On this episode, we’re joined by Kim McDermott, Senior Brand Manager at Egglife Foods, the brand that’s redefining what low-carb, high-protein eating looks like by replacing flour with eggs. With amazing wraps, and the recently launched pasta line, Egglife is just getting started.
Before joining Egglife, Kim led key marketing and brand initiatives at global CPG giants like Kellogg and Molson Coors, bringing that enterprise muscle to a fast-moving insurgent brand. At Egglife, Kim leads all things e-commerce, digital retail, shopper and experiential marketing.
Kim unpacks Egglife’s 2025 rebrand, from what triggered it to how they rolled it out across shelf, screen, and shopper marketing. We also dive into the nitty-gritty of Retail Media Networks, digital rebate strategies, driving trial, and what to expect as a marketer at a fast-growing upstart brand vs a multinational CPG conglomerate.
*There's a typo in the captions right at the end. Egglife's correct URL is https://www.egglifefoods.com/*
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Episode Highlights:
🧠 Big CPG vs up-start brands
🛒 Retail Media Network strategy by banner
🔄 DTC vs. in-store marketing mix
💸 Using digital rebates to drive first-time trial
🎨 The 2025 rebrand - why they did it and how it landed
📦 Packaging changes that actually drive velocity
🎯 The right KPIs to judge a rebrand
📈 How she thinks about internal bandwidth vs. agency help
👀 Trends and brands Kim is watching closely
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Table of Contents:
00:42:28 – Intro and Egglife origin story
01:48:10 – Going from multinational CPG to a fast-growing upstart
05:36:12 – The Egglife rebrand
09:04:27 – The rebrand – key decision points
11:21:05 – How to decide if a packaging redesign makes sense
12:52:03 – Packaging redesigns – balancing the familiar with the new
14:18:14 – Unveiling the rebrand at ExpoWest
15:32:08 – The rebrand – KPIs
16:39:27 – Retail Media Networks
19:44:04 – Work with an expert to get Amazon listings set up
20:36:08 – No two Retail Media Networks are alike
21:57:04 – Retail Media Network recommendations
22:43:17 – Driving ecom sales vs in-store sales
23:46:23 – Digital rebates
26:24:10 – Resourcing – internal vs external
29:45:17 – Trends and brands Kim is tracking
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Links:
Egglife Foods – https://www.egglifefoods.com
Follow Kim on LinkedIn – https://www.linkedin.com/in/kmcd82/
Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/
For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.
