How a Foodservice Marketing Agency Won a Project in the Seafood and Coated Foods Space
| Client Type | Food Marketing and Advertising Agency |
| Win | $100K Project, Seafood and Coated Foods Manufacturer |
| Verticals Served | Foodservice, Seafood, Coated Products, Retail Distribution, CPG |
The Challenge: Deep Food Industry Expertise With No Consistent Way to Reach New Manufacturers
This food marketing and advertising agency had spent over 45 years working exclusively in the food industry.
We tapped into their knowledge of how foodservice manufacturers think about marketing differently than retail brands, how broker and distributor relationships factor into go-to-market strategy, how tradeshow presence connects to sales pipeline, and how to build campaigns that resonate with both operators and retail buyers at the same time.
For food manufacturers trying to grow their presence in foodservice and retail distribution, working with an agency that already speaks the language of the industry, understands the channel dynamics, and has relationships with decision-makers across the food ecosystem is a big advantage.
The challenge was getting that story in front of the right manufacturers consistently enough to build a reliable pipeline. New business came through reputation and referrals, but not on a schedule anyone could plan around.
Why Outsourced New Business Made Sense
The decision fins a new agency usually involves brand or marketing leadership, sometimes sales and distribution teams too, and it can take time.
Getting into those conversations early, and staying visible through the evaluation process, requires outreach that goes beyond a single email or tradeshow conversation.
RSW/US assigned a dedicated New Business Director to work on the agency’s behalf, reaching brand and marketing decision-makers at food manufacturers across foodservice and retail distribution through the RSW tech stack, phone, email, LinkedIn, and direct mail.
The messaging spoke to the challenges those teams face in building awareness with operators, distributors, and retail buyers in a competitive and fragmented category landscape.
How RSW/US Built the Program
The kick-off focused on what made this agency’s food industry focus a differentiator for manufacturers looking to grow.
Forty-five-plus years working exclusively in the food space means they’d seen most of the challenges food brands face and developed proven approaches to each one: from repositioning an existing brand to launching new products in the foodservice channel to activating broker and distributor incentive programs that move the needle.
RSW/US built a targeted prospect list of food manufacturers, seafood brands, and value-added food companies with outreach built around the specific pressures those marketing teams deal with: selling through complex distribution channels, maintaining brand consistency across retail and foodservice, and demonstrating ROI on marketing investment to leadership teams that are often closer to operations than to advertising.
The Result: A Project Win with a Multi-Brand Seafood and Food Manufacturer
The agency won a $100K initial project with Tampa Maid Foods, a family-owned food manufacturer whose portfolio includes coated seafood, breaded vegetables, and licensed food products sold through foodservice and retail channels nationwide.
Learn more about Tampa Maid Foods.
Is Your Agency Reaching the Food Manufacturers That Need What You Do?
Food manufacturers are active buyers of marketing services, and the agencies that win those relationships are the ones that get in front of them before they start looking.
RSW/US can help you build a consistent program that puts your capabilities in front of the right decision-makers in the food and foodservice space.
Want to see exactly what’s included in a full program? Explore Our Offerings
Want to understand how we work day-to-day? See Our Process
Have questions before you reach out? Read Our FAQ
“`
