DECEMBER 202319From Words to ActionThe ever-evolving food and beverage industry, influenced by changing consumer behaviors, challenges brands to remain relevant. Marriner addresses this challenge by bridging the gap between at-home and away-from-home consumption, helping brands thrive in both contexts.One of Marriner's successful ventures includes partnering with Butterball, a well-known Thanksgiving turkey brand. It aimed to extend Butterball's appeal beyond the holiday season and make it a daily choice for food service operators. Marriner began by studying millennial chefs' preferences and found a disconnect in their value of turkey on menus compared to older generations. It used data-driven insights to create compelling narratives that resonated with millennial chefs, resulting in a 12-month targeted campaign that shifted perceptions and strengthened Butterball's position in the food service sector."We consider Marriner Marketing a true strategic partner," says Richie Jenkins, senior director of business development and marketing at Butterball. "For more than 10 years, the agency's commitment to clarity and authenticity has elevated our presence in the food service industry. Marriner's dedication to understanding the nuances of our business, combined with thoughtful collaboration, helps us continue to bridge generational gaps and boost year-round turkey usage."In another project, Marriner simplified Campbell's frozen soup portfolio, which had become complex and misaligned with the actual buying patterns of food service operators. Marriner's research led to a reorganization and rebranding of Campbell's soup line, aligning it with operators' purchasing habits and enhancing Campbell's presence in the frozen soup market.Strategic Alliances and In-House CapabilitiesMarriner strengthens its expertise by forming strategic alliances, such as with Anne-Marie Roerink of 210 Analytics, renowned for her food and beverage research. This partnership provides valuable industry insights to craft compelling brand narratives.Such insights gained from alliances are practical and measurable, laddering up to the overarching goal of brand transformation.This combination of external partnerships and robust in-house capabilities highlights Marriner's holistic approach and preparedness to excel in the dynamic food, beverage, and hospitality marketing landscape. Marriner blends rational and emotional elements, emphasizing authenticity to make brands visible and deeply resonant with the audience today while always thinking about what's next. Through clarity, in-house expertise, and an authenticity commitment, Marriner offers a marketing methodology that transforms brands in the bustling food, beverage, and hospitality industry. We're experts in crafting marketing strategies for top food, beverage, and hospitality businesses. We specialize in brand building, market research, and strategic planning to fuel competitive enterprises. Our traditional and interactive campaigns are built to resonate and continuously evolve, ensuring success when and where it truly mattersRob Levine, President and Partner
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