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Fork & Lens

Fork & Lens

By Viscul
From the award-winning team at Viscul, the Fork & Lens podcast takes a fascinating look at the challenges and rewards of marketing for the food and beverage industry. Host and Managing Director Jessica Hughes sits down with an impressive lineup of industry professionals who share insights on a range of topics, including marketing to buyers, working with agencies, and successfully growing brands. In other episodes, listeners get a peek behind the Viscul curtain as Jessica and her talented colleagues tell their favorite firsthand tales from the front lines of food and bevy branding.
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Team Takeover: Creative Critique
For our final episode of 2020, we're taking it back to 2006 when Apple introduced its "Get a Mac" campaign. The idea of talking about the competition in advertising has been around for a long time, but Apple took a slightly different approach. The Viscul team talks through the now-iconic campaign, its impact, and if it still holds up in today's world. Have a listen! If you haven't seen the campaign or need a refresher, here the entire series:
November 3, 2020
Lori Taylor: Putting a Spotlight on the Produce Department
Lori Taylor is the Founder & CEO of The Produce Moms, a lifestyle media brand and community of passionate fresh produce advocates with a mission to inspire everyone, especially children, to eat more fruits and vegetables. For ten years, Lori sold fresh produce to over 300 grocery stores throughout the United States. Today, Lori and her team are fully focused on educating consumers about fresh produce. In today's episode, she and Jessica spotlight the produce department and talk about where these products we see every day may be coming from.
October 21, 2020
Kasey Sheffer: Curating & Marketing a Private Brand Label
Today, we look at what 17 years of progressive experience in brand strategy, development, and deployment look like from Kasey's perspective. We dive into customers' needs and how to stay relevant in an ever-changing and developing market.
October 13, 2020
Team Session: Client Collaboration
In today's episode we're talking with the Viscul team about collaboration. Specifically, how a client can interact with their agency partners and how important it is to keep the lines of communication open throughout the process. 
October 7, 2020
Rynn Caputo: Doing Good Through Partnerships
There's nothing Rynn Caputo can't do. Today we discuss her journey from quitting her corporate job to starting Caputo Brothers Creamery, and the partnerships built along the way. 
September 29, 2020
Chad Harvey: Alignment Matters
Chad Harvey is a business coach and strategist who believes that every leader is on their own journey. In this episode, Chad talks about alignment and what impact that has on an organization as a whole.
September 22, 2020
Brenda Briggs: Quality Control When You Can't Control Quality
Growing, packing, and selling fruit can have its ups and downs. In this episode, we're talking with Brenda Briggs, VP of Sales & Marketing with Rice Fruit Company, about how they work to control quality for a product whose quality is also influenced by many external factors like weather. And, we take an inside look into what growing local really means to the people involved. 
September 15, 2020
John Bowser: Media Channel Trends
Navigating the digital media landscape can be tricky, especially in the wake of the pandemic. Today we're talking John Bowser, President and CEO of Target Media USA, about his thoughts on the current media marketplace, what trends his company is starting to evaluate and how they plan to move new strategies forward to help their clients.
September 8, 2020
Team Session: Creative Critique
Today we're getting our team involved, and we're looking a campaign together that Ford recently ran for their truck lineup. In the advertising world, we're continually looking at the work that's all around us. How can we learn from what was created, how can we use similar ideas in the work we do, what's working, what's not? As we talk through this today, you'll get an inside look into how we analyze a campaign. We'll then talk about how we can bring some of these ideas to marketing food and beverage brands. HERE ARE THE ADS WE'LL BE DISCUSSING TODAY Ford: Tow it Ford: Move it Ford: Hard work
September 1, 2020
Building Trust: Part 2
Part two is here! As we know, building trust with customers is essential. Last we spoke about how big brands can do this, and this week, we'll discuss how challenger brands can do the same. In many ways, challenger brands have a leg up with a smaller, sometimes more trusting audience, but they have a significant responsibility to get it right. Listen now!
August 25, 2020
Building Trust: Part 1
Building trust with customers is something every brand needs to accomplish on some level. We're super excited to kick off this two-part series on doing just that. In this week's episode, we're talking through four ways in which big brands can build trust and form a stronger connection with their customers. Then, next week, we'll discuss how challenger brands can do the same. Stay tuned.
August 18, 2020
Gregg Dorazio: Launching an eCommerce Platform
Launching an eComm platform is no easy feat, especially for a large retailer in an extremely demanding environment. Gregg Dorazio is the eCommerce Lead with Giant Food, the leading grocery retailer in the Washington, D.C., and Baltimore regions. Today, we’re delving into how he and his team pivoted Peapod, their previously used and well-recognized platform to bring Giant Delivers and Giant Pickup to life for the current needs of the market.  
August 11, 2020
Ben Wenk: From Producer to Manufacture
Ben Wenk is a seventh-generation fruit farmer in Adams County, Pennsylvania. He and his family own Three Springs Fruit Farm and are makers of Ploughman Cider as well. In this episode, we talk about the farm's transition to retail through farmer's markets in the D.C. area and how listening to their customers has opened doors to manufacturing actual product lines. 
August 4, 2020
Team Session: Video Best Practices
When it comes to marketing food and beverage brands with video, the possibilities are endless. In this episode, the Viscul team has an open discussion around storytelling, when and how to introduce your logo, how long your videos can be, how to shoot for different platforms, and more. 
July 28, 2020
Making Your Agency an Extension of Your Team
Randall and Jessica are talking best practices to make an agency an extension of your in-house team. If you want a true partnership and a collaborative relationship, you can't keep your agency at arm's length. Instead, you need to keep them in the loop like another department in the organization. 
July 21, 2020
Cindy Poiesz: Knowing Your Growth Strategy
Cindy Poiesz started Supernola like many - through friends and family, farmers markets, trial and error. When she knew she had plateaued in her growth, there were two options - increase margins or seek out investors. Listen in as Cindy walks through her decision-making process based on her background in investment finance, how she acquired Gorilly Goods and developed Evolve Brands, moved operations from PA to WI, and landed a national account. 
July 14, 2020
Toni Calderone: COVID Can't Stop Me
Since the moment I met Toni Calderone, I knew she was a force and COVID proved me right. Join me as I sit down with the restauranteur and CEO of O.N.E. Hospitality, to discuss how she is not just survived but thrived over the past several months and planning for the future.
July 10, 2020
Team Session: Creative Review
In today's creative review, our team is discussing Apple's Slofie campaign. Join us as we discuss the possible insights, technical moves as well as overall critique of the campaign and how it can apply to the food and beverage industry.  Links to content:
July 10, 2020
Meaningful Content: Part 2
On Part 2 of Meaningful Content, Randall and I are discussing how to distribute meaningful content in the most cost-effective manner. How to address all of the mediums open to your audience and being purposeful. 
July 10, 2020
Meaningful Content: Part 1
Don't put content out for quantity's sake. Content is still king and quality is queen. Join Randall and I today as we give our perspective on how to produce meaningful content to break through the noise. 
July 9, 2020
Team Session: Killing Your Darlings
Creativity applied to business can stir up many feelings for an artist. Often times, works of art need to be edited for clarity, differing perspectives, and so much more. Today, the team talks about what it is like when their darlings are removed by themselves, via internal review, and even by the client. 
July 9, 2020
John MacDonald: Rebranding Two Companies in Four Years
John MacDonald, Director of Marketing  Operations at The Giant Company, as well as the former CMO of Giant Food, joins us today to discuss rebranding. Over the past four years, John has played an integral role in transitioning the brands of both The Giant Company and Giant Food. Listen in on the journey traveled, lessons learned, and so much more. 
July 8, 2020
Overcoming Fire Fighting & Mission Creep
Randall and I spent years running around in a reactive state. Over the past two years, we have transitioned from being reactive to proactive - a mindset that takes work and planning but drastically reduces stress. Listen in to hear how we made the transition and how to do it yourself. 
July 8, 2020
Claudia Williams: Authenticity Starts Inside the Organization
Authenticity has become a buzzword in marketing and branding over the years. However, before authenticity can make its way into external messaging, it needs to start at the relational level of co-workers, leadership, and employees internally. Join me as I discuss how this is possible with Claudia Williams, speaker, coach, and Vistage chair as well as the founder of Frientorship®. 
July 7, 2020
Seth Sirbaugh: Preparing to Work with an Agency
Working with an agency is as much about chemistry and strategy as it is about the portfolio. Join me as I discuss how to prepare yourself to work with an agency with a close friend, agency owner, and all-around talented creative, Seth Sirbaugh of Tribe. Seth and I break down what you should be looking for as well as how to prepare financially for the investment in strategic and stellar creative. 
July 7, 2020
Fork & Lens: An Introduction
Welcome to the Fork & Lens podcast! Take a listen to find out what is in store as Managing Director, Jessica Hughes, and Creative Director, Randall Hughes, introduce themselves and their vision for the podcast. 
July 7, 2020