How a Foodservice Marketing Agency Won a $120K Project with an Iconic Condiment Brand
| Client Type | Food Marketing and Advertising Agency |
| Win | $120K Project, McIlhenny Company / TABASCO® Brand |
| Verticals Served | Foodservice, CPG, Condiments, Food & Beverage, Retail |
The Challenge: A Food Agency With Real Category Depth and No Consistent New Business Engine
This food marketing and advertising agency focused exclusively on the food industry.
They understood how food brands navigate the foodservice channel, how to build programs that work with brokers and distributors, how tradeshow presence connects to sales conversations, and how to develop brand strategies that resonate with operators, retail buyers, and consumers at the same time.
The challenge was getting in front of enough of the right clients on a consistent basis.
Major food brands evaluate agency partners carefully, and this firm needed a program that could generate consistent outreach to food manufacturers and brands without pulling the team away from active client work.
Why Outsourced New Business Made Sense
Major food and condiment brands operate through multiple channels simultaneously, retail, foodservice, and direct to consumer, and their marketing decisions involve brand teams, sales leadership, and sometimes category managers all at once.
Getting a serious conversation started with those organizations requires patience, multiple touchpoints, and messaging that speaks directly to the specific challenges those teams are working through.
RSW/US assigned a dedicated New Business Director to work on the agency’s behalf, reaching brand and marketing decision-makers at food manufacturers and condiment companies through the RSW tech stack, phone, email, LinkedIn, and direct mail.
The outreach was built around what made this agency’s food industry focus valuable to brands that needed a partner who already understood the category without needing to be brought up to speed.
How RSW/US Built the Program
The kick-off focused on what 45-plus years of food-only agency experience means in practice: understanding how foodservice operators think about menu decisions and ingredient sourcing.
RSW/US positioned the firm as an expert industry insider, with a specific narrative: we build brand stories that work at the point of sale and throughout the distribution chain.
Backed by the institutional memory of hundreds of trade shows, this firm brought the specific relationships and market dynamics required to win in this space.
RSW/US built a targeted prospect list of food manufacturers, condiment brands, and specialty food companies where the agency’s deep foodservice and category expertise was directly relevant. Outreach was designed to speak to the specific challenges those marketing teams face in building brand equity across channels while also driving measurable sales results with operators and retailers.
The Result: A $120K Project with McIlhenny Company / TABASCO® Brand
The agency won a $120K project with McIlhenny Company, the makers of TABASCO® Brand, one of the most iconic hot sauce brands in the world with more than 150 years of history and distribution in over 195 countries.
For a food marketing agency whose practice was built around connecting food brands to their audiences in the foodservice and retail channels, winning a project with a brand of this scale and recognition was a direct result of consistent, targeted outreach.
Learn more about TABASCO® Brand.
Is Your Agency Getting in Front of the Food Brands That Should Know About You?
Food manufacturers and major condiment brands are active buyers of marketing services.
RSW/US can help you get in front of the right decision-makers in the food and foodservice space before they start looking.
We build the program, generate the right meetings, and help move opportunities forward.
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