Heating up food sales for 25 years

We are a full-service ad agency that specializes in the food industry. Since 1995, IN has worked with food manufacturers (B2B and B2C) to help them launch and grow their brands. From developing a solid brand foundation and visual strategy, to creating compelling ad and social media campaigns, we are experts in marketing food products. 

 

 
$25,000+
 
$150 - $199 / hr
 
10 - 49
 Founded
1995
Show all +
Minneapolis, MN
headquarters
  • 600 N. Washington Ave. Suite C101
    Minneapolis, MN 55401
    United States

Portfolio

Key clients: 

General Mills, Burnett Dairy Cooperative, Marzetti Foodservice, Pizzey Ingredients

Reviews

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Creative, Branding Support for Food Service Company

"They helped us test and learn about things we’d never done before..."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$1,000,000 - $9,999,999
 
July 2014 - Dec. 2019
Project summary: 

IN Food Marketing & Design provided full-service branding including web development, content creation, collateral design, and more. When they brought in a third-party they acted as the go-between.

The Reviewer
 
501-1000 Employees
 
Columbus, Ohio
Lee Halmagy
National Account Sales Manager, T. Marzetti Company
 
Verified
The Review
Feedback summary: 

Statistics improved across the board, from click-throughs and engagement to time-on-page and sales leads. IN Food Marketing & Design instituted a highly organized process featuring weekly progress reviews and monthly analytics reports. They made adjustments throughout based on results to date.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the national account sales manager of T. Marzetti Company, a specialty food service company. When I worked with IN Food I was the marketing director, though.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with IN Food Marketing & Design?

We needed help with our branded product portfolio.

SOLUTION

What was the scope of their involvement?

Initially, they provided a roadmap and brand guidelines, and then they refreshed our creative, came up with the new brand tagline. We moved onto creating content, which included launching a blog and several social media platforms. They also managed all of our media buys and creative for publication. They rebuilt our website, too, though they used a third-party for the technical part. They still handled the creative on that and acted as our point of contact/project manager with the third-party.

With new product launches, they handled branding: everything from creative to packaging, design, and the media push behind it. They also pitched in on segmentation and targeting different channels, being more specific, and creating collateral for the field sales teams.

What is the team composition?

There are close to 20 people in the office, including account assistants, creatives, designers, and account managers, but we had three main contacts: Anita (President & Owner, IN Food & Marketing), Emily (Account Strategist, IN Food & Marketing) and Lori (VP & Creative Director, IN Food & Marketing). Emily was our day-to-day contact and Lori was the creative director. Their whole team worked well together, and we could tell the culture in their office was very strong.

Emily was our main point of contact and passed through any creative work, drafts of blogs, and articles. Her passion is social media and driving engagement and ideas. we loved her excitement, wealth of ideas, and passion for stewarding our brand through new territory.

How did you come to work with IN Food Marketing & Design?

We didn’t have brand awareness in the state, and the agency we’d historically used was just a media buyer. We were looking for someone to be an extension of our marketing team to help create a cohesive brand strategy.

We looked for someone with food-service experience. Not retail or consumer, but food service. After narrowing it down to a couple of agencies through an RFP, they became the clear frontrunner of the ones we interviewed.

How much have you invested with them?

We spent $600,000–$800,000 annually with them, including media buying and all the creative services.

What is the status of this engagement?

We worked with them from July 2014 until December 2019. When I moved into sales, my replacement hired a different agency.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We did quarterly analytics reviews, but they still sent me monthly ones. We saw success in click-through rates, engagement, and time spent on site. There was also an uptick in certain placements in our e-newsletter, so we tweaked our spend that way and saw more traffic come in.

We also saw an influx in the amount of sales leads. We have a “contact us” section where we drove people to inquire or get a free sample. Sales leads from that tripled.

How did IN Food Marketing & Design perform from a project management standpoint?

They excelled at nimbly shaping our efforts based on analytics to make sure we went forward based on what was working and not working.

We had a biweekly call, and they maintained an Excel workbook. It had every project we were working on broken down by what needed approval, what was still on the docket, what they still owed us and what we owed them. They’re very organized, and we went through the workbook every week. I never felt like I didn’t know what was going on. If I was particularly busy, it helped me know where everything was.

What did you find most impressive about them?

They helped us test and learn about things we’d never done before, and they were awesome at seeking out new opportunities in media and social media. Additionally, they’re extremely hardworking, humble, passionate about solving our problems, and genuine.

When we were interviewing diff agencies, a lot of the questions people asked us were high-level. IN Food & Marketing, on the other hand, wanted to know my challenges in a detailed manner. They were more about problem-solving, rather than trying to meet their own needs. Finally, we felt we could trust them, and, being a smaller marketing team, that was so important.

Are there any areas they could improve?

It’s a smaller office, which works well in a lot of ways, but they do rely on a third-party for some things. Whenever you have a middleman, it slows things down a tad or causes a miscommunication sometimes. The cost also goes up a bit. If they could expand and do more in-house, it would help them. They’re still a full-service firm though.

Do you have any advice for potential customers?

Be transparent with them about what’s going on within your company and the challenges you’re facing. This way, they can bring solutions that help more and open a long-term plan. The additional context helps.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer