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Industries·Food & Beverage

Beverage and grocery brands, from the buyer’s desk to the last order

Distributors, grocery buyers, foodservice accounts and merch programs, reached by name. Then a desk that supports the launch from the first order to the last.

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A grocery buyer walking the shelf

Charm runs both halves of a food and beverage brand: the outreach that wins the shelf before the reset, and a desk staffed for the promotion week rather than the average week.

Tackling the shelf reset and the promotion spike

Grocery shelves stocked with fruit

Your challenges

  • A hundred brands in the inbox: Grocery and distributor buyers hear from brand after brand. What reaches them is a specific, short message about their shelf, not a brand deck.
  • Foodservice, group by group: Foodservice is sold to the operator who decides what goes on a restaurant group’s menu and in its cooler, not location by location.
  • Sell-through is the proof: A product that just got stocked has to sell through to stay on the shelf. Consumer ads on that product are what keep it stocked.
  • The shelf reset sets the clock: Grocery and foodservice are won before the shelf reset. Buyer samples have to be out and follow-ups booked ahead of it, not after.
  • Campaigns spike the desk: A national promotion generates weeks of volume in days. The desk has to be staffed ahead of it, not after the queue backs up.
  • Every order brings questions: Order, shipping and replacement questions arrive with every order, and each answer depends on the SKU, the shipping rules and the replacement policy.
  • The reorder has a season: Back to school and the holiday sets bring the reorder. The prompts have to be live before the shelf fills, not after.
  • Social is a support channel: Community and social DMs bring questions as well as email, chat and phone, and they need answers in your voice.
A woman on a phone call in an open office

How Charm helps

  • The shelf is the pitch: The first message is about the buyer’s shelf and shopper: the facing, the velocity, the promotion calendar. Not a brand deck.
  • The whole market, counted: Every distributor, grocery and convenience buyer and foodservice operator in your region, with verified email, phone and LinkedIn.
  • Sell-through, tracked to the ad: Consumer ads run where the product just got stocked, so the buyer sees velocity in the first month. Every sale is tied to the ad that drove it.
  • Samples out before the reset: Buyer samples out and follow-ups booked before the shelf is reset, with sample requests landing on your calendar.
  • Promotion week, staffed ahead: Coverage for each campaign is planned against the calendar you share in onboarding and staffed before it starts, not for the average week.
  • A desk that knows the SKUs: The SKUs, the shipping rules and the replacement policy, learned before the first ticket. Order, shipping and replacement questions handled inside your helpdesk.
  • Reorders staffed in advance: Reorder prompts live before the lunchbox shelf fills, and the year-end reorder staffed in advance of the holiday sets.
  • One desk, every channel: Email, chat, phone, social DMs and community answered in your voice, on one desk inside your helpdesk.

Outreach that fills the shelf, and a desk that keeps the customer. Each runs on its own or together.

Services that follow the product from the distributor to the desk

Charm shapes both offers around how a food or beverage product gets stocked and stays stocked. Here is how we help:

01.Build demand

The distributor, the grocery buyer and the operator, reached by name.

Includes:

  • Distributors, grocery, convenience and foodservice buyers, counted first
  • Email, LinkedIn and calling on the same verified list
  • A first message about their shelf and their shopper, not your brand story
  • Sample requests land on your calendar, replies in your CRM
  • Consumer ads for sell-through, every sale tracked to the ad that drove it

Runs on Cold Email, LinkedIn, Cold Calling, Advertising and SDR Staffing.

Two grocery store owners in aprons

02.Drive retention

A desk staffed for the promotion, not the average week.

Includes:

  • Order, shipping and replacement questions handled inside your helpdesk
  • Launch and campaign coverage staffed before the traffic hits
  • Community and social DMs answered in your voice
  • The SKUs, the shipping rules and the replacement policy, learned first
  • Live when the playbook passes QA, staffed for the promotion calendar

Runs on Customer Support, Back Office Support, Technical Support, Desk Implementation and QA.

A headset resting on a desk

03.The promotion calendar

Staffed before the promotion hits, not after the queue backs up.

Includes:

  • Jan to Mar: spring reset, buyer samples out and follow-ups booked
  • May: Memorial Day endcap, the desk staffed for the first promotion
  • Jun to Aug: summer demo days, sell-through tracked to the ad
  • Aug: back to school, reorder prompts live before the lunchbox shelf fills
  • Nov to Dec: holiday sets, with the year-end reorder staffed in advance

The grocery year has five spikes, and the desk and the ads are planned against them in onboarding.

Shoppers tasting samples at a food market stall
Why Charm

The right partner for a food and beverage brand

A team around a long boardroom table

Both halves, one partner

We reach distributors, grocery buyers and foodservice operators by name with a message about their shelf, then staff the desk for the promotion week rather than the average week.

The buyers you sell to

Focal sold into multi-unit restaurant groups: 100+ positive replies at a 5.2% reply rate. Spout sold into hotels, water suppliers and retail, with Google, The North Face and Costco booked. Those are the buyers a food or beverage brand sells to.

Written about their shelf

The copy is written about the facing, the velocity and the promotion calendar while sending domains, inboxes and LinkedIn seats are warmed. Buyers get a short message about their shelf, not a brand deck.

Staffed for the peak

The desk learns the SKUs, the shipping rules and the replacement policy, and is staffed against the promotion calendar you share in onboarding. Each campaign is covered before it starts, for the peak rather than the average week.

Your helpdesk, your CRM

The desk works inside your helpdesk across email, chat, phone, social DMs and community. Buyer replies land in your CRM with a name and a company on them, and sample requests on your calendar.

Case study · House of PepsiCo

A beverage brand’s biggest week, answered in its own voice.

House of PepsiCo’s World Cup merch drop: 18,000 conversations in drop week, 97% resolved the same day, across email, social and chat.

Charm×Apparel & merchCase study 01 / 01
Merch drops→ Fans and campaign partners

A World Cup merch drop, supported from launch to last order.

A drop is a spike: thousands of orders and questions in a week, then quiet. Sizing, shipping, order changes, and the one item that sold out in an hour. Nobody wants to hire a permanent team for that.

We staffed the drop end to end, answered in the brand voice across email and social, and kept order status and swaps moving so the campaign stayed a good memory.

We handleSizingOrder changesShippingSold-out swaps
“A drop is a week of chaos by design. Charm staffed House of PepsiCo end to end, answered in the brand voice, and kept swaps and order changes moving. Nobody on our team had to pick up a ticket.”Andrew Schleeter, MerchCamp
18,000drop-week conversations
97%same-day resolution
Email · Social · Chatchannels covered
All case studies →

Questions

Straight answers for food and beverage brands.

Do you reach distributors?

Yes. Distributors, grocery, convenience and foodservice buyers are each listed and reached by name, by email, phone and LinkedIn.

Can you support a promotion?

Yes. Coverage for a campaign is planned and staffed before it starts. We staff for the peak, not the average.

Which channels on the desk?

Email, chat, phone, social DMs and community, inside your helpdesk.

Have you run a food or beverage brand?

Not yet as a named case study. Focal sold into multi-unit restaurant groups and Spout into hotels, water suppliers and retail, which are the foodservice and retail buyers a food or beverage brand sells to. The playbook is the same list-first outreach and desk design, and we walk through both programs on the call.

Where do replies go?

Into your CRM, with a name and a company on them.

Your product on the shelf, and the promotion supported.

Twenty minutes. Bring the product and the accounts you want. You leave with the buyer count, the desk design, and a start date.