Marketing strategies that helped CPG brands thrive through COVID-19

There’s a perception within the pure neighborhood that a rising tide lifts all boats. That sense of neighborhood was on show through New Hope Network’s Spark Brand Success collection this month, as 4 main gamers within the meals and wellness area got here collectively to share the digital media strategies that helped them survive—and even thrive—in a tumultuous yr. 

SRW company introduced collectively 4 extremely profitable purchasers from its portfolio of better-for-you brands, together with This Little Goat, Kite Hill, Brazi Bites and No Evil Foods, to showcase their key strategies for successful shopper consideration within the yr forward. Here are 4 ideas you should use to assist your model at present: 

1. Reach potential prospects in new and surprising methods earlier than they store.

The technique crew from SRW company touted the rise of on-line grocery. And when you definitely want your bases coated with Instacart advertisements, you’ll want to hit shoppers earlier than they store to win out over steep competitors. Famed Chicago-based Chef Stephanie Izard shared how her crew focuses on standout inventive to attract individuals’s consideration. For its vacation marketing campaign, the model labored with SRW to leverage the whole lot from geo-targeted paid social to a selectively chosen Out Of Home marketing campaign in Chicago’s West Loop to seize shopper consideration and enhance retail gross sales and web site vacation orders. 

2. Shift your media spend (and crew’s vitality!) to focus extra in your paid advertisements than your in-feed content material. 

The outdated days of spending every week on each social put up are gone. Consumer expectations have shifted prior to now yr and now, they anticipate that brands will discover them through sponsored posts and advertisements moderately than having to comply with them to be taught extra. Brazi Bites Senior Brand Manager Bridget Kavanaugh addressed the primary matter on each frozen meals model’s thoughts: how you can preserve the momentum going after a yr of huge alternative. In order to maintain its sturdy momentum, the model shifted their focus away from day-to-day communications and centered advert {dollars} and shopper consideration on focused media placements driving to key retailers. Mission achieved. 

3. Get scrappy to create work that showcases the perfect of your model. 

The Kite Hill social neighborhood is extremely coveted by many brands in pure meals, and for good causes! Senior Director of Marketing Connie Sinuvant shared how her crew retains their super-active neighborhood engaged by working with SRW on scrappy content material manufacturing that feels prefer it belongs in customers’ social feeds, whereas nonetheless showcasing essential model components that drive a reference to the model. The crew additionally used its community to assist native eating places and cooks with contests, giveaways and coveted actual property within the model’s social feeds. Their neighborhood appreciated and applauded these efforts as a lot as they liked nice recipes and new product bulletins. 

4. Use your voice for good.

Mission-driven brands have quite a bit to say, and shoppers need to hear it. SRW’s public relations crew shared a best-in-class case examine with No Evil Foods Marketing Manager Alexa Verink. Alexa walked through how the NEF crew is ready to work carefully with their company to maintain them in control on inside actions that additional the model mission, guaranteeing these efforts get shouted from the rooftops and underscore the model’s promise to it’s plant-based shoppers. 

When the going bought robust, these brands bought going. It’s not too late so that you can do the identical. To be taught extra about strategies to carry your model consciousness and gross sales as we head into Q2, go to

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