As the lines between agency, brand, and manufacturer become increasingly blurred in the world of marketing, a US agency has broken the silo approach to create and launch its own FMCG brand.
LA-based Omelet, a branding and marketing company, has created Betsy’s Best – a line of gourmet nut and seed butters in partnership with Healthy Concepts Food Company.
Betsy’s Best is the first agency owned brand to be launched under Omelet Brands, a new division dedicated to creating and developing products and services for the consumer market.
The launch puts the relationship between brands, agencies, and retailers in the spotlight, and takes a new approach to the traditional path to creation of products and branding, and consumer marketing.
The creation of a new product is traditionally the realm of a manufacturer who will often turn to an agency for help with branding, marketing and promotions, but Omelet has turned this idea on its head, using its creativity and branding knowledge to take manage the entire process, from conception and product development, to marketing and sales.
“Since co-founding Omelet almost a decade ago, I have dreamt of developing a consumer brand from the beginning,” said Ryan Fey, Omelet co-founder.
While the original idea for Betsy’s Best came from Betsy Opyt, a registered dietitian and personal trainer, the product was further developed, tested, and brought to being by Omelet.
Once the product was complete, the marketing component began – which is Omelet’s specialty.
The agency has created a launch based around social media, extending across Instagram, Facebook, and Interest.
Below the line promotion for Betsy’s Best include sales and demonstrations at Farmers Markets in Southern California and Florida.
In terms actual sale of the product, Bestsy’s Best will be available online and at Farmer Markets only, with Omelet keen to lock in stockist shortly, including existing client, Whole Foods – again a blurring of the lines between agency and brand.
Inside Shopper understands Omelet is considering other product opportunities for its Omelet Brands division.
