Marketing, the Right Way: Using Audience Personas
MorganMyers | Food & Agriculture Marketing Blog
by Braedon Coon
2M ago
Kendra is a 32-year-old accountant and mother of two children, ages 6 and 4, who resides in Wheaton, a suburb just outside Chicago. Nutrition and sustainability matter to this millennial mom, but she’s uncertain whether she’s making good food choices for her family. She mostly uses Instagram, Facebook and internet searches for information related to food. She loves living near Chicago so her family can frequent the museums, aquarium, zoo and other family-friendly attractions. Kendra isn’t a real person. She’s an audience persona. To be successful in marketing, you have to follow the golden rul ..read more
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Content strategy vs. content marketing, and how to leverage both for your brand
MorganMyers | Food & Agriculture Marketing Blog
by Loren King
3M ago
Picture this: You’re casually strolling through your Facebook feed, swiping idly past the usual suspects when, BAM! A sponsored post appears, and you can’t help but push pause on your endless scrolling. That’s the power of a well-crafted content strategy and the finesse of content marketing at its finest. What is content strategy? Content strategy is your “why.” It’s the thought and research behind a content marketing campaign. The content strategy identifies what is important to your target audience. Pinpointing content themes and topics upfront ensures you are addressing your audience’s need ..read more
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Cause Marketing: A Game Changer for Marketing Professionals
MorganMyers | Food & Agriculture Marketing Blog
by Matt Hamrin
4M ago
When for-profit and nonprofit organizations combine forces to make a difference, everyone wins. Cause marketing can win over customers in a genuine way and still achieve company success. Establishing Authenticity is Key In an era when consumers are increasingly scrutinizing food and agricultural brands, authenticity has become the holy grail of building brand affinity and loyalty. And cause marketing is proven to deliver this game-changing authenticity consumers crave. The vast majority of consumers (86%) say authenticity matters when deciding what brands they like and support. That number is ..read more
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How can brands deliver trust-building sustainability stories? Through farmers.
MorganMyers | Food & Agriculture Marketing Blog
by Matt Hamrin
6M ago
Companies find themselves in an era of unprecedented pressure from consumers, investors, regulators, and others to commit to sustainability goals and commitments. And companies are responding. According to Harvard Business Review, most of the world’s largest companies have set sustainability goals and report on them. However, not all consumers are buying it. A troubling gap in consumer trust Recent research shows a growing trust gap between consumers and corporations when it comes to sustainability. Only 38% of U.S. consumers surveyed believe corporations when they claim commitments to enviro ..read more
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MorganMyers is Committed to Help the Fight Against Hunger
MorganMyers | Food & Agriculture Marketing Blog
by MorganMyers
7M ago
During Hunger Action Month 2023, we recognize that hunger remains a challenge for many Americans. Feeding America states 34 million Americans are food insecure and 1 in every 8 children worries where their next meal will come from. With so many Americans lacking the means to feed their families, it’s important we all do our part to help fight hunger.  Taking Action for Hunger Action Month  At MorganMyers, our work centers around supporting those who play a vital role in food production — farmers, ranchers, agribusinesses, food companies and other brands along the food supply chain. W ..read more
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The Power of Brand Transparency in CPG Food Brands
MorganMyers | Food & Agriculture Marketing Blog
by Matt Hamrin
8M ago
Brand Transparency & Traceability: THE Imperative for CPG Food Brands In an era where consumer empowerment is at its peak, the demand for brand transparency and traceability in the food industry has reached unprecedented heights. Consumers are expecting more honesty from the consumer packaged goods (CPG) food brands they love. People crave a deeper understanding of ingredient information and nutrition facts, where their food comes from and how it was grown or raised. They use this information to make informed purchasing decisions about the foods they choose to serve on their dinner tables ..read more
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Consumers crave sustainability. Is your brand delivering?
MorganMyers | Food & Agriculture Marketing Blog
by Matt Hamrin
11M ago
Today, environmental sustainability is firmly rooted in the frontal lobes of the modern consumer. Not so surprising, given we are constantly served images and messaging that paint a dire picture of our planet, and that we, as humans, are the problem. This creates varying degrees of “eco-anxiety” and responsibility in the consumer mind. One of the simplest ways consumers quell that anxiety is by voting with their pocketbooks and making purchases from brands that support a sustainable future. For most consumers, this means consciously seeking out and buying products that align with their values ..read more
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The Power of a Brand Refresh Might Surprise You
MorganMyers | Food & Agriculture Marketing Blog
by Matt Hamrin
1y ago
Today’s brand evolution begins with an important growth catalyst: purpose. Don’t underestimate the power of purpose in your brand evolution. Your brand is your identity. It’s the lens under which consumers experience everything you do. With each customer touch point, brand strength is either built or eroded. Its value should not be underestimated. The intangible assets of a brand matter. The chief financial officers of consumer brands Kraft Heinz and Molson Coors both valued their brands at over half of firm asset value. People wear brands like badges of honor and advocate passionately for the ..read more
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The Power of Food Product Sampling Tours
MorganMyers | Food & Agriculture Marketing Blog
by Matt Hamrin
1y ago
Let’s be honest. Everyone loves a free food sample, right? It’s free. It’s low risk. It’s a way to discover something new, something you might love. And from a brand standpoint, it’s a great way to get food products directly into people’s hands, mouths, and carts. And it works! Seventy-three percent (73%) of consumers said they were likely to buy a food product after trying it. Only 25% said the same thing about seeing a television commercial. Need more proof points? Fifty-two percent (52%) of moms said a free sample can be highly influential in getting them to try something new and different ..read more
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A Food Marketer’s Take on the Sustainable Agriculture Summit
MorganMyers | Food & Agriculture Marketing Blog
by Matt Hamrin
1y ago
I’ve spent nearly 30 years at MorganMyers helping our Consumer Packaged Goods (CPG) brands and retail clients in the food industry navigate and succeed with their B2B and B2C communications. It’s no surprise that social responsibility and prioritizing sustainability are becoming increasingly important for food companies. To continue leading in the food space, I have to keep learning, which is how I found myself at the 2022 Sustainable Agriculture Summit in Arizona. We have great agriculture expertise at MorganMyers. However, this was my first deep exposure to the agricultural side of food chai ..read more
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