June 22, 2024


Food & Travel Enthusiast

Why hummus model Ithaca is investing in OOH, radio now

If you are outdoors of a Wegmans or Tops in Buffalo, New York this month you’ll probably location a billboard for hummus-maker Ithaca. The billboards, which tout the brand’s new Buffalo flavor, are the brand’s 1st foray into out-of-house promoting and are intended to get Buffalo’s football enthusiast foundation to decide for the hummus as component of video game working day celebrations. 

“Ithaca has professional accelerated progress around the earlier several several years,” said Chris Kirby, CEO and Founder of Ithaca, via electronic mail, introducing that the brand name has expanded its retail footprint to more than 8,240 shops across the country by performing with Complete Foods Current market. “We felt it was time for a greater advertising and marketing force to arrive at even additional customers, as very well as create an ad that felt genuine nonetheless exclusive to our brand name.” 

By strategically putting the orange billboards outside of Wegmans in distinct, Ithaca is hoping to get grocery consumers to keep in mind the model when they are building their snack and dip buys for football Sunday. In conjunction with the billboards, which say Buffalo regularly, Ithaca is working radio places on Kiss 98.5, Star 102.5, 107.3, as well as some WGR Athletics radio shows to push tailgate and soccer-specific purchases. Whilst the billboards and radio spots, by ACB and Kaz Audio, are specific to a market viewers — i.e. Buffalo’s football shoppers — the shift towards OOH for the to start with time in the company’s eight a long time in company is component of an in general drive to strengthen manufacturer awareness.

It’s unclear what Ithaca is investing on its OOH and radio thrust in Buffalo the brand did not share people figures and Kantar did not have commit monitoring for the brand name on file. Prior to the OOH and radio press, the manufacturer focused a great deal of its promotion efforts on social media. That mentioned, Kirby did note that Ithaca was “exploring other possible paid advertising strategies in the future” as well as new channels these types of as “events and in-man or woman ordeals.”  

“We’re immediately expanding and adapting to access all types of shoppers,” reported Kirby. “We’re continuously innovating by means of new taste launches or strategies, like this Buffalo a person, to continue being related while keeping legitimate to our core.” Primarily when fans are watching: the Buffalo Costs is at this time positioned next in the AFC division.

The move can make feeling to Duane Brown, founder of overall performance internet marketing store Just take Some Risk. “OOH and radio are low cost right now,” claimed Brown. “If they can check out to track how it is helping mature the company, it can be a wonderful way to pull cash off Fb and attempt to scale up the brand name.” OOH could be a way to nonetheless reach all those customers, Brown extra.

Turning toward OOH and radio to reach audiences as they are heading to the grocery shop can make much more feeling than investing in digital promoting, mentioned Allen Adamson, brand name advisor and co-founder of Metaforce. “Hummus is an occasional merchandise relatively than an day-to-day merchandise,” stated Adamson. “The biggest obstacle is to continue to keep it major of intellect. The billboards are a fantastic complement to resolve their main marketing and advertising difficulty and maintain them leading of intellect when people are grocery browsing.”