Why this DTC nut butter brand is partnering with foodie brands, influencers to debut in the U.S.

Why this DTC nut butter brand is partnering with foodie brands, influencers to debut in the U.S.
Why this DTC nut butter brand is partnering with foodie brands, influencers to debut in the U.S.

The New Zealand-based Fix & Fogg brand, a start-up specializing in nut butters based in 2013, is working to develop their brand consciousness via collaborations with influencers and with prime meals manufacturers.

The firm has labored with manufacturers reminiscent of Counter Culture Coffee, Milk Bar, Bobo’s and Smeg to deliver restricted version flavors to market and promote their brand to a wider viewers. Additionally, they sought out influencers reminiscent of Jake Cohen, YouTube persona Claire Saffitz and founding father of the well-liked weblog and social media outlet The Defined Dish, Alex Snodgrass to assist promote their product by using influencer advertising and marketing strategies.

Fix & Fogg is hoping its partnerships and influencer work will assist it stand out in the crowded U.S. market. “Customers who concentrate to the descriptions are our key audience,” mentioned Roman Jewell, co-founder, Fix & Fogg, when requested about the deal with foodie influencers and types. “But additionally these wanting one thing completely different to conventional nut butters who’re attracted to our distinctive vary of flavors.”

According to Jewell, as their brand grows and brand consciousness will increase, Fix & Fogg expects to develop extra OOH advertising and marketing efforts to assist spherical out campaigns, as an alternative of retaining it restricted to social media platforms reminiscent of Instagram and TikTok. It is unclear how a lot of Fix & Fogg’s promoting funds is allotted to influencer advertising and marketing and brand partnerships, as Jewell wouldn’t share general funds specifics. That mentioned, in accordance to Jewell, 80% of the promoting work is through social media whereas 20% of it goes to in-store advertising and marketing at top-performing places reminiscent of Whole Foods.

“We focus all of our digital spend on social media, particularly on Instagram and Facebook,” mentioned Jewell. “50% of the funds is used for prime of funnel consciousness exercise and 50% [for] driving conversions at center [and] backside of funnel on our on-line retailer,” mentioned Jewell. According to the influData platform, the Instagram account of Fix & Fogg grew by 9,000 followers this 12 months on account of its promotional work with social media influencers. As of August 2022, there is no advert spend information accessible on the brand from both Kantar or Pathmatics.

According to Instacart’s buy information, August 2021 peanut butter gross sales jumped practically 10% month-over-month doubtless as a result of many states throughout the nation return to faculty. Peanut butter consumption not often fluctuated all through the remainder of the 12 months.

Per Jewell, Fix & Fogg goals to stand out amongst the many nut butter choices with “distinctive and revolutionary flavors”  reminiscent of spicy Smoke and Fire in addition to Cookie Butter and  Everything Butter. 

Currently, all advertising and marketing work for Fix & Fogg is dealt with by the firm’s in-house advertising and marketing workforce at its New Zealand workplace. A workforce of two advertising and marketing professionals and one in-house designer work at the brand. They deal with every thing from social media outreach, giveaways, collaborations, product launches, influencer outreach and extra in a small workplace positioned in Wellington. They work in partnership with a digital advertising and marketing company, known as Werk.

It isn’t simply Fix & Fogg that makes use of influencer and brand partnerships to improve brand consciousness in the United States. As beforehand reported by Digiday, direct-to-consumer interval care brand Viv just lately took to TikTok to construct group and increase brand consciousness with their instructional posts.

For manufacturers like Fix & Fogg, e-commerce presents a chance to experiment with new merchandise, launch revolutionary advertising and marketing campaigns, and check demand earlier than investing giant quantities of capital and inventory into manufacturing and stock.

“Regional and cultural variations in style choice throughout geographies make it extra vital than ever to leverage client perception from reactions earlier than making the determination to increase to new territories and the similar goes for social media influencers,” mentioned Margo Kahnrose, CMO at the omnichannel advertising and marketing platform, Skai.

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