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Which Food and Beverage Commercials Scored Big During Super Bowl LIII?

Every year leading up to the Super Bowl, our team of food ingredient marketing experts gets just as excited about the high-budget, star-studded commercials as we do about the actual game. And this year was no exception. In fact, several of us thought this year’s commercials were more exciting than what took place on the field. Below, we discuss a few food and beverage commercials and what we thought about them.

Bubly – Bublé

In what may have been the world’s most obvious celebrity endorsement, Michael Bublé showed his sense of humor in a spot promoting the new LaCroix-esque sparkling beverage, Bubly. The commercial scored a touchdown with our team, thanks to its humorous appeal and play on words.

Bud Light – Corn Syrup

The Super Bowl always features several big-budget beer ads. This year, Bud Light went all out to let consumers know its beer is not made with corn syrup, unlike some of its competitors. Ironically, the commercial aired just days after Bud Light became the first major beer company to start listing its ingredients on the label. While the ad’s fighting words created much controversy, we thought the strategy was effective and entertaining.

Pringles – Sad Device

In the Pringles spot, an artificial intelligence voice expressed sadness about never being able to experience the joy of customizing a stack of flavored Pringles. Several of this year’s Super Bowl commercials featured robots or artificial intelligence, but this was one of the funniest.

Burger King – Eat Like Andy

Talk about taking a chance on luck! The 1982 footage of the pop artist unwrapping and eating a Whopper certainly stood out for its simplicity. Whether you loved it, hated it or were just plain confused by it, it certainly piqued our interest during the late stages of the low-scoring game.

Avocados from Mexico – Top Dog

We’re not sure what dog shows — or in this case, human canine shows — have to do with avocados, and that’s where they lost us. In addition to the 30-second game day ad, Avocados from Mexico also released a minute-long cut earlier in the week that featured humans prancing around the show floor like dogs. While the advertisements were somewhat funny, they were ineffective.

Planters – Mr. Peanut is Always There in Crunch Time

Remember the Planters “Mr. Peanut is Always There in Crunch Time” commercial that aired during the Super Bowl? Yeah, neither did most of our team. During the spot, Mr. Peanut raced through the streets in a giant “Peanutmobile” to save Alex Rodriguez from snacking on a kale chip. The advertisement gave a traditional mascot a more exciting makeover, but it was still less than memorable.

Which 2019 Super Bowl food and beverage commercials were your favorites? Comment below to share your thoughts.

Packing It Up to Feed Hungry Heartland Families with Corbion

Anderson Partners Food Ingredient Marketing staff with C.J. McClellan, global marketing manager, bakery, at Corbion
Anderson Partners Food Ingredient Marketing with C.J. McClellan, global marketing manager, bakery, at Corbion

Last week, we had the opportunity to volunteer alongside our friends at Corbion as part of the team’s annual Pack It Up for Harvesters event. We joined Corbion at the event last year and were thrilled to contribute again this year.

Since 2011, Corbion employees have provided more than 270,000 meals to Harvesters, a food bank that provides food and related household products to more than 620 emergency food pantries, community kitchens, homeless shelters, children’s homes and other not-for-profit agencies throughout northwestern Missouri and northeastern Kansas.

In addition to our staff, Corbion teamed up with Sosland Publishing and Winco Fireworks, a wholesale fireworks distributor that operates the warehouse adjacent to Corbion’s distribution center in Grandview, Missouri. Together, we packed up more than 10,000 holiday meals for families throughout the Kansas City metro area and beyond. It was inspiring to see so many individuals come together to make a difference.

As food ingredient marketers, we love seeing our clients do their part to help fight hunger in the communities where they live and work as well as across the world. In the U.S. alone, more than 40 million people, including 12 million children and five million seniors, struggle to get enough to eat each day. As a result, companies like Corbion are making conscious efforts to put sustainable practices into action while fostering goodwill among staff.

Taking time out of the busy workweek to help those in need is just one of the many ways food ingredient companies can build customer loyalty, recruit and retain employees, and differentiate their brands from their competition. At the end of the day, it’s about more than making monetary donations. Rather, it’s about engaging and inspiring employees to be part of something bigger — and there’s nothing more rewarding than that.

What type of corporate social engagement efforts does your company deploy? Comment below to share your thoughts on how you inspire your team to pay it forward.

Five Creative Trade Show Display Strategies From IFT18

I had the privilege of attending IFT’s Food Expo this year. As a first timer at the show, I was inspired by all the people, sights and activities taking place. It was a great opportunity to experience the many ways that food ingredient companies take advantage of prominent industry events to help tell their stories and engage with customers.

Below, I dive a little deeper into the top five booth features I found to be the most visually appealing and engaging at IFT18.

1. Packing a Powerful Punch

Having a small space doesn’t mean you can’t get the most out of your trade show graphics. While Bulk by CHO’s booth was small, it had about as much punch as a large booth. The backlit wall was easy to read and had a simple, clean message with shelves to display products – proof that smaller spaces can be just as impacting as larger ones!

Bulk by CHO Trade Show Booth at IFT18

2. Bringing Nature Indoors

I noticed that many companies included natural elements and materials in their displays to help promote messages centered around nature, sustainability and social responsibility. The variety of plants at Tastepoint by IFF certainly caught my attention. Additionally, Ardent Mills’ space included a wooden pergola element, which helped promote its new division, The Annex by Ardent Mills. I also saw companies like Silva International and Blue Marble Biomaterials use wood panels and other building materials to create unique booth designs.

3. Marketing Before the Show

Prior to IFT18, Ingredion sent a direct mail piece offering a free backpack to trade show attendees who stopped by its booth, so of course I had to pay the team a visit at the show. The backpack design, which matched the company’s clean and modern booth design, made an impression as I walked the show floor. Several people even stopped me to ask where I got my backpack! Giveaways like this are always great because they incentivize trade show attendees to stop by your booth and help market your brand.

Ingredion Trade Show Booth at IFT18

4. Engaging Through Interactive Components

Offering engaging activities at your booth can help grab attention and break the ice with visitors. For example, the Bunge Loders Croklaan booth included a chocolate bar taste test, which initiated a conversation between me and an employee working at the booth. Meanwhile, Land O’ Lakes Ingredients had a large interactive screen at the entrance of its booth that brought up various snack-centered flavor trends. DSM organized all its samples around different meals of the day, which made the sampling process less intimidating for such a large space. The booth staff also had small screens that reported various health stats based on skin pigmentation. (See photo of our team member, Jennifer Remsberg, trying it out at the event.)

Interactive booth displays at IFT18

5. Incorporating Handcrafted Looks

Many booth structures also incorporated graphics that had a handcrafted quality look and feel to them, making their spaces seem warm and approachable. For example, Kalsec used its space to create a craft brewery that drew visitors into a bar-like setting with on-tap drinks and snacks featuring various product offerings.

Kalsec Trade Show Booth at IFT18

Overall, I was impressed by the amount of eye-catching booths and interactive displays at IFT18. I highly recommend other food ingredient marketers attend the event in order to stay on top of the latest trends.

Which booth designs made an impression on you? Comment below to share your thoughts.

B2B Food Ingredient Marketing Tips for Engaging with Gen Zers

Satisfying Gen Z’s Appetite

There’s a new generation of B2B customers stirring things up in the food and beverage industry! Learn strategies to successfully reach and engage with these up-and-coming customers. Learn more >>

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