Strategic Communications Planning
Marketing Communications Program Execution
Crisis Mitigation and Reputation Management
Branding
Influencer
Engagement
Thought Leadership
Event Management
Media and Presentation Training
Our areas of expertise are diverse, while our team remains 100 percent focused on food, nutrition, and well-being.
If seeing is believing, then look at the myriad ways
The Ginger Network has been helping clients
Building a Brand and a Movement
Creating a Category-Building Campaign
Rebranding a Global Organization
Launching a New Food
Edifying the Power of the Microbiome
Flipping the Narrative to Generate Relevance
Repositioning a Familiar Favorite
Cultivating Partnerships to Build Business
Bringing Thought Leadership to a New Level
Building a Brand and a Movement
Since 2015, The Ginger Network has led the development and execution of National Family Meals Month, which has now become the Family Meals Movement.
Amassing more than 2 BILLION media impressions annually, the campaign produces a measurable impact on awareness, attitudes, and behavior:
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55% American households with children saw or heard campaign
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97% saw the campaign & say it impacted their shopping habits
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93% Americans sharing more meals with others plan to continue doing so
Creating a Category-Building Campaign
TGN was engaged by Bush Brothers & Company® to create an unbranded category marketing campaign to increase awareness and understanding among Registered Dietitian Nutritionists (RDNs) of the innumerable health benefits of canned beans.
The laser-focused strategically targeted messaging resulted in measurable results among both RDNs AND consumers:
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94% of RDNs now report making a conscious effort to include canned beans in their own diets — up from 76% in 2020
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89% say they are likely to recommend canned variety beans — up from 75% in 2020
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22% of Americans nationwide report eating more beans than they did in 2020
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43% say they are hearing more about the health and nutrition benefits of beans
Rebranding a Global Organization
ILSI Global came to TGN in search of a fresh new brand identity to symbolize its renewed commitment to scientific integrity, transparency and its crystalized strategic focus.
For more than 40 years, ILSI, formerly known as the International Life Sciences Institute, has specialized in convening scientists from academia, public and private sectors to collaborate on scientific topics of global public interest.
ILSI’s new brand and logo distinguish the organization from others in the space.
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The colors overlay each other, emphasizing the working together of the different sectors and the harmonious collaboration, while also communicating transparency.
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The circle represents the organization’s global and international focus while also being a symbol of security and sustainability.
Launching a New Food
Wish Farms, a global fresh berry supplier, engaged TGN to lead the national launch of the nation’s newest fruit, the Pineberry.
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Dubbed by TGN as the Celebrity of Berries, a comprehensive national communications campaign ensued to generate widespread visibility for this unique and delicious fruit. Within three short months, TGN:
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Catalyzed widespread social media influence among high profile celebrities including Kylie Jenner, FoodGod, and multiple elite nutrition communicators.
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Inspired more than 5,000 media stories and social posts.
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Secured coverage in leading publications including US News and World Report, Pop Sugar and Today’s Dietitian.
Edifying the Power of the Microbiome
TGN was enlisted to help launch a first-of-its-kind synbiotic, Pendulum Glucose Control, clinically proven to help reduce A1-C among individuals with Type 2 diabetes.
TGN created a targeted health professional marketing and communications campaign to raise awareness for the product’s mechanism of action and the published science supporting its efficacy.
Through high profile influencer events, digital education and strategic messaging, TGN measurably increased awareness for the product and its supporting clinical evidence.
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2x Educational event doubled number of attendees who felt knowledgeable about the emerging science on the topic of gut health and the microbiome
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70% of event attendees said the educational session increased their confidence in Pendulum Glucose Control’s efficacy and its supporting science
Flipping the Narrative to Generate Relevance
Armed with research that revealed health professionals and consumers had negative perceptions of “processed meats,” TGN led the charge for the North American Meat Institute to change the narrative when referring to deli case offerings.
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“Prepared meats” soon became a staple in consumers’ consideration set.
The crux of the campaign was to mobilize RDNs as surprising advocates who provide consumers with permission to eat their favorite prepared meats in moderation. Along the way, an arsenal of creative ideas took shape:
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Beefshi gave prepared-meat-loving consumers a way to enjoy the trending sushi concept.
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National Deli Meat Month showed ways to enjoy prepared meats during National Nutrition Month.
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Wiener Wednesday was named the most viral food TikTok campaign to date.
Repositioning a Familiar Favorite
TGN was challenged to help the Grain Foods Foundation address the demonization of carbohydrates as well as refined/enriched grains since RDNs have fully embraced the “make-half-your-grains-whole” messaging from the Dietary Guidelines from Americans. DGAs ONLY call for half being from whole grain sources, but RDNs ONLY promote whole grains.
Through strategic messaging, responsible education and high-profile engagements, RDNs were empowered to educate consumers about the critical importance of consuming enriched grains for important nutrients.
Campaign efforts created a groundswell of visibility for the nutritional value of including enriched grains as part of a healthy diet (more than 60 national placements generated within one month) helping consumers understand that “Grain foods are the foods we love that love us back!”
Cultivating Partnerships to Build Business
TGN facilitated the partnership between national commodity groups to help showcase the value of combining delicious foods to add versatility, nutrition and great taste to balanced plates.
Powerful Pairings positions participating partners’ products as excellent choices for today’s family meals.
Key influencers and media have been engaged to promote family meals messaging while educating about the combinations of pulses, sorghum, whole grains, pork and walnuts as delicious, nutritious, and ingenious solutions.
The campaign was awarded the Gold Plate Award by the FMI Foundation based on its expansive and innovative approach.
Bringing Thought Leadership to a New Level
In 2016, TGN flipped the model of thought leadership and conceived an entire new way for food influencers, experts and industry to connect.
FoodFluence is the only food and nutrition thought-leadership conference created by food communicators for food communicators.
FoodFluence is unlike any other forum because the agenda is completely defined by the meeting delegates—not by meeting sponsors.
One hundred percent of the meeting participants to date have reported that “FoodFluence provided exceptional experts to address topics of most interest to me.” Today, FoodFluence is widely regarded as the premier thought-leadership nutrition conference.
