|Thomas D.||Founder & Executive Creative Director||CO|
Sample of Related Brands
|Jonathan S.||Executive Creative Director & Partner||CO|
|Abby S.||Director, Client Services||CO|
|Paul S.||Account Director||CO|
|Jeremy S.||Creative Director||CO|
Score 72 - Account in Jeopardy: Daiya Foods shifts executive team, launches new campaign amid spend increases
incumbent CEO Terry Tierny retired as of September 5. Daiya is looking for a permanent CEO replacement, as well as a replacement VP of marketing. Lynch has been with the company since May 2012.
The brand also tapped social media coordinator Alison Gray, who joined in April following a five-month tenure as social media & marketing coordinator at BG Health Group, and marketing coordinator Joseph Dutton, who started in April following an 11-month tenure as marketing coordinator at Pink Triangle Press. Brand experience coordinator Brooke Taylor left in July to join Vega as shopper marketing specialist.
These personnel shifts signal agency changes are imminent, so agency readers with CPG food experience should reach out for work. Competition will likely include creative AOR new campaign.
Note: Daiya Foods is headquartered in Canada, so you might want to familiarize yourself with its Anti-Spam Law (CASL) before reaching out.
Sellers -- the new campaign, created with the help of TDA Boulder, promotes their Cheezy Mac line with the tagline "The Comfort Food That Loves You Back." It is their largest US-based campaign to-date with a budget exceeding $1 million, according to MediaPost. It features actual, sweet-talking boxes of Cheezy Mac that will be available through in-store promotions and a social media contest, digital, social, mobile and print.
Banner ads promoting the talking box will run on Hulu, Pinterest, Instagram and Facebook, while banner ads promoting comfort food as a whole will run on Kitchn and other wellness sites. Mobile advertising will be geo-targeted to those near a Daiya retailer. The print ads will run in magazines like People and Every Day with Rachael Ray.
There should still be time to secure revenue from the new campaign, so sellers who can reach their dairy-averse and vegan audience or comfort food seekers (think fans of recently defeated sports teams, empty-nesters and those who recently went through a breakup) should reach out. Afterwards, look for dollars tied to their top spending periods: back-to-school (Q3) and Q2 (grilling season).
Expect more marketing pushes and increased spend in the near future as Daiya continues to grow. They recently released new vegan cheese sticks, herb mac & cheese, cheddar sauce, mozzarella & gouda style slices, cheddar & bac'n cheezy mac and hon'y mustard & creamy Italian dressings.
Keep in mind that it looks like they are still testing what works best for them digitally since purchase channels and ad destinations have shifted from year-to-year.
Pathmatics reports $6,100 has been spent on digital display YTD, all of which has been dedicated to this new campaign. It has been limited to banner ads placed via Google AdSense (100%) onto thekitchn.com. Spend in 2017 totaled $58,600 and was distributed from June to September. It was again limited to banner ads, but was placed via DSP Drawbridge (51%), direct (48%) and via ad network Viant (1%) onto sites like refinery29.com, answers.com, makeupalley.com, sfgate.com and bettycrocker.com.
They have used outdoor in previous campaigns.