17 Dec Steel Branding Caps Strong Growth Year with New Clients in Consumer Packaged Goods Industry
AUSTIN, Texas (December 17, 2014) – Steel Branding, a brand-focused communications firm, announced today that their innovative approach, focused on targeting the family, continues to drive results and attract new clients – especially in the consumer packaged goods (CPG) arena. Recently recognized by Inc. Magazine as one of the nation’s fastest-growing private companies, Steel signed on several top Texas food companies last year, including leading brands such as Fisher and Wieser, Mom’s Pasta Sauces and Soups, and The Mediterranean Chef, maker of Grandma’s Humus.
Steel started their CPG practice in 2004, under the leadership of Partner, Cheryl Habbe, who brings a wealth of experience to the group. Her past clients include top brands such as Pepsi, Gatorade and Frito-Lay. Under her leadership, Steel Branding has made several strategic initiatives to grow their category expertise, including the creation of Kiddo Consultants™ and the addition of new hires such as Crystal Cook, NYT’s best-selling cookbook Author and Co-owner of Casserole Queens.
Steel Branding launched its junior consultant program – “Kiddo Consultants” – in January of this year, after recruiting thirty kids from the greater Austin area. Steel Branding’s Kiddo Consultants was developed to receive direct input and honest feedback from kids, on products targeted to them and their families. Early next year, Steel will be hosting their next Kiddo Consultant event with The Mediterranean Chef, LLC at their humus manufacturing house to learn about product distribution and to help develop the identity of their new brand characters.
“Our CPG clients’ value working with Steel because our family targeted tactics have proven successful into selling in to high density households”, says Kirsten Cutshall, President.
Both new hires and family targeted tactics have attributed to Steel’s unique methodology called “Adthropology™”. Adthropology is a practice designed to look at the marketing activities of a client’s business through the lens of social behavior, relationships and social phenomena to understand how consumers see brands, purchase products, and develop an affinity for particular messages and images. This has helped the agency develop an expertise in marketing into family life, along with a focus on branding development of consumer products and services.
About Steel Branding:
Steel Branding specializes in marketing to families. Based in Austin, Texas, Steel is a collective of national creative, marketing and technical talent that is dedicated to helping its clients rise above the noise and succeed in the marketplace. Rather than merely focusing on a capability, market or tactic, Steel uses Adthropology™ to gain insight into the social dynamics and habits unique to today’s busy family. Steel helps integrate brands into the modern family in a way that will drive spectacular growth.