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Listen "#12 Ieva Lejniece from Food Union. Deep Dive"
Episode Synopsis
We’re standing by our “irregularly regular” podcast tagline. This episode once again is a bit different, we’re going back to our local roots and local brands - Kārums, Pols and more. We’re also switching the language to Latvian in this episode. Our podcast co-host and CEO of Magic Andris Rubins sat down with Ieva Lejniece, Head of Marketing at Food Union. The episode dives into loads of local and global endeavours relates to several brands underneath the Food Union.Key takeaways from the conversation:
a brand has it’s own personality, consistency in it might be the key to being on of the most loved brands in Baltic (according to Brand Capital data).
never underestimate listening to what’s important to your audience - they are your most valuable asset.
there are times when you need to get legal part in line in order to protect your brand distinctiveness.
when people use your brand in memes, embrace them! It’s a clear indicator that a brand is relevant and beloved.
audience, especially the younger audience, highly value when they have this feeling that a brand is talking with them, not to them. Humour also helps.
even when you brand has a mishap, there’s tons to learn and improve.
when working with multiple brands, it’s super important to keep the boundaries on-brand inside the team foremost and only then in communication.
And some fresh tends in food industry to keep your sights on.
Links to some stuff mentioned in the episode:
Pols and political ads: https://www.instagram.com/p/C7hQ6wPKSOE/
Limbažu piens catch song in an ad: https://www.youtube.com/watch?v=mCZpnS5z0OU
Oatly as a great brand example. Listen to our episode with Sara Hansson who told us the Oatly story: https://open.spotify.com/episode/1dBXtK3i4SnmDERLw5XW3m?si=07829be62c2e4e06
a brand has it’s own personality, consistency in it might be the key to being on of the most loved brands in Baltic (according to Brand Capital data).
never underestimate listening to what’s important to your audience - they are your most valuable asset.
there are times when you need to get legal part in line in order to protect your brand distinctiveness.
when people use your brand in memes, embrace them! It’s a clear indicator that a brand is relevant and beloved.
audience, especially the younger audience, highly value when they have this feeling that a brand is talking with them, not to them. Humour also helps.
even when you brand has a mishap, there’s tons to learn and improve.
when working with multiple brands, it’s super important to keep the boundaries on-brand inside the team foremost and only then in communication.
And some fresh tends in food industry to keep your sights on.
Links to some stuff mentioned in the episode:
Pols and political ads: https://www.instagram.com/p/C7hQ6wPKSOE/
Limbažu piens catch song in an ad: https://www.youtube.com/watch?v=mCZpnS5z0OU
Oatly as a great brand example. Listen to our episode with Sara Hansson who told us the Oatly story: https://open.spotify.com/episode/1dBXtK3i4SnmDERLw5XW3m?si=07829be62c2e4e06
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