DuPont Launches “It’s What’s Inside” Marketing Campaign
01 Apr 2015 --- DuPont Nutrition & Health has launched a new platform to reinforce the strength of the company’s offering to customers and the food industry. Titled “It’s What’s Inside,” the positioning cites all of the key attributes that make DuPont a global leader in specialty food ingredients and food protection, with a foundation in the strength of its people – nutrition and food scientists, consumer and market insight experts, global marketers and sustainability leaders, in addition to its broad product portfolio.
“Over the last few years, we have been on an incredible journey and, with this new positioning, our goal is to increase awareness of DuPont as a leader in the food industry and to recognize Nutrition & Health as a powerful business. We want our key stakeholders to readily understand the role of DuPont Nutrition & Health in the food space and how we have developed our collective capabilities to deliver unmatched value for our customers,” Ruth Farrell, global business communications leader, DuPont Nutrition & Health told FoodIngredientsFirst. “Our new position is “DuPont Nutrition & Health combines in-depth knowledge of food and nutrition with current research and expert science to deliver unmatched value to the food, beverage and dietary supplement industries. We are innovative solvers, drawing on deep consumer insights and a broad product portfolio to help our customers turn challenges into high-value business opportunities. Our global campaign, ‘It’s What’s Inside,’ is the creative expression of our new positioning.”
"We are more than 7,000 people in over 40 countries all working to help our customers make what we eat and drink safer, more nutritious and more affordable," she says. "This new positioning allows us to promote our full offering – it is not just the physical ingredients that make the difference; it is a combination of all the intangible ones working together. Every day, there are 150,000 more people in the world. Our objective is to help our customers provide the foods, beverages and supplements that consumers are seeking to give them the nutrition, taste and energy they need."
The primary goal of the new positioning is to increase awareness of DuPont Nutrition & Health as a leader in the food ingredients industry so key stakeholders readily understand its role in the food space and how its collective capabilities deliver unmatched value for customers.
The positioning will be used to promote DuPont Nutrition & Health across all communications platforms, including advertising, public relations, collateral materials, at trade shows, and in traditional and online media.
“This campaign is intended to open the door to conversations about our unique capabilities. This audience is looking for solutions to help create value-added products that will satisfy the demands of their end consumers. Some of the greatest opportunities for us are in ingredients that support key trends in different regions, including weight management, cardio, immune and digestive health and sustainable lean protein.”
“Innovation is the cornerstone of DuPont and works best when combined with insights and knowledge from the industry. This approach is what brings true value to the marketplace – that combined with the ideas and energy to find a solution that will truly make a difference. That is essentially what our positioning is all about,” says Farrell.
“It’s What’s Inside gives us the opportunity to talk about our deep knowledge of the food market and research-driven consumer insights, combined with advanced science and a broad portfolio to help customers improve the nutritional profiles, safety, affordability and convenience of their products. Priorities for us are working on better nutritional value, improved health benefits, reducing food waste and improving food safety. We see a lot of innovation potential in probiotics, either by looking at a next generation of strains, or looking at new health benefits of the current portfolio,” she concludes.
