The name “ICL Food Specialties” is a relative newcomer to the food ingredients industry, however its parent companies are not. A result of the merger between two leading suppliers, ICL Performance Products and BK Giulini, this new division produces high-quality food ingredients that enhance the properties, performance and quality of dairy, bakery, beverage and meat products.
Enrich was asked to help develop a brand strategy for the new group — to give it prominence within its own organization and the global food industry. The new division was strategically launched at the Institute of Food Technologists (IFT) 2013 Expo with a new tradeshow booth, positioning, advertising, promotions and collateral materials.
Beth Warren, the current Global Marketing Communications Director, approached Enrich to establish the new look and brand language, even before she began her new job with the organization. It was important to demonstrate to the management team how this division would function, while simultaneously and strategically positioning ICL Food Specialties within the industry. Having already enjoyed a long history of providing great products, separating food from the other performance products was an opportunity to allow specific offerings to shine.
The Enrich team took key items into consideration: a notoriously hyper-competitive food ingredient industry; a crucial need to gain internal support for the new division; and the importance of the tradeshow booth’s structure and design as the basis for the launch of the ICL Food Specialties brand.
Since 2012, Enrich has been an integral partner in ICL Food Specialties’ marketing efforts. Working directly with the global marketing team, new materials are constantly being developed to meet this growing organization’s needs in innovative ways. A video series and various collateral pieces showcase markets, products, functionalities and applications worldwide while custom photography forms the foundation for an ongoing global ad campaign. Specially-designed tradeshow exhibits drive the organization’s continued success in North America, South America, Europe and Asia and worldwide marketing efforts are further informed by the global brand guide which ensures a consistent message and look.
- In the division’s very first year, the viability of ICL Food Specialties within the North American market was established — and then it went global.
- Tradeshows held around the globe continue to be wildly successful, garnering interest from new customers and partners.
- Internal support of the ICL Food Specialties division is strong. An expanded technical center for the US market debuted in March 2016 and a new Brazilian technical center opened in May 2016.
- Currently, the food specialties business is the fastest growing segment within the ICL organization, reflecting a 17% sales increase from 2014 to 2015.