Welcome
to
The Field Advantage.
Looking to elevate your brand?
To take insights about your consumers, your brand, and culture, and transform them into strong and clear brand foundations?
To build a brand strategy or creative platform?
To activate in a powerful, 360 way?
Specializing in brand strategy, The Field Advantage will partner with you to customize unique solutions and ways forward for your brand. You’re part of the process, because no one knows your brand like you. And no one combines marketing expertise with a collaborative, curious, and communicative approach like
The Field Advantage.
Let’s work together!
Field Guide: Case Studies
Foundations
Blowing the dust off a legacy brand
Velveeta… creamier than other cheeses, sure. But also a little… dusty. Velveeta was losing relevance, particularly among young consumers who know it’s creamy, but don’t really view it as somethign for them. But why should something so good make you feel bad?
The real opportunity - to reposition Velveeta as not just a creamy product, but as a pleasure brand worthy of swagger. Because for an ultimate pleasure seeker, outrageous pleasure is a way of life.
The result? Stabilizing household penetration among younger households, and +5% sales.
Strategy
Driving occasion growth with a key cohort
The Philadelphia brand was facing a challenge… the primary usage for it’s brick format is cheesecake, especially at the holidays. But their growth cohort wasn’t making cheesecake. How could Philadelphia gain the attention of trendy Millennial bakers who think cheesecake is boring?
By leveraging the “Is it Cake?” trend to show up everywhere you’d see holiday gifts, breaking through the clutter and presenting cheesecake (made with Philly of course) in fresh, unexpected, yet delicious ways.
The result? +12% increase in consideration for baking cheesecake among Millennials.
Activation
Flipping problem to opportunity
Everyone has heard about how expensive and scarce eggs have been. But not everyone has heard of Just Crack an Egg, a tasty breakfast solution where you just add an egg. But what do you do when there aren’t many eggs to help drive awareness and trial?
With “Just Date a Farmer,” we flipped a problem to an opportunity. You know who has eggs? Farmers. By offering a free subscription to FarmersOnly.com with the purchase of Just Crack an Egg, we got attention and trial. (How you get the eggs is up to you!)
The result? +57% awareness.
Meet Anne!
Anne is a highly knowledgeable brand strategist, passionate about growing brands across sizes and life stages. She has a proven track record of repositioning legacy brands and building innovative creative platforms to bring them to life.
She has over 16 years of experience in the food and beverage industry. Her background in business and general management couple with her passion for creativity to create a unique advantage.
Anne is also a travel planning enthusiast, avid reader. and creative cook. Though she can be found most often cheering on the sidelines at volleyball, softball, and soccer games!
Field Goals: What to Expect
• “3 C’s” – Curiosity, Creativity, and Collaboration
• Art & science - Business savvy stemming from deep knowledge of consumer and industry + a passion for communications, design, and media
• Customization & creativity – this is not a one-size-fits-all game
• A positive, action-oriented partnership mindset