Case Study: International Ingredient Corporation (IIC) Marketing Hook
One of the great things about being in our line of work is that we get to meet a lot of interesting people and work with a number of fascinating companies and organizations. As a marketer, you’re constantly looking for a marketing hook, something unique that separates this business or this product from another one. One of the pleasures we have found in working with so many of our clients is that we often face the delightful conundrum of having to choose which hook to use first.
This was the case when working with International Ingredient Corporation. IIC is dedicated to animal and pet food nutrition through the development of specialty feed ingredients. These ingredients go into a broad range of products for companion animals, dairy & veal calves, dairy cattle, equine and even aquaculture and bees. Although their biggest category is manufacturing the ingredients that go to the producers of swine feed.
One of the most interesting things about IIC is the efficient and admirable approach they have taken to sourcing their ingredients. Raw materials and finished products are carefully analyzed as part of their rigid quality control program with full traceability at every phase. They upcycle it, clean it, dry it, refine it, and utilize that for their end products. Not only do they use products like bacon, cheese, mild proteins, fats & oils and, they even repurpose broken candy. Part of their process is to extract the natural sugars which are then refined to be an additive for various animal feed brands. The ultimate objective is to help brands deliver high quality animal feed with increased palatability. Plus, this ensures that valuable resources don’t go to waste or into a landfill.
Needless to say, they have a great story to tell. Initially we were tasked to provide them with an updated look to their 50-year-old logo. We worked closely with their senior management team to create clean, contemporary representation to their logo that is now used across all of the companies branding. This initial project then led to a totally redesigned website in 2021 to give them a better showcase for their work and products.
Most recently, we had the joy of getting to tell some of the story behind IIC and created a series of videos featuring their employees. The company overview video as well as a series of vignettes, placed a spotlight on the Ph.D.’s, researchers and dedicated team members. This was a great way for the spirit and familial atmosphere of the company to be front and center. Not only is their work unique and inspiring, the people who do that work every day are just as unique and inspiring themselves.
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