The Pennock Knockdown: Kelsey Barker Discovers Her Path from YouTube Influencer to Marketing Manager at Yaza
Exploring Consumer Trends, Influencer Collaborations, and Marketing Strategies in the Specialty Foods Sector
Nikki Lindgren had the pleasure of sitting down with Kelsey Barker, the dynamic marketing manager of Yaza Foods—a burgeoning Mediterranean-style dip company that specializes in labneh. Their enlightening conversation shed light on the evolving landscape of digital marketing within the specialty foods industry, delving into consumer trends, successful partnerships, and effective marketing strategies.
A Journey Into the World of Labneh:
Kelsey Barker's path in the marketing domain is a unique one. Her journey began in Houston, where she was exposed to a variety of cuisines, thanks to her multicultural upbringing and a vibrant local restaurant scene. Her enduring passion for marketing led her to study at High Point University, North Carolina. Interestingly, her earliest marketing experience was rooted in the niche world of "fingerboarding"—skateboarding for fingers. This niche hobby allowed Kelsey to cultivate a YouTube channel that amassed over 90,000 subscribers, positioning her as a prominent influencer within that community.
Kelsey's affinity for niche markets didn't end there. With Yaza, she realized the potential of introducing the authentic Middle Eastern staple, labneh, to the American palate. Positioned as a more authentic alternative to commonly found brands, Yaza's labneh is celebrated for its simplicity—made with just milk and salt, unlike competitors that often contain thickeners and preservatives.
Embracing New Consumer Trends:
In the podcast, Kelsey provides keen insights into emerging trends within the consumer-packaged goods (CPG) space, particularly within the dip category. She highlights a shift back to dairy-based products, as consumers prioritize authenticity and minimal ingredients over the heavily processed alternatives that dominated previous years.
This shift aligns perfectly with Yaza's ethos of authenticity and quality, resonating especially well with consumers looking for wholesome, delicious, and versatile products. For example, labneh's diversity in culinary applications allows it to replace traditional staples like sour cream, fitting seamlessly into a variety of dishes.
Strategic Partnerships and Influencer Collaborations
In today's digital age, influencer collaborations have become a cornerstone of marketing strategy. Kelsey emphasizes the importance of choosing influencers whose personal experiences align with the product. For Yaza, teaming up with Middle Eastern content creators fostered genuine connections, allowing the brand to expand its reach authentically.
A particularly successful collaboration was with Farah, an influencer who fuses home design with lifestyle content. Her genuine passion for Yaza led her to create videos that garnered millions of views, amplifying Yaza’s brand presence and engaging a broader audience.
Navigating Marketing Challenges and Successes
Operating a fresh, non-direct-to-consumer product presents unique marketing challenges. Without direct e-commerce data, tracking the return on investment (ROI) from marketing efforts is complex. Despite this, Kelsey and her team have creatively navigated these challenges by leveraging the power of brand awareness through social media and PR.
Their recent feature on "Good Morning America," facilitated by a dedicated PR team, exemplifies the power of consistent, strategic outreach. Such media exposure significantly enhances brand visibility, driving a spike in consumer interest and engagement.
As the conversation wrapped up, Kelsey imparted valuable advice for startups embarking on similar journeys. She emphasized the importance of being proactive, flexible, and open-minded. In the dynamic world of marketing, staying adaptable and ready to explore new opportunities is key.
The Path Forward for Yaza
Kelsey Barker's story and insights provide a vibrant example of what it takes to thrive in the dynamic landscape of digital marketing within the specialty foods sector. Her experiences underscore the importance of authenticity, strategic partnerships, and the ability to adapt to changing consumer behaviors.
For those curious to embark on a culinary journey and experience Yaza's authentic labneh, it’s available nationwide at Whole Foods—a testament to their rapid growth and resonating brand message. Follow their journey on social media at Yaza Foods for updates and inspiration, and discover the vibrant world of labneh for yourself.