ISP Corporation’s Food Ingredients Division provides additives for manufacturers of prepared foods. Their ingredients ensure ease of processing as well as lip-smacking texture, and go into everything from sweet desserts to fried onion rings. To better leverage ISP’s unique selling proposition, a new marketing strategy was called for to re-position ISP, giving more emphasis to their scientific research and custom blending capabilities, which provide customers with unique ways to improve their products using ISP ingredients.
The industry-wide image campaign – Adding Value to Food – which Vamcom developed with the ISP Marketing Department does just that. It re-positions ISP from a chemical additives company to a research and marketing partner offering just the right products. And, it sets the stage for early relationships in the new product development cycle.