brandvoice
giovanni galluccicpgbrands, food and beverage marketing, social media strategy, branding, brandvoiceComment

CPG marketing agency: count the hands between your brief and your feed

A CPG marketing agency plans and makes the marketing for packaged food, beverage and household brands. Before you sign one, count the people who touch a single post between your brief and your feed. Ad agency staff turn over at 18 to 25 percent a year, and every extra hand files a little more of your voice off.

giovanni galluccicpgbrands, food and beverage marketing, social media strategy, branding, brandvoiceComment
CPG marketing agency: count the hands between your brief and your feed
giovanni galluccicleanlabelbrands, brandstorytelling, foodandbeveragemarketing, brandvoice, brandstrategyComment

Brand storytelling for clean-label food and beverage brands: write it in episodes

Brand storytelling for clean-label food and beverage brands works best as a series, with the same few people and places coming back every week. One launch video can't carry a six-ingredient label for a year. Twelve short episodes can, and they give a shopper a reason to trust every line on the back of the bag.

giovanni galluccicleanlabelbrands, brandstorytelling, foodandbeveragemarketing, brandvoice, brandstrategyComment
Brand storytelling for clean-label food and beverage brands: write it in episodes
giovanni galluccicpgmarketing, brandvoice, brandstrategy, foodandbeveragemarketing, cpgbrandsComment

Before you hire a CPG creative agency, write the rulebook it has to follow

A CPG creative agency can only make your brand look like itself if someone wrote down what itself means. Most food and beverage founders skip that step, and the 2021 BetterBriefs study of more than 1,700 marketers and agency staff found 80% of marketers rate their briefs good while only 10% of agencies agree. Write the rulebook, then hire.

giovanni galluccicpgmarketing, brandvoice, brandstrategy, foodandbeveragemarketing, cpgbrandsComment
Before you hire a CPG creative agency, write the rulebook it has to follow
giovanni galluccibranding, brandstrategy, food and beverage marketing, cpgbrands, brandvoiceComment

Food and beverage branding agency: a chip bag and a cold can don't sell the same way

A food and beverage branding agency builds the strategy, identity, packaging and voice a food or drink product sells under. Before you hire one, make it prove it knows the difference between the two. A snack gets chosen in the aisle and eaten at home. A drink gets grabbed from a cooler and photographed in somebody's hand.

giovanni galluccibranding, brandstrategy, food and beverage marketing, cpgbrands, brandvoiceComment
Food and beverage branding agency: a chip bag and a cold can don't sell the same way
giovanni galluccicpgbrands, branding, brandstrategy, brandvoice, food and beverage marketingComment

CPG brand agency: hire the one that asks where people buy it

A CPG brand agency builds the identity a packaged food or beverage product sells under: the positioning, the voice, the look, the packaging and the rules for using all of it. Hire the one that asks where your customer actually buys the product before it designs anything, because attention that can't find a checkout is wasted money.

giovanni galluccicpgbrands, branding, brandstrategy, brandvoice, food and beverage marketingComment
CPG brand agency: hire the one that asks where people buy it
giovanni galluccibranding, brandstrategy, brandvoice, food and beverage marketing, cpgbrands, foodbrandsComment

Food branding agency: ask what happens the week after the brand book ships

A food branding agency builds the identity your product sells under: the positioning, the name if you need one, the logo, the packaging system and the rules for using all of it. Hire the one that tests that identity on a phone screen and a crowded shelf before you approve a single logo file.

giovanni galluccibranding, brandstrategy, brandvoice, food and beverage marketing, cpgbrands, foodbrandsComment
Food branding agency: ask what happens the week after the brand book ships
giovanni galluccifoodbrands, social media strategy, food and beverage marketing, socialmediastrategy, brandvoiceComment

Social media for food brands: grade your feed, not your follower count

Social media for food brands works when a stranger can name your product from one post, see the person who makes it, and find it on a shelf later that week. Follower counts don’t measure any of that. The feeds worth copying put a real person, one clear product and a reason to buy in front of the shopper.

giovanni galluccifoodbrands, social media strategy, food and beverage marketing, socialmediastrategy, brandvoiceComment
Social media for food brands: grade your feed, not your follower count