Marketing for food and beverage manufacturers
Ranging is protected by rate of sale, so the programme is built around the review calendar and the demand evidence that goes into it.
Where the money moves.
The calendar runs the year. Category review windows at Coles and Woolworths are fixed, the buyer presentation date is known months out, and every marketing decision either arrives with evidence before that meeting or arrives after it. A head of marketing in this category is working two audiences at once: the buyer deciding whether a line stays ranged, and the shopper whose rate of sale per store per week makes that decision for them.
Consumer demand is the only argument that survives a range review. Scan velocity is the number in the room, and it is produced by everything happening off shelf: brand search climbing in a state where distribution just widened, a format that keeps selling out in one banner, an audience that recognises the pack from a feed before it meets it in an aisle. Media spend here is not brand building for its own sake. It is protection for a listing you already fought to win.
Claims sit inside a hard boundary. FSANZ labelling rules, Health Star, country of origin, allergen statements and whatever the pack legally supports all govern what an ad can say, and a creative team that discovers those rules at review stage burns weeks. Ignis writes to the label from the first draft, with your technical or quality lead reviewing claims before anything runs. That keeps legal review a formality rather than a bottleneck at the exact moment a promotional slot locks.
Foodservice is a different business wearing the same brand. Chefs, venue groups and the distributor reps at the majors buy on case size, yield, consistency and the confidence that a delivery lands the same way in twelve weeks. Retail creative rarely translates. Ignis runs both audiences from one in-house team, with your ad accounts, pixels, domain and creative files in your company's name, and reporting written against ranging, distribution and revenue.
What we run.
Range review evidence
A pack assembled for the buyer presentation: brand search trend by state, social reach and engagement, sampling and activity in the trade area, paired with whatever consumer data you can put beside scan. Built to the review date, not to a media schedule.
Consumer pull
Meta and TikTok creative shot around the product in use rather than the pack on white. Enough weight in the states where you hold distribution to move velocity, cut to the formats that actually run, refreshed before fatigue shows up in cost per result.
Retail media at the shelf
Cartology and Coles 360 placements aimed at the search a shopper runs inside the retailer's own app, plus the category terms the rules allow. Measured against units moved rather than clicks recorded.
Foodservice as its own audience
Chefs and venue groups buy on yield, consistency and case configuration. Separate content, separate search terms and separate outreach to distributor reps, with application ideas that give a rep a reason to open the conversation.
Claims-safe creative
Every headline drafted from the approved label and specification, checked against FSANZ requirements, Health Star, allergen and country of origin rules before layout. Your quality lead reviews once, not five times, because the constraint was designed in.
Questions we get asked.
It pays back through rate of sale. Media that lifts recognition, trial and repeat in the states where you hold distribution shows up as velocity per store per week, which is the number a buyer uses to keep or cut a line. The return is the ranging you retain, plus whatever direct and marketplace revenue runs alongside it.
That date sets the plan. Work is scheduled backwards from it so demand evidence, creative and consumer activity peak before the presentation rather than after it. Once the review passes, the same programme shifts to protecting velocity through the first promotional cycles, which is where new listings are most often lost.
Your quality or technical lead does, and we write so that review moves quickly. Claims are drafted from the approved label and specification, checked against FSANZ requirements, Health Star, allergen and country of origin rules before layout, then kept consistent across pack, retail media, social and trade material.
Same team, separate programme. Chefs, venue groups and distributor reps respond to yield, case configuration, consistency and application, not to consumer creative. Foodservice runs with its own content, its own search terms and its own trade outreach, sharing the brand and the production capacity but never the messaging.
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
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