Global specialty chemical company FMC came to us with one major need: its food ingredient portfolio lacked preference in a rapidly commoditized industry. It had a well-established product line that applied nutrition innovation to wholesome natural ingredients—like making milk shelf-stable or puddings creamier—but it had no unifying message to answer the question: why should I prefer FMC?
Yet, while it is a hungry, thirsty world, it’s also a competitive one. And that’s where desire makes all the difference—yogurt is perfect when creamy, chocolate milk is only right when chocolatey throughout, muffins must find the balance between moist and crumbly. This is the place where culinary meets science…naturally. And FMC customers’ customers demand an optimal food experience, so we built brand equity and a public relations strategy around all of the above.
Employing an aggressive, proactive earned media campaign backed by benefits-based messaging, FMC Health and Nutrition became a thought leader and industry expert in its own right. Just this year alone the business has been featured in a multitude of top-tier trade publications.
To portray this fresh way of thinking about FMC, we developed a bold look and voice for our sales and marketing tools, including tradeshow materials and collateral designed to capture the imaginations of show goers and food scientists alike. This disruptive creative palette only underscored our new, benefits-based message platform.