The NOSH Podcast: Why A Refined Rollout Strategy Will Determine Your Runway
Episode 21
Nosh Staff
In this episode:
On this week’s show, NOSH editor Carol Ortenberg, editor-in-chief Jeff Klineman and reporter Adrianne DeLuca talk about some notable, viral marketing campaigns as well as some tips, tricks and potential trends for Expo West. Later, Carol chats with Bobo’s CEO TJ McIntyre about the common missteps he believes brands make when they approach innovation and growth in tandem.
Show Highlights:
02:22: The NOSH team talks through how Three Wishes used a TikTok trend to promote their own rebrand as well as the ‘nepo babies’ that appeared in Silk’s plant-based iteration of the iconic Got Milk campaign.
06:34: The discussion then shifts toward Expo West and the team shares some handy supplier sorting strategies, how they intend to tackle the troves of booths and what they are looking out for on the floor this year (Hint: Adrianne wants to meet all the millet makers)
21:10: TJ reigns in brand expectations about launching new innovations. He also explains why he believes introducing a new product to work your way out of business and financial troubles is a big mistake.
36:19: What happens to your margins when rapid innovation is the near-term goal? TJ said in his experience, the business quickly ends up building off pennies instead of cash and long term, can lead itself right to extinction.
“If you’re going to come out with new innovation and put it into another category, don’t believe in your own hype that people are going to follow you there.”
-TJ McIntyre, CEO at Bobo’s
About the NOSH Podcast
The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food.
New episodes are released every week. Send us comments and suggestions anytime to podcast@nosh.com.
Show Highlights:
This week the team talks viral marketing campaigns and details some tips and tricks for Expo West. Later Bobo’s CEO TJ McIntyre explains about common missteps brands make when approaching innovation and growth in tandem.
About CPG Week
CPG Week is the podcast that explores the latest happenings in the consumer packaged goods industry. Join our seasoned reporting team as they dish out the week’s stories in quick, easy-to-digest episodes. Catch up on the top headlines of the week, dive into exclusive insights with the BevNET and Nosh teams, and set yourself up to make more informed business decisions. Tune in to stay up-to-date on the latest developments in the dynamic world of packaged food and beverage.
New episodes are released every week. Send us comments and suggestions anytime to cpgweek@nosh.com.
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