How a Performance Branding Agency Won a $1.5M AOR in the Specialty Food Space
| Client Type | Performance Branding Agency |
| Win | $1.5M AOR, Specialty Food and CPG Brand |
| Verticals Served | CPG, Food, Grocery, Retail, Foodservice, B2B |
The Challenge: A Strong Agency Without a Consistent Path to New CPG and Food Brands
This performance branding agency operated around a philosophy that integrated creative, data, and media to deliver for food brands.
It was a working methodology that produced results across CPG, retail, foodservice, and beyond.
Their client list included well-known consumer brands, and their work earned Effie recognition for effectiveness.
The challenge was getting that story in front of the right marketing decision-makers at major food and CPG companies: competitive targets where incumbent agencies hold on, relationships tend to take time, and involve longer evaluation cycles.
Getting into the conversation early, and staying visible through the process, required more sustained outreach than the agency could manage on its own.
Why Outsourced New Business Made Sense
Marketing directors at specialty food companies are evaluating multiple agency options, managing incumbent relationships, and working through internal approval processes.
The agencies that win those pitches are usually the ones that got into the conversation early and built enough familiarity to be taken seriously when the review opened.
RSW/US assigned a dedicated New Business Director to work on the agency’s behalf, reaching brand and marketing decision-makers at food, grocery, and CPG companies through a combination of phone, email, LinkedIn, direct mail, and our tech stack.
The messaging spoke directly to what those teams care about: creative quality, yes, but just as important, (maybe more so) whether an agency can connect brand investment to measurable business outcomes.
How RSW/US Built the Program
The kick-off focused on what made this agency’s approach different from most.
A specific way of working where creative, data, and media worked together from the start, rather than in separate lanes.
For food and CPG brands trying to build lasting consumer preference in competitive retail and foodservice environments, that integrated approach was an initial differentiator.
RSW/US built a targeted prospect list of specialty food companies, CPG brands, and foodservice organizations where the agency’s performance-focused approach was directly relevant.
Outreach was designed to speak to the specific pressure those marketing teams face in demonstrating ROI on brand spending while also building long-term equity.
The Result: A $1.5M AOR Win Over a Well-Known Incumbent
The agency won a $1.5M AOR engagement with a specialty food company whose brands are found in grocery stores and foodservice operations across the country.
They displaced a well-regarded incumbent agency, winning the business on the strength of their performance branding philosophy and the ability to show how creative and data work together.
It was the agency’s first win through the RSW/US program, and it came in at a scale that reflected what a well-targeted new business effort can produce when the agency’s positioning is clear and the outreach puts it in front of the right titles.
Learn more about Marzetti.
Is Your Agency’s Approach Reaching the Brands That Should Hear It?
If your agency has a clear point of view on how to build brands that perform, RSW/US can help you get it in front of the right decision-makers. We build the program, generate the right meetings, and help move opportunities forward.
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
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