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What are the most innovative strategies / tactics that Frigo Cheese Heads Brand's competitors are utilizing to grow brand awareness and/or engagement.
Hi, and thank you for asking Wonder to find the most innovative strategies /tactics that Frigo Cheese Head's competitors are utilizing to grow brand awareness and engagement. The most useful sources that we found to answer your question were Autostraddle and Trinity Brand.
METHODOLOGY
I used an article from Autostraddle to find the top string cheese brands as these would be Frigo Cheese Head's competitors. The top competitors that I could find were Lucerne, Trader Joe's, Sargento and Galbani . Below you will find a detailed look into each company's strategies and tactics to grow brand awareness.
SARGENTO
They are creating innovative new products. They have a long-running national advertising campaign in which two generations of Sargento ownership extol the attributes of their company and brand. The often emphasize that their products are a source of protein. This includes advertising in health magazines and talking about the health benefits of their product. Their healthy snack products are targeted towards women. Their snack products are often situated in a different section of grocery stores compared to their competitors. There is extensive signage in stores promoting their products. They have television advertising campaigns across many channels at different times of the day. The brand is positioned as a real food company that produces a natural product. Emphasizing the company as a family owned business that is passionate about their products and customers. Media spending on the brand exceeded $26 million in 2012 approached $22 million through the third quarter of 2013.
LUCERNE
This company has linked the concepts of childhood and motherhood to their brand. They added Dairy Farms to the brand name to give a sense of place and a wholesome country feel. This was to tell an authentic, human story describing a time when life was simple, happy and uncomplicated. They used a capital “L” on the logo to evoke personality and authority. The term “Since 1904” emphasizes the brand's long history and expertise. The colors and imagery evoke innocence, charm and seasonal offerings have campaigns that promote something special and unique.
GALBANI
The company has relied on the branded website as a major consumer touch point in digital space. The website educates consumers about Galbani’s brand heritage as Italy’s favorite cheese brand for more than 130 years. The site talks about the life of the charismatic Italian cheese maker, Egidio Galbani. Information is provided on products including key benefits and nutritional data. Their website serves as a point of entry for consumer contest “Win a Trip to Italy” for an opportunity to experience cheese and wine making in Italy. Consumers will enjoy the inspirational library of recipes for Mozzarella products including video recipes. Galbani has now ventured into social media where its core consumers are increasingly turning for information and inspiration. The company recently created a community of consumers who are interested in European food, cheese and Italian culture on Facebook. They have created a special social media campaign through dedicated posts and videos to celebrate Italy’s Heritage Day and Italian Film Festival events with its fans. The Galbani social media campaign also reported on Galbani’s “Taste of Real Italy” cheese sampling events with Galbani Brand Ambassadors. Facebook marketing has offered the brand many opportunities to adjust their message to make it more relevant for consumers, Galbani seems open to changing its media tactics and content based on consumer response. Their responsiveness and posting of increasingly relevant content, has helped Galbani significantly grow its on-line community and it is ready to embark on Facebook targeted advertising to spread its message to even wider audiences.
TRADER JOE'S
The well known company spends a lot of time on developing packaging and well-written product descriptions that serve to remove the “cheapened” feeling. By keeping its suppliers a secret, Trader Joe’s doesn’t dilute any of their brand affinity. Trader Joe’s appeals to the hipster shopper and families aiming aspiring to a healthy or organic lifestyle. Trader Joe’s has a method of mixing a low-key, corporate-but-not-corporate attitude with a decidedly low profile when it comes to the true identities of its private label goods. Trader Joe’s uses its retail packaging as part of its overall branding strategy. The chain works to maintain an intimate, friendly feel with its in-store signage, décor, and packaging.
CONCLUSION
I have provided some of the main competitors to Frigo with brand and marketing strategy and campaigns. I was only able to find the media spend for Sargento from a few years ago but this should give an idea of budgets for campaigns. I have listed key successful tactics employed by companies to grow the brand to their target market.
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