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Case Study

Unifying
Ardent Mills

The ingredients category is a crowded room full of noise. To break through and signal opportunity, Ardent Mills needed to be positioned as a leader and a partner with one voice and one brand.

We created a brand worthy of the name Ardent Mills. We showed they live up to the promises their name provides—passionately supporting their customers and communities. We outfitted this initiative with one rally cry: Be Ardent.

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To drive awareness and preference among consumer-packaged goods companies and commercial bakers, we challenged Ardent Mills to Be Ardent across all marketing materials.

Through internal and external touchpoints, sales training materials and tradeshow booths, we made Ardent Mills a brand with a sincere and passionate human touch.

Transformation. It’s Ingrained in Us.

We adopted a three-tiered tactical marketing approach to reach the right audience at the right time. We called this strategy Hum, Shout, Sing. No matter if the media was an execution of always-on branding, initiative-specific or product solutions messaging, everything worked cohesively to establish Ardent Mills as a strategic thought leader and resourceful partner.

 

We unified everything under the umbrella of Ardent Mills with a singular, warm and inviting look, feel, tone and voice.

 

Ardent Mills supports many larger initiatives promoting their capabilities. We captured the opportunity to show the human side of a large ingredient partner.

 

The ingredients category is a business of innovations and solutions. To intersect the target audience where they are, we strategically planned the medium and crafted the message.
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The Results Speak for Themselves