Performance Branding: Building Brand Equity at Every Stage of the Funnel with Hayley Raymond of HelloFresh

10/21/20 • 42 min

Food Marketing Nerds Restaurant and CPG Marketing Podcast

We have an awesome interview lined up for you. Hayley Raymond, Associate Director of Brand Marketing at HelloFresh, joining us out of Brooklyn for today’s episode. HelloFresh has grown into the leader in the meal kit space, and as a direct to consumer company, they’ve built their portfolio of brands largely through performance marketing.

While branding and performance marketing have traditionally been somewhat at odds with one another, a big part of Hayley’s role is to break down silos and make sure HelloFresh is building brand equity at every stage of their marketing funnel.

In this episode, we talk through

How to quantify the results of difficult to measure top of funnel efforts
Why a “brand sandbox” has replaced the standard brand book at HelloFresh
How to merge dynamic creative with continuity through your customer touchpoints

And plenty more.

A lot of times, branding and performance marketing are discussed as two completely separate schools of thought, but Hayley connects the dots of that right and left brain thinking in a really elegant and original way, that I think you’ll find very refreshing.

So without further adieu...

In this episode, we talk through

How to quantify the results of difficult to measure top of funnel efforts
Why a “brand sandbox” has replaced the standard brand book at HelloFresh
How to merge dynamic creative with continuity through your customer touchpoints

And plenty more.

So without further adieu...

Previous Episode

Creating Change: Outmaneuvering the Titans of Industry, with Chloe’s Fruit CEO, Michael Sloan

On the podcast today, we have Michael Sloan, CEO of Chloe’s Fruit. If you’re not familiar with the company, you are seriously missing out. Chloe’s makes several different varieties of clean ingredients, frozen treats that I can say from personal experience, are incredibly delicious and very quality.

Whether you’re a rising startup or the industry leader, product quality is critical to long term success. But, as you likely know as a listener of this podcast, there’s so much more than goes into which challengers become and remain household names, and which ones become statistics.

In most David and Goliath scenario’s, Goliath often wins. But in this episode, Michael tells us the story of how Chloe’s mission to create more accessible better for you options, not to mention a lot of savvy tactics met with great execution, has taken the company from a single shop in New York to the freezer aisle of over 10,000 stores across the country.

We get into a lot of things...

Pricing strategy when your ingredients are more expensive
How licensing deals can help create opportunities for more distribution
How to innovate your way to more shelf space...

...and so much more.

Michael is an amazing thought leader, and you’re going to come away from this episode with a lot of new thinking around non-traditional ways to build your company through the rapid changes in the food and bev industry.

Next Episode

Demystifying Branding: How to Develop to a Winning Brand Strategy with Fred Hart

On the show today, we have Fred Hart, partner and creative director at Interact. Fred is a Food Marketing Nerds regular - he’s been on the podcast a handful of times, and he always brings new knowledge and a fresh perspective – which is why we keep inviting him back on.

Interact, is a world class branding and packaging design firm that specializes in CPG. They recently launched a really informative series called SprintToSuccess, which explains the branding and packaging design process. The content dives into the research, strategy, and creative work that goes into identifying and capitalizing on the white space in a given category.

In today’s episode, Fred talks us through the process of developing a winning brand strategy, and applying it through all facets of the brand.

While Interact specializes in CPG, and the deliverable of the process we discuss is ultimately new packaging design, the knowledge Fred shares around brand strategy and how to apply it in the real world is universal across a spectrum of different industries within food & beverage. Whether or not you have a rebrand in the pipeline, there are plenty of valuable takeaways in this episode for all of you brand marketers out there.

Additional Resources:

For full interview transcripts and other valuable resources, check out FoodMarketingNerds.com. Food Marketing Nerds is a production of Blue Bear Creative, the Social Media Agency for CPG and Restaurants.