‘Broad, One-Size-Fits-All Messaging Has Been Replaced by Tailored Campaigns that Resonate with Specific Audiences’

Marketing agency Thought For Food & Son has been doing a lot more than just think about food for 20 years. While the family-owned and operated firm has evolved from a public relations boutique into a full-service digital and design agency, their main vision has remained: helping food companies tell their stories and connect with the right audiences.

“The past 20 years have been an incredible journey, and I’m so proud of how our family business has grown and evolved,” said Alan A. Casucci, Founder & CEO at Thought For Food & Son. “As we celebrate this milestone, it’s inspiring to see the next generation bring fresh energy and innovative ideas to the table, ensuring we remain a leader in food marketing for years to come.”

To discuss the firm's growth, the evolution of food marketing and its future, Modern Restaurant Management (MRM) magazine reached out to Alan A. Casucci.

In what ways has food marketing changed since Thought for Food & Son was founded? 

Over the past 20 years, food marketing has evolved from traditional channels like print and TV to a digital first landscape. Social media platforms such as Instagram and TikTok now dominate, enabling brands to connect directly with consumers through personalized, engaging content. Broad, one-size-fits-all messaging has been replaced by tailored campaigns that resonate with specific audiences.

Consumer priorities have also shifted, with greater demand for transparency, sustainability, and authenticity. Shoppers now care about the story behind their food, from sourcing to environmental impact, and value-driven branding has become essential. This shift has created opportunities for niche brands to thrive by aligning with consumer values.

What are some campaigns that made you proud and why? 

One campaign we’re particularly proud of was our "Post a Recipe to Make a Difference" initiative for a Fortune Noodles. This campaign not only showed the versatility of the product but also engaged the community in a meaningful way. We encouraged users to share their creative recipes, which we amplified through social media to build excitement and a sense of collaboration.

What made this campaign truly special was its charitable component, especially during the challenges of COVID-19. For every recipe shared, a donation was made to support LA food banks, providing much-needed assistance to families affected by the pandemic. By tying the campaign to hunger relief efforts, it aligned the brand’s goals with a critical community need, creating a meaningful connection with its audience.

At Thought For Food & Son, we take pride in campaigns like these that go beyond traditional marketing. By combining storytelling, community involvement, and a purpose-driven mission, we create campaigns that leave a lasting impact while driving meaningful results for our clients and the communities they serve.

As digital marketing started to become more prominent, how did Thought for Food & Son innovate and be nimble to provide expert guidance to clients?

As digital marketing began to rise, Thought For Food & Son quickly recognized its transformative potential and pivoted to embrace this new frontier. We expanded our expertise to include social media strategy, content creation, and data-driven campaigns, ensuring our clients could effectively engage with their audiences in real-time. By staying ahead of trends, we helped brands transition from traditional to digital platforms seamlessly.

Shoppers now care about the story behind their food, from sourcing to environmental impact, and value-driven branding has become essential.

To provide expert guidance, we invested in analytics tools and digital marketing training to deliver precise targeting and measurable results. This allowed us to craft personalized campaigns that aligned with evolving consumer preferences, such as sustainability and transparency. Our ability to adapt ensured that our clients remained competitive in an increasingly digital world.

At the core of our innovation was a commitment to collaboration and creativity. We worked closely with clients to develop authentic, engaging stories that resonated with their audiences. This agile approach positioned Thought For Food & Son as a trusted partner in navigating the ever-changing digital landscape, empowering brands to thrive.

What are the challenges of operating a family-owned business and how do the generations find synergies and complementary skill sets?

Operating a family-owned business like Thought For Food & Son comes with unique challenges, including balancing personal relationships with professional responsibilities and navigating differing generational perspectives. Ensuring alignment on business goals while preserving family harmony requires open communication and a shared vision for the company’s success.

However, these challenges also create opportunities for synergy. Different generations bring complementary skills to the table—seasoned experience and industry knowledge from one generation blend seamlessly with fresh ideas and digital expertise from the next. This dynamic fosters innovation while grounding the business in its core values and long-term commitment to clients.

From generating targeted marketing content to analyzing consumer behavior in real-time, AI tools will enable brands to craft hyper-relevant campaigns.

We focus on leveraging these complementary strengths through collaboration and mutual respect. By embracing both tradition and forward-thinking strategies, we’ve built a resilient, adaptable business that continues to thrive in an ever-changing industry. This balance is key to our success and our ability to provide exceptional guidance to the brands we serve.

Looking forward, how do you see food and restaurant marketing evolving and what role do you anticipate AI will play?

Food and restaurant marketing is becoming increasingly digital and personalized, with a strong focus on engaging consumers through immersive, interactive experiences. Visual platforms like Instagram and TikTok will continue to dominate, while content will need to emphasize authenticity, sustainability, and cultural relevance. Brands will also lean further into storytelling to differentiate themselves in a crowded market.

AI will play a pivotal role in shaping this evolution, particularly in enhancing personalization and efficiency. From generating targeted marketing content to analyzing consumer behavior in real-time, AI tools will enable brands to craft hyper-relevant campaigns. Chatbots, predictive analytics, and AI-driven creative tools will allow for seamless customer engagement and faster adaptation to trends, empowering brands to stay ahead of the curve.

Thought For Food & Son is prepared to harness these advancements, integrating AI into our strategies to optimize campaigns and deliver greater value to our clients. By combining innovative technology with our expertise in brand storytelling, we’ll continue to help food and restaurant brands thrive in this dynamic, technology-driven landscape.