The New Zealand-based Fix & Fogg brand, a start-up specializing in nut butters founded in 2013, is working to grow their brand awareness through collaborations with influencers and with top food brands.
The company has worked with brands such as Counter Culture Coffee, Milk Bar, Bobo’s and Smeg to bring limited edition flavors to market and promote their brand to a wider audience. Additionally, they sought out influencers such as Jake Cohen, YouTube personality Claire Saffitz and founder of the popular blog and social media outlet The Defined Dish, Alex Snodgrass to help promote their product by utilizing influencer marketing techniques.
Fix & Fogg is hoping its partnerships and influencer work will help it stand out in the crowded U.S. market. “Customers who pay attention to the descriptions are our key target audience,” said Roman Jewell, co-founder, Fix & Fogg, when asked about the focus on foodie influencers and brands. “But also those wanting something different to traditional nut butters who are attracted to our unique range of flavors.”
According to Jewell, as their brand grows and brand awareness increases, Fix & Fogg expects to develop more OOH marketing efforts to help round out campaigns, instead of keeping it limited to social media platforms such as Instagram and TikTok. It is unclear how much of Fix & Fogg’s advertising budget is allocated to influencer marketing and brand partnerships, as Jewell would not share overall budget specifics. That said, according to Jewell, 80% of the advertising work is via social media while 20% of it goes to in-store marketing at top-performing locations such as Whole Foods.
“We focus all of our digital spend on social media, specifically on Instagram and Facebook,” said Jewell. “50% of the budget is used for top of funnel awareness activity and 50% [for] driving conversions at middle [and] bottom of funnel on our online store,” said Jewell. According to the influData platform, the Instagram account of Fix & Fogg grew by 9,000 followers this year as a result of its promotional work with social media influencers. As of August 2022, there is no ad spend data available on the brand from either Kantar or Pathmatics.
According to Instacart’s purchase data, August 2021 peanut butter sales jumped nearly 10% month-over-month likely because many states across the country go back to school. Peanut butter consumption rarely fluctuated throughout the rest of the year.
Per Jewell, Fix & Fogg aims to stand out among the many nut butter offerings with “unique and innovative flavors” such as spicy Smoke and Fire as well as Cookie Butter and Everything Butter.
Currently, all marketing work for Fix & Fogg is handled by the company’s in-house marketing team at its New Zealand office. A team of two marketing professionals and one in-house designer work at the brand. They handle everything from social media outreach, giveaways, collaborations, product launches, influencer outreach and more in a small office located in Wellington. They work in partnership with a digital marketing agency, called Pilot.
It isn’t just Fix & Fogg that uses influencer and brand partnerships to enhance brand awareness in the United States. As previously reported by Digiday, direct-to-consumer period care brand Viv recently took to TikTok to build community and boost brand awareness with their educational posts.
For brands like Fix & Fogg, e-commerce presents an opportunity to experiment with new products, launch innovative marketing campaigns, and test demand before investing large amounts of capital and stock into production and inventory.
“Regional and cultural differences in taste preference across geographies make it more important than ever to leverage consumer insight from reactions before making the decision to expand to new territories and the same goes for social media influencers,” said Margo Kahnrose, CMO at the omnichannel marketing platform, Skai.
Arm & Hammer enlists TikTok influencers to help millennials, Gen Z with holiday laundry
Arm & Hammer is looking to stand out on TikTok during the holidays by creating content in collaboration with actor, cook and dad David Burtka and other influencers.
Why Shutterstock is betting on generative AI for the future of stock images
Shutterstock has begun experimenting with using generative AI, an emerging innovation that lets people enter text-based “prompts” to generate unique computer-made digital images.
Member ExclusiveDigiday+ Research check-in: Brands know recession is ahead, but are hopeful it will be shallow
Brands are showing a mix of pessimism and optimism when it comes to a recession -- most believe a recession is coming, but they also think it will be shallow, according to a Digiday+ Research survey.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Why the World Cup adds to, rather than eases, all that ails Twitter
User conversations might be on the up, but the platform is still an advertising ghost town, despite the fact that the biggest sporting event in the world is happening now.
Is the collapse of big tech’s culture overblown? Some experts think so
Some workplace experts aren’t so sure that the cushy culture that has come to define tech is coming to an end anytime soon.