Challenge
Outside of limited time offers, most casual dining and quick serve restaurants have been faced with a ubiquitous menu. They have continuously looked for ways to cut costs while meeting patron expectations. Ingredion has the ability to collaborate with operators and their manufacturers to drive down costs, but the company needed a strong strategic approach to reaching the right audience with the right message.
Esrock Insight
Given the complex nature of today’s food manufacturing industry, education is key to understanding a brand’s unique selling proposition and capabilities. Simple, informative messages that focus on important features and benefits is the best way to communicate to an audience that typically does not actively participate in the R&D process.
Solution
Esrock developed a custom content marketing program for Ingredion featuring all the components of a winning strategy and campaign, including paid media and paid social to generate awareness; branded videos, infographics and case studies as incentives that inform and educate; as well as landing pages and lead capture forms to drive conversions.
