After more than two decades with the same look, family-owned salsa and condiment company Mrs. Renfro’s was eager for a rebranding and a fresh campaign.

Balcom’s three-pronged process helped them increase sales.

• Insight: We looked at IRI purchase data, Amazon reviews and old family photos; toured the factory; and interviewed key company leaders to build a deep understanding of what’s special about the products and the family behind the brand.
• Creativity: The new branding blends family tradition with flavor innovation: Colorful new labels with a retro-modern look pop off the shelf, while ads and social media content combine old family photos, bright colors and quirky headlines.
• Technology: Our media budget leaned heavily into social media, especially recipes, as well as a fully designed Amazon store and new custom website, MrsRenfros.com, which launched in May 2021.

In six months after launch, we helped increase sales volume by 4.4% and dollar sales by 6.3%. Since partnering with us, Mrs. Renfro’s has moved from the No. 8 salsa brand in the USA to No. 7.

"We worked for years to get away from ‘looks really cool and artistic but so subtle that you have to get a microscope to see it’ creative. It makes me smile that we’ve achieved this." – Doug Renfro, President, Renfro Foods