Reaching Kellanova and global food brands
without a single trade show booth.
A precision geofencing and OTT strategy built so MicroSalt® can show up in front of R&D, Marketing, and Insights leaders at Kellanova, FritoLay, Mondelez, McDonalds, Wendy’s, Burger King, McCormick, KraftHeinz, and similar global brands — right where they work, test, and travel.
The challenge: every target customer buys differently inside the building.
At Kellanova, FritoLay, Mondelez, McDonalds, Wendy’s, Burger King, McCormick, KraftHeinz and similar companies, some projects originate in R&D, others in Marketing or Consumer Insights. Some are top-down from leadership. Others are bottom-up from scientists in the lab. The decision-maker isn’t consistent — and that’s the real hurdle.
- High fixed spend: Booths, travel, freight, and sponsorships for one event can match months of always-on presence around your customers’ campuses.
- Fragmented attention: The most relevant people are sprinting between sessions, internal meetings, and existing supplier conversations.
- No guaranteed sponsor: Even if you meet a scientist or brand manager, they often can’t move a MicroSalt® project forward alone.
The goal isn’t just “more contacts” — it’s to create familiarity and interest across the people most likely to sponsor and champion MicroSalt® internally.
The plan is built directly around the hurdles you outlined: finding the right decision maker, navigating different internal processes, and securing an internal champion.
- Getting to the right decision maker (R&D vs Marketing vs Insights; varies by company).
- Each target customer operates differently in how projects are generated and approved.
- Securing an internal sponsor/champion in mid-level management who drives the project internally.
- Multi-layer exposure: We target devices across labs, HQ, test kitchens, and offices to reach R&D, Marketing, Insights, and managers in parallel — not just one function.
- Company-agnostic approach: Instead of relying on org charts, we show up wherever key people work and travel, regardless of whether the process is R&D-led or Marketing-led.
- Champion discovery: By going wide and sustaining presence, we increase the odds that a mid-level manager or director repeatedly sees MicroSalt® and decides to sponsor the project internally.
How we move a company from “interesting” to “We should trial MicroSalt®.”
The strategy isn’t just media. It’s a structured path — from first touch inside a Kellanova or FritoLay building or at a major trade show, through education, toward demos, samples, and project sponsorship.
Each stage is designed to answer a specific question R&D, Marketing, and mid-level leadership are asking internally.
We recommend launching with geofencing + retargeting, then layering OTT/CTV once we see how each customer and segment responds.
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1. Precision Geofencing
We geofence HQs, labs, test kitchens, offices, and trade show venues for Kellanova, FritoLay, Mondelez, McDonalds, Wendy’s, Burger King, McCormick, KraftHeinz and similar brands — plus associated hotels where their teams stay. -
2. Sequential Creative
VC Solutions produces tailored static and motion creatives for MicroSalt® that speak differently to R&D, Marketing, and leadership, moving them from awareness into evaluation. -
3. Dedicated Landing Experience
A MicroSalt-branded page that centralizes the technical story, platform fit, and business case — with simple, serious CTAs for demos, samples, or R&D sessions. -
4. OTT / CTV (Phase 2)
Once audiences are validated, we extend into connected TV so MicroSalt® appears on in-home and in-hotel screens for managers and directors at key customers. -
5. LinkedIn Retargeting (Optional)
Where possible, devices are matched to professional profiles so we can emphasize messaging to R&D, Marketing, and Innovation titles inside those same companies.
Three ways to pilot, then scale what’s working.
Each tier is designed to give MicroSalt® a clear starting point. These budgets are directional — we can adjust up or down based on the founders’ comfort level while keeping the structure and strategy intact.
- Geofencing around Kellanova HQ & key lab / production locations.
- Core awareness creatives introducing MicroSalt® as an ingredient innovation.
- Light retargeting to remind engaged devices about demos & samples.
- Monthly performance summary and recommendations.
- Geofencing for Kellanova and a set of priority customer campuses (FritoLay, Mondelez, McDonalds, Wendy’s, Burger King, McCormick, KraftHeinz, etc.).
- Trade show activations: venue & hotel geofences during key events.
- Full sequential creative strategy produced by VC Solutions — static and motion assets tailored to MicroSalt® and each stage of the journey.
- Dedicated landing experience with clear CTAs to request samples, demos, or R&D sessions.
- Weekly reporting snapshot with insight into which customers, campuses, and shows are driving the most engagement.
- Everything in the R&D + Marketing Coverage plan.
- OTT / CTV inventory targeting devices associated with R&D, Marketing, Insights, and leadership at target customers.
- Multi-wave creative testing, including brand story and technical deep-dives for connected TV.
- Bi-weekly strategy calls to adjust geo mix, messaging, and show calendar as we learn.
What MicroSalt® sees, and what we handle behind the scenes.
Founders and R&D leaders don’t need another black-box channel. The intent here is simple: show exactly how this media supports demos, trials, and long-term relationships inside target organizations.
Each reporting cycle is built to answer two core questions: “Where are we showing up?” and “What is that attention turning into?”
- Customer & campus performance: Which target customers and locations are driving the highest engagement and form activity.
- Trade show impact: How fenced events perform versus always-on HQ & lab media.
- Creative learning: Which messages resonate most with R&D vs. Marketing vs. mid-level management — innovation, regulatory, cost, or health outcomes.
- Funnel outcomes: Click-through rates, landing page engagement, and number of demo / sample requests attributed to campaigns.
We handle the complexity — MicroSalt® keeps control of the relationships and opportunities we generate.
- Creative production: VC Solutions builds all required display and OTT assets aligned with MicroSalt’s brand and technical narrative.
- CRM-agnostic: Whatever CRM or internal workflow MicroSalt® uses, we align reporting so demo and sample requests can be tracked properly.
- Quarterly strategy reviews: Evaluate which customers, campuses, and messages are most valuable — then double down.
- Full flexibility: Geos, budgets, and creative emphasis can be adjusted as MicroSalt’s priorities shift.
Align on targets, choose a tier, and lock the first 90 days.
This page is a working draft. In a short working session, we’ll tune the target customers, geos, budgets, and creative emphasis to match exactly what MicroSalt® wants to see from a pilot.
- Which customers, facilities, and shows are highest priority for the first 60–90 days.
- What “success” looks like internally — demos booked, trials launched, or early pipeline activity.
- Any non-negotiables from regulatory, brand, or leadership that we should build into the messaging.