Marriner and Knouse Foods Celebrate 10 Years of Marketing Partnership

Relationship Helps Knouse Grow Business in Foodservice Industry with Ever-Evolving Strategies

October 16, 2017

A decade into their partnership, Marriner Marketing Communications and Knouse Foods remain committed to supporting the needs of foodservice operators and chefs, while finding new ways to best serve them. Marriner, a branding and activation Agency specializing in food, beverage and hospitality, and Knouse, a grower-owned fruit cooperative with product brands including Musselman’s® and Lucky Leaf®, came together in 2007 to first launch a new website dedicated to the food away from home channel.

The execution of numerous integrated marketing campaigns helps build awareness for the Musselman’s and Lucky Leaf brands and drive sales of core products by demonstrating their relevance on today’s foodservice menus. Fueling the print and digital advertising campaigns, email marketing, public relations and sales support tools are strategic planning and proprietary industry research studies.

“In order to achieve business growth within the foodservice channel, we have to understand what is important to operators and how best to support their businesses,” Knouse Senior Vice President of Marketing Bob Fisher said. “We needed an Agency partner willing to join us in connecting with that audience by challenging the status quo, and Marriner has done just that for 10 years. The Marriner team continually brings us new ideas so we stay on the leading edge and stand out from our competition.”

Since the initial iteration launched in 2008, the Knouse website has been a core resource, with Marriner completing a redesign in 2013 and planning to embark on another refresh within the next year. Optimizations have been based on analytics and evolving digital technologies to bring the most-visited content to the forefront and refine the user experience to create the most engagement.

Additional initiatives support the launch or extension of product lines, target priority foodservice segments or focus on current industry trends. Among these were an integrated campaign introducing a unique 6-ounce BIG CUP and three Squeezables sour flavors to the Musselman’s product line; the Musselman’s Bright Apples Sweepstakes, which engaged K-12 foodservice decision makers in encouraging students to eat healthy apple sauce snacks; and a cider-focused campaign, resulting in orders of fresh-pressed apple juice, the largest of which was 3,000-plus gallons.

Marriner Partner and Vice President of Client Services Susan Gunther said, “When I think back on the 10 years, I’m so proud of what we’ve accomplished together. We’ve collaborated in positive ways to support Knouse’s business objectives and also to develop creatively impactful marketing initiatives. The longevity of this partnership is a testament to our collective efforts to keep our communications program fresh, new and exciting.”

To learn more about Marriner’s creative campaigns, visit www.marriner.com/work.

ABOUT KNOUSE FOODS

Knouse Foods is an established, grower-owned fruit cooperative and food processor for apple- and fruit-related products. The cooperative includes fruit growers in the Appalachian region of Pennsylvania, Maryland, Virginia, West Virginia and the Midwest. Known for its environmental stewardship, Knouse Foods is committed to ensuring all of its products meet the highest standard for taste, quality and consistency. Product brands include Musselman’s® and Lucky Leaf®. For more information, visit www.knousefoodservice.com.

ABOUT MARRINER

As a branding and activation Agency, Marriner Marketing Communications has been a leader in providing integrated solutions for the food, beverage and hospitality industries for nearly 30 years. Clients count on Marriner for effective, Clarity-driven communications to address a wide variety of business opportunities and champion the voice of the consumer. Marriner’s Clients include such notable brands as Butterball, Campbell’s, Choice Hotels/Cambria, Dannon, Knouse Foods, Maryland Office of Tourism, Perdue Farms, Plastics Industry Association and Vulcan. For more information, visit www.marriner.com.

For media inquiries, contact Hannah Force at 410-715-1500 or hannahf@marriner.com

view more