YOUR BRAND’S PURPOSE MATTERS.
Your brand’s roots, heritage and reason for being matter to today’s foodservice operator more than ever before. Having a meaningful, aspirational and relevant purpose helps operators understand that you’re connected to their evolved consumer customers — who are among the most educated and enlightened customers the world has ever seen. We're here to help.
ScottAdv is a full-service brand and creative strategy agency exclusively serving food, beverage and food equipment manufacturers. Areas of expertise include brand purpose and positioning, insights and discovery (segment, channel and market), media strategy and planning, content marketing and management, and sales activation and execution.
RESEARCH & INSIGHTS
Simplifying mountains of data into actionable business propositions is anything but simple. We partner with our clients from the initiation of proprietary research studies to the end of mining qualitative and/or quantitative results. We also have expertise synthesizing syndicated data to identify relevant insights to impact our clients’ business.
Having your brand meet customers where they live comes from years of experience understanding the audience of each medium. From digital and print media in every segment to video, mobile, collateral, events, presentations, database marketing and tradeshows, we reach audiences where they prefer to interact and are open to your messaging inputs.
PATH TO PURCHASE
How operators think, act and make purchase decisions is complicated — and varies by segment. Where they gather info, what matters most to them, and how they are influenced has a big effect on what type of messaging resonates and how they form product or brand perceptions. We exclusively live in the foodservice channel, allowing us to deftly navigate those paths.
Multiple stakeholders affect how your brand rises or falls in the marketplace. As such, our integrated communications result in myriad touchpoints consistently delivering your brand message. Corporate, Sales, Brokers, Distributors and, of course, Operators create meaningful dialogue that increases brand value and strengthens your market position against the competitive set.
CREATIVE THAT DELIVERS DIFFERENTIATION.
Sausage & Craft Beer Pairing App
“Who wants to grab a steak?” Everyone. “Let’s go out for pizza.” Yup. “I feel like BBQ.” Of course you do. Unfortunately, no one says “let’s go out for sausage.”
Yet it’s an extremely versatile protein that’s an on-trend, flavorful ingredient and entree. To help Hillshire Farm evoke relevance and connectedness, we created an intuitive, user-friendly app that pairs American & Ethnic Sausages with uber-trendy craft beers. The result is a powerful selling tool delivering operator-favorite menu specials, proven LTO ideas and all-new market appeal.
Farm Cured To Sweet Perfection
Volume potential in the sweet potato french fry category existed, although the category itself was both mature and saturated. To combat competitive foothold, it was essential to posit a compelling point of difference more connected to today’s trends, allowing Simplot the ability to own unique space. Farm Cured To Sweet Perfection perfectly aligned us with a market trending heavily toward better is better. Grower testimonial videos both validated and personalized the proposition, while also creating moments of meaning operators could trust.
Strategic, Segment-Centric Selling
Operator needs and preferences vary by segment. School foodservice directors, for instance, are nurturers. Attitudinal studies and leading research data show us that their concern for the well-being of their kids is their utmost priority. Balancing that care with ever-tightening budgets presents unique challenges. To help Tyson’s K-12 operators keep students happy, while also feeding growing minds, we created Focus. This fun, insights-rich magazine showcases the wide variety of whole-grain and Smart Snack Approved selections Tyson offers.
How We Bake It Makes It Better™
Research showed us that a sizable portion of operators agreed many gourmet dessert brands lack the flavor and mouth-feel to back up their indulgent visual appeal. Based on today’s foodservice trends around integrity of product, we believed this critical sliver of white space could be seized and ultimately owned to create a very powerful point of difference from the category leader. The result was a comprehensive relaunch of the Bistro Collection™ line of gourmet desserts — all centered around the position of How We Bake It, Makes It Better.
Strategically Leveraging Retail Equity
It’s always difficult to enter new markets, even when your entry is America’s number one retail coffee brand. The complexities of the varied segments within foodservice required a focused approach, with the healthcare and long-term care segments proving ideal. The positioning of The Familiarity Of A Friendly Face connected the notion that in the unfamiliar and uncertain environment of hospitals and elder-care facilities, even the most simple familiarities of home would provide comfort — like the coffee brand America trusts most.
A Garden Of Fresh-Roasted Flavor™
The roasted vegetables and fruits category historically has featured heavy, deep roasting cues and messaging centered around convenience. Yet in a Food Network® world rich with foodie ubiquity, today’s operators demand better for their guests. Working in tandem with the brand team as well as R&D, we helped Simplot deliver — both from a formulary and strategic vantage point. Cleaner ingredient decks, roasting with olive oil, and a complete brand identity refresh (including logo, tagline and packaging) fired up this category leader.