Cookies and a Camera: a Brief Study in Ingredients Marketing

Our client IOI Loders Croklaan recently tasked us with the unveiling of their latest product, a line of colored and flavored shortenings called FuseRite™. Through solid communication and a strategic ingredients marketing plan, we established the following:

Primary goals: Stress FuseRite’s versatility; clearly communicate that it makes the job of product development easier; and highlight its taste benefits.

Secondary goal: Tie FuseRite to IOI Loders Croklaan’s position as experts in edible oils, demonstrating their value in offering ingredients and technical expertise to their customers/partners.

Tactics: Create an ad (and variations of the design/messaging) for use at the International Baking Industry Exposition (IBIE). Craft a print version for trade magazines. Design multiple electronic versions, including animated banner ads and email.

Approach: MarketPlace went to work creating an ad that we hoped would be visually striking yet easy to comprehend. In all executions, we think long-term and with efficiency in mind, so we developed something that met our goals and that could serve as part of a larger campaign.

In the ad, we mentioned their newly opened Creative Studio (which MarketPlace helped unveil at IFT13); we did so to address the secondary goal, positioning them as collaborators willing to share their application development expertise with their partners.

Beyond concepting and designing the ad, we delivered the high-quality, custom cookie photography to move the ad beyond standard industry fare (a common downfall of stock photography). Because we created all the images, we were able to showcase the exact applications our client desired. That specificity is just one of the benefits of having our own photo studio (and photographers) in-house.

Our partnership with IOI Loders Croklaan continues, so stay tuned for more updates as we help bring their position to life in the food, beverage, and ingredients industries.