Leading up to the Produce Marketing Association’s Fresh Summit trade show each year is always an exciting time here at McDill. 2019 was certainly no exception and it’s leaving us feeling like it’s one for the memory book. A Cosmic Launch A major highlight was our trade launch of the Cosmic Crisp® apple. We…
Following an all-time low dip in the Edelman Trust Barometer, there’s been a powerful shift in consumer expectations when it comes to a company’s values and the authentic means taken to exhibit them. Consumers want to feel good about where their money is spent, and the brands that become worthy of their trust are also…
Of all the types of projects we work on, a package revamp just might be our very favorite. Maybe it’s because we love dissecting every inch of each panel. Or maybe it’s because we truly understand how critical it is to build a brand. Honestly, it’s probably because we’re just suckers for a really good…
April always feels like a fresh start. It’s more than just the change in weather—it’s the ideal time to reassess your marketing direction for the year. And as we look ahead, we’re offering tips to keep your event marketing fresh all year long with 5 lessons learned at this year’s Expo West. Lesson One: Brands…
It’s that time of year again, awards season. And for us, the ADDY Awards are like our Oscar night. We get dressed up, we head “over the hill” to downtown San Jose and we rub elbows with the much-more-slick agencies that serve Silicon Valley. As you can imagine, all agencies participating in the ADDYs do…
BrandStorm is a project of the United Fresh Produce Marketing & Merchandising Council, where produce marketers, both green and seasoned, come together under one cloud. The fourth annual BrandStorm is a few short weeks away! Here are five reasons you can’t afford to miss this highly energized, marketing focused conference hosted by United Fresh. 1 …
Have you ever tried grapes that are so surprisingly sweet you can’t believe they’re real grapes? If you have, consider yourself super lucky. That’s because until recently, one one variety has existed. And for those of us who have found these unicorn grapes, we will attest that they are seriously one of the best tasting…
A Lifestyle Brand…In Fresh Produce?! When we took on the Pure Flavor rebrand project, the challenge was a really juicy one—to create a lifestyle brand. The idea was that this leading greenhouse grower wanted to promote more than just it’s high quality, trusted fresh vegetables. This special company is forward-thinking enough to promote a healthy…
It never ceases to amaze us how much Expo West grows each year. 2018 brought an awesome focus on Hot Products with an extra day dedicated to emerging brands and new disruptors. Other than the trends we expected (think plant-based, functional, protein bars and healthier snacks)—there were a few things worth noticing. Watch the video…
While some of us are just warming up to 2018, others are well into the zone of making this the best year yet for trade show events. And with shows in every industry more competitive than ever, it’s critical to ensure a solid game plan is planned, executed and measured. From new product launches and…