{"id":59488,"date":"2024-05-01T07:32:00","date_gmt":"2024-05-01T07:32:00","guid":{"rendered":"https:\/\/syndigo.com\/success-stories\/chicken-of-the-sea-2\/"},"modified":"2025-04-25T03:21:06","modified_gmt":"2025-04-25T07:21:06","slug":"thelmas-treats","status":"publish","type":"post","link":"https:\/\/syndigo.com\/pl\/success-stories\/thelmas-treats\/","title":{"rendered":"Thelma\u2019s Treats: A Recipe for Success"},"content":{"rendered":"\n
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SUCCESS STORY<\/p>\n\n\n\n

Thelma\u2019s Treats:
A Recipe for Success<\/strong><\/h1>\n<\/div>\n\n\n\n
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\"Thelma\u2019s<\/figure>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n
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Thelma\u2019s Treats offers love in every bite of its scrumptious ice cream sandwich treats based on the snickerdoodle recipe of Great Grandma Thelma. With the addition of ice cream for an original take on ice cream sandwiches, Thelma\u2019s Treats was born. From its humble beginnings in 2012 when family members started selling them at the farmer\u2019s market in downtown Des Moines, Iowa these delicious treats are now available on the shelves of over 6,000 retailers in a variety of flavors.<\/p>\n<\/div>\n\n\n\n

\n
\"Thelma\u2019s<\/figure>\n<\/div>\n<\/div>\n\n\n\n
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Our Guest<\/h2>\n\n\n
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\n\t\t\t\"Nola\t\t<\/div>\n\t\t
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\n\t\t\t\"Thelma\u2019s\t\t<\/div>\n\t\t

Nola Morris<\/strong> is Chief Marketing Officer of Thelma\u2019s Treats where she is responsible for its brand, marketing strategy, and retailer marketing relationships.<\/p>\n<\/div>\n\t\t

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<\/div>\n\t<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\t\n\t\t\t\t
\n\t\t\t\"Play\"\n\t\t<\/div>\n\t\t
\n\t\t\t\"Play\"\n\t\t<\/div>\n\t<\/a>\n\t\t\n\t\t\t\t
\n\t\t\t\"Play\"\n\t\t<\/div>\n\t\t
\n\t\t\t\"Play\"\n\t\t<\/div>\n\t<\/a>\n\t\t\n\t\t\t\t
\n\t\t\t\"Play\"\n\t\t<\/div>\n\t\t
\n\t\t\t\"Play\"\n\t\t<\/div>\n\t<\/a>\n\t\t\n\t\t\t\t
\n\t\t\t\"Play\"\n\t\t<\/div>\n\t\t
\n\t\t\t\"Play\"\n\t\t<\/div>\n\t<\/a>\n\t\n\n\n

Accelerating E-Commerce Success<\/h2>\n\n\n\n
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\n\t\t\t\t\t\t\tWhat\u2019s New?\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\tCustomer Loyalty\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\tGrowth Goals \t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t Retailer Relationships\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t
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\n\t\t\t\t\t\t\tSyndigo Partnership \t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\tTeamwork\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\tSuccess Measurement\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\tSyndication Reach\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\tProcess Improvements\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\tGrandma Thelma\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t<\/div>\n\t
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\n\t\t\t\t\t\t\"Product\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\tWhat\u2019s New?\t\t\t\t\t<\/h4>\n\t\t\t\t\t
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What are some of the cool things happening at Thelma’s right now? <\/strong><\/h5>\r\nWe recently expanded how we sell our product! We started out on the shelf with individual 6-ounce ice cream sandwiches, and this year we launched our very first four-packs, which are four 4-ounce ice cream sandwiches in a fun square box that is brightly colored on the shelf. We\u2019re excited that we\u2019ve found our niche in mastering the art of small-batch frozen novelties.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"Product\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\"Thelmas\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\tCustomer Loyalty\t\t\t\t\t<\/h4>\n\t\t\t\t\t
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What are your main strategies to help build loyalty with your customers?<\/h5>\r\nIt\u2019s really important to our brand that we continue to share the authentic story of Thelma and our family-run business with customers, so we call that our \u201crecipe for success\u201d to reach new customers. We are focused on balancing, telling, and scaling our authentic story with what we know works in grocery from a traditional marketing perspective.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"Thelmas\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\"product\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\tGrowth Goals \t\t\t\t\t<\/h4>\n\t\t\t\t\t
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What are you trying to achieve with your marketing initiatives?<\/h5>\r\nWe are committed to authentic growth. We want to make sure that the feeling of love is felt and shared with as many people as possible across the country. However, we want to do it authentically. We’re a small and mighty team, and we’re hard workers. We have Midwest grit, and we want to make sure that even with our growth, we stay authentic to our roots and true to who we know we are.

\r\nWe want to get more Thelma\u2019s into the hands of consumers and just balance the traditional and the new from a marketing perspective to reach consumers in unique and unexpected ways with our story. This means that more people will have smiles on their faces and our delicious handmade products in their freezers. \r\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"product\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\"enhanced\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\t Retailer Relationships\t\t\t\t\t<\/h4>\n\t\t\t\t\t
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How do you manage your retailer relationships?<\/h5>\r\nWe have amazing relationships with each of our retailers. Navigating this is tricky because each retailer in the grocery world operates very differently \u2014 they have their own cultures. The trust that we’ve built by having our individual 6-ounce sandwiches on the shelf has allowed us to add our new 4-packs as well. This is an indication that we are on track to achieve authentic growth together with our 6,000 retail partners.\r\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"enhanced\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\"Syndigo\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\tSyndigo Partnership \t\t\t\t\t<\/h4>\n\t\t\t\t\t
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Why did you partner with Syndigo? <\/h5>\r\nWhen I began leading marketing at Thelma’s I realized that two areas of our organization were using Syndigo separately. We decided to consolidate all of our Syndigo interactions because we’re small and moving quickly and the way it was set up was fragmented and inconsistent. We wanted to create new efficiencies.

\r\nOur decision to work with Syndigo was driven by several factors. First, we were receiving increasing requests from retailers, retail partners, and distributors to submit our product content through Syndigo. Also, it was a priority for us to maintain control of our brand and our story and ensure that it was consistently shared with our partners. We realized that with Syndigo we could successfully accomplish them both\r\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"Syndigo\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\"E-Commerce\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\tTeamwork\t\t\t\t\t<\/h4>\n\t\t\t\t\t
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Can you share your experience working with the Syndigo team? <\/h5>\r\nThe Syndigo team across the board has been amazing. My interaction started on the sales side. Once we figured out what our contract should look like, and what all our opportunities were, we navigated through implementation and customer success. It has been wonderful.

\r\nEveryone is understanding of my urgency and my questions. They even respond if it falls into a different group, so it can be handled quickly. It has been great. Everyone has been super understanding of our needs.

\r\nWe are smaller in food and beverage, so we must act very fast. However, we also have to be very efficient with every dollar that we spend. The Syndigo teams have been very understanding of that and very open to being creative in how we navigate our contract. \t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"E-Commerce\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\"Retailer\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\tSuccess Measurement\t\t\t\t\t<\/h4>\n\t\t\t\t\t
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How do you measure your success and wins? <\/h5>\r\nWe celebrate our wins by the number of retailers who have our products on their shelves, and we also celebrate when we can expand our footprint with retailers to offer more SKUs.

\r\nAs it relates to Syndigo, we had a recent win to be on shelf at a new retailer who asked us to submit our product information. Our broker told us that it needs X, Y, and Z, plus forms to be submitted. After hearing all this I was able to say that we are already a Syndigo client and could syndicate to that retailer right now \u2014 done, done, and done. Now we can skip all those steps and paperwork that we were previously doing every time a new retailer said yes to Thelma\u2019s product.

\r\nBefore we consolidated our Syndigo solutions, it would have taken at least a month for us to set up a new retailer relationship. Now I just click a button and the product information can be there in one day, saving weeks of time per retailer to get started. Speed to shelf is critical for us.\r\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"Retailer\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\"Thelmas\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\tSyndication Reach\t\t\t\t\t<\/h4>\n\t\t\t\t\t
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What do you like about Syndigo\u2019s Syndication Network?<\/h5>\r\nMost of the retailers we work with are part of Syndigo\u2019s Syndication network. I also realized that there were a lot of retailers that we already have relationships with that we were not currently syndicating to through Syndigo at all. They were getting our information elsewhere or it was happening through email, which isn\u2019t trackable. We weren\u2019t optimizing syndication. Now we are.\r\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"Thelmas\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\"Product\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\tProcess Improvements\t\t\t\t\t<\/h4>\n\t\t\t\t\t
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Have any of your processes improved since using Syndigo? <\/h5>\r\nWe are a small team, so anytime we can do something once and have it impact multiple outputs, that’s a win for us. And so Syndigo has allowed us to do that from a people and process perspective.

\r\nI mentioned earlier that we have robust photography product imagery. All of our data matters to us and we put a lot of work and thought into that, so any time we can use a tool to ensure that that integrity is maintained, that is a huge win for us.

\r\nAn interesting side win has been more team connectivity between marketing and sales. Now we\u2019re both in the loop on what the other is doing and are connected to each other’s bodies of work on the same platform. This has been a great new benefit since our Syndigo optimization. The alignment and confidence in what sales is doing that connects with what marketing is doing makes for one big happy family.\r\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"Product\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t\"Grandma\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\tGrandma Thelma\t\t\t\t\t<\/h4>\n\t\t\t\t\t
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What would Grandma Thelma think about what you\u2019re doing?\u202f <\/h5>\r\nGrandma Thelma passed away right before her 109th birthday. One of the last things she tried was my brother’s take on her snickerdoodle. But we always say that she would really get a chuckle about all this hullabaloo that we have created over her name and her recipe. She was a very humble lady and we always say that she would laugh and just say like, wow, you really made a big deal out of all that.\u202f \r\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"Grandma\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n
\n\t\t\t
\n\t\t\t\"Nola\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\"thelmas\"\t\t<\/div>\n\t\t

Before we consolidated our Syndigo solutions, it would have taken at least a month for us to set up a new retailer relationship. Now I just click a button and the product information can be there in one day, saving weeks of time per retailer to get started. Speed to shelf is critical for us.<\/p>\n<\/div>\n\t\t

Nola Morris <\/div>\n\t\t
Chief Marketing Officer Thelma’s Treats<\/div>\n\t<\/div>\n<\/div>\n\n\n\n
<\/div>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"

Thelma\u2019s Treats offers love in every bite of its scrumptious ice cream sandwich treats based on the snickerdoodle recipe of Great Grandma Thelma. With the addition of ice cream for an original take on ice cream sandwiches, Thelma\u2019s Treats was born. From its humble beginnings in 2012 when family members started selling them at the farmer\u2019s market in downtown Des Moines, Iowa these delicious treats are now available on the shelves of over 6,000 retailers in a variety of flavors.<\/p>\n","protected":false},"author":2,"featured_media":59489,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","_page_status":"","footnotes":""},"categories":[11],"tags":[18,111],"class_list":["post-59488","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-success-stories","tag-enhanced-content","tag-syndication"],"acf":[],"yoast_head":"\nThelma's Treats - Syndigo Syndication Network<\/title>\n<meta name=\"description\" content=\"Learn how Thelma\u2019s Treats maximizes the Syndigo grocery syndication network - the largest grocery recipient network available.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Thelma's Treats - 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