Strategy

Back in April we at Fridge surveyed the state of the American food and beverage industry at a time when restaurant industry job loss was nearing its peak so far. We predicted the pain would be deep, and it has…

Vanderwende Farm Creamery sought out Fridge with the challenge of refreshing the company’s logo and brand elements. Vanderwende is a family-owned and operated farm and creamery, with deep roots in the dairy industry. They offer a selection of small-batch homemade…

Email marketing is a vital component to any food and beverage business’ marketing strategy, but it can also be an extremely valuable and successful marketing channel continuing to build brand advocacy and loyalty as well as increase conversions. Email marketing…

There’s no denying that 2020 has seen a lot of changes. In light of the Black Lives Matter movement, prominent CPG companies are reevaluating what their branding and packaging are communicating. On June 17, the calls for change spread to…

Your company's website is the face of your organization and a crucial part of your marketing plan. Your website has to speak clearly and function perfectly, performing well both with users and with search engines and rankings. If optimizing your…

Most of us are finding ourselves in more virtual meetings with colleagues, family and friends. Now you can show off your foodie side while working or chatting online. Choose from cool views inside and outside the Fridge or animated backgrounds…

Q1 has proven to be a tumultuous time for the food and beverage industry, with over $25 billion in lost sales and the loss of approximately 3 million jobs in the first three weeks of March alone. Restaurant Business reports…

Experts discussing color choice in branding will inevitably seek to justify a truism you intuitively already know — that color is important in marketing. They cite statistics and percentages, show charts and graphs and make various claims about just how…

Each year the National Restaurant Association Show attracts thousands of professionals from the restaurant, foodservice and hospitality industries. The show allows professionals to explore trends and insights. Additionally, they learn about what’s up and coming, including food and beverage products…

Remember the days of thumbing through a four-pound phone book looking for a business? Those days are gone. Now, there are over five billion daily searches on Google alone and over 91 percent of consumers using the internet to look…

Thanks to social media and the interconnectivity of modern society, we live in a world of trending topics, people, events and, of course, food. From the rise of avocado toast to the annual reintroduction of the McRib, the public at…

Imagine being able to reach customers that are in or near your business. With location-based digital marketing, you can serve ads to consumers based on their geographical location. This allows you to capture your target audience when they are in…

If your in-house marketing team is having to do more with less (as many are), it’s hard to keep up. Having a strategic partnership with an advertising agency can make all the difference. Here are five things to consider when…

After posting a drop in quarterly sales, the first since 2009, Whole Foods shows concern for a migratory customer base. While Whole Foods helped popularize the high-end, organic, all-natural grocery trend, similar products have begun to populate the shelves of…

In November, Pizza Hut began the largest overhaul of its menu and marketing strategies in its history. The biggest change? The brand. The leading pizza company is rebranding itself to be perceived as forward-thinking, with new flavors and offerings from…

Everybody likes free stuff. Procter & Gamble recently gave away more than 40,000 of their products spanning 25 brands in Manhattan in an old-fashioned giveaway program. They also plan to go door-to-door with free samples. No movie tie-ins, no viral…

You heard it here first. The CEO of Taco Bell says traditional marketing no longer works in the restaurant industry. He says brands must become “publishers” and tell their own story. Greg Creed says companies must engage and train their…