly some truth to this still. Of course, it would be…
Round 2 of 3 of the 2020 food packaging rebrand review, opinions courtesy of your NewPoint Marketing Team, and Newhope photos are curated. If you haven’t already, you might be interested in reading part 1. As a quick reminder, I formulated my opinion and sent the article to our art director, Kristy, to get her…
As a designer, I’m always interested in packaging rebrand redesigns. Now, because we are in food marketing, I pay special attention to food packaging trends. I found that Newhope recently compiled several food packaging rebrands from 2020, so I started to swipe through them. I made a mental list of if I thought the packaging…
Packaging Gone Wrong I was inspired [told] to write this blog about product line differentiation by fellow design-partner-in-crime, Ashley Morgan. After much scuttlebutt in the office over the contents two K-Cups in particular in our kitchenette. I had no choice. I had to write about it. The contenders in today’s battle are both from the…
Color Psychology: The study of hues as a determinant of human behavior. Believe it—Color can influence everything from your mood to the taste of your food. Certain colors can stir up your emotions or even make you hungry. This, among many other reasons, is why color is such an important factor in branding and marketing…
How do you make your food packaging great? The average supermarket in the U.S. holds roughly 40,000 different items (FMI Food Marketing Institute). That’s 40,000 different food packaging designs. This stands the reason that great design—among other key things—is a necessity when you want to ‘raise your hand’ in the crowd of 40K and say…
We can all take some inspiration from the beautiful job the folks at Wright® did when redesigning the brand packaging for their 1.5lb bacon stack pack. This is brand packaging redesign done right. Subtle upgrades that elevate the brand into the modern era—but not too drastic of a change that they lose their audience. You…
Your Food Brand Planogram: Know Your Consumer Buying Behavior There are several questions you need to ask yourself when determining consumer buying behavior. Destination Purchase? Is your food product a destination purchase—one that consumers go to the store specifically to buy? Or is it an occasionally on-the-weekly-menu product? Consumer Buying Behavior: Brand, Price, or… When…
CPG Food Brands Need Planogram Expertise We asked retail food buyers how much of the job requires food manufacturers to be experts in their category, and how do the best manufacturers show their planogram expertise? Buyer answers to the first question were unanimous and absolute: 100 percent of the responsibility is on the food manufacturers…
To identify and isolate areas for improvement in shopper marketing program strategies and tactics to further your CPG brand growth against set KPIs:
This shopper marketing audit will detail and contrast your CPG brand shopper marketing and messaging versus that of industry standard competitive practices and will include, but not limited to:
Marketing Communication Audit Report
The deliverable will be a white paper with NewPoint Marketing findings and recommendations related to marketing activities in one retail partnership or DMA/market as defined by the client.
Brant brings 20+ years of experience to NewPoint as chief brand communicator and marketing-plan contributor.
Brant’s specialty is bringing an outside, investigative perspective that can feel alternately “rigorous” or “exasperating” depending on your point of view. Yet, he never fails to uncover a business’s unique selling proposition—one which can serve as a brand foundation for marketing that is compelling, creative and “sticky.”
Throughout his career, Brant’s applied his skill set to a broad range of business applications along the food supply-and-service chain. His services have provided vital clarity for all types of operations, from the more conventional food and food equipment manufacturers to the adjacent enterprises that partner with them, such as the Purdue University College of Agriculture.
Food industry marketing expertise—from retail to food-service and food-service equipment— is a natural outcome of having deep knowledge in every facet of a business’ operation. With 10 years in branding and business development, preceded by 15 years in mass media and promotions, Stephanie is an FMI Emerge mentor, holds an executive-level expertise in sales, marketing, media, and production management.
This exceptionally diverse skill set adds value for NewPoint clients by providing a full complement of perspectives on food-industry brand management endeavors.
Wired for a hawkish attention to detail while also maintaining a high-resolution view of the big picture, Stephanie is uniquely able to provide astute branding direction and simultaneously apply the business principles necessary to squeeze more bang out of every marketing buck.
A member of the Forbes Agency Council and quoted in the New York Times, USA Today and Adweek, Patrick Nycz is the author of Moving Your Brand Up the Food Chain: Marketing Strategies to Grow Local and Regional Food Brands. He is an FMI Emerge mentor, an American Advertising Federation’s Silver Medal Award winner, and the Founding President of NewPoint Marketing, a full-service food industry marketing firm focused on food industry brands On a mission to grow.
Patrick’s vision for NewPoint emerged from his team’s success using this proven model for food industry clients and is fueled by NewPoint-funded food buyers and food manufacturers research around tracking consumer, industry, and ongoing food trends.
Since starting her 20-year career in commercial graphic design at one of the foremost catalog retailers in the world, Kristy’s visual branding skills have organically narrowed into the food-industry niche.
In that time, she’s directed graphic identities for snack food and restaurant startups, print materials for multiple agricultural seed companies, display graphics and merchandiser signage for major food-equipment manufacturers and everything in between.
Today, as one of the key brand architects for NewPoint clients, she continues to lead our visual research & development team, always working to find the innovative median between the best practices worth honoring and the accepted rules worth breaking.