EraserFarm Selected as Agency of Record for Fitlife Foods

On the heels of recent growth, Fitlife Foods has selected EraserFarm as its agency of record. First opened in 2011, Fitlife Foods creates energy-packed meals for the time-starved, health-conscious consumer. The Tampa-based retailer recently opened its ninth location with additional expansion plans on the horizon. EraserFarm has been tasked with continuing to build the Fitlife Foods’ existing brand creative while ensuring scalability for the multi-unit business.

“The EraserFarm team brings robust experience in the food and restaurant industry making them a natural partner,” said Fitlife Foods founder and Chief Executive Officer, David Osterweil. “Their unique approach to creative will continue to cement the Fitlife brand as the go-to solution for busy individuals who want fresh and healthy meals.”

“We are so pleased to have been named agency of record for a game-changing brand like Fitlife Foods,” said EraserFarm managing partner, Cindy Haynes. “Our clients’ growth is the focus of everything we do, and like Fitlife Foods, we share in the mindset of creating breakthrough solutions. We look forward to being a partner in their expansion efforts, and know that the result of our collaborative efforts will be a greater brand awareness in these new markets.”

About Fitlife Foods

Founded in 2011 by David Osterweil, Fitlife Foods provides fresh, craveable, chef-prepared meals. As a lifestyle brand, Fitlife Foods is known for helping people save time and gain energy for their active, performance-based schedule. Fitlife Foods offers more than 60 fresh, grab-and-go, made-from-scratch meal options that are available in small, medium and large sizes. The Fitlife Foods team embodies high energy, fun and hard work, and our culture inspires you in your busy life. Whether you’re a busy executive, stay-at-home parent, professional athlete, or fitness enthusiast, a day with Fitlife will enhance your outcome and motivate you to continue being your awesome self. For more information, please visit:

EraserFarm is a Tampa-based advertising agency whose mission is to cultivate breakthrough solutions that grow their clients’ business. With a media-agnostic philosophy, the agency specializes in developing big ideas grounded in solid strategy that work across today’s evolving channels. The agency is proud to have client partnerships with organizations such as the Strategic Property Partners, Kinney Fernandez & Boire P.A., Intrepid Powerboats, Health First, Nobilis Health Corporation and Safeguarding a Future for Africa’s Elephants (S.A.F.E.).

I think it is time to change on black background

How to Kill your Brand

92% of people wouldn’t care if your brand disappeared tomorrow. Take that in. 92%. Only 8% of brands would be missed.

The difference is that the 8% actually do something to enrich people’s lives. They offer some kind of branded utility. These brands improve people’s quality of life.

When branded utility is done right:

  1. It increases brand likeability that increases brand preference that in turn directly influences sales.
  2. It stimulates usage.
  3. It drives affinity and advocacy.

This isn’t a new concept. It’s been done for years, AAA road guides and Michelin stars. More recently:


Sherwin-Williams ColorSnap

Dominos Pizza Tracker

So instead of just making your product incrementally different, find ways for your brand to actually do something to make a person’s life better. Make it more: easy, creative, social, interesting or informed. Talk to your customers and learn where their frustration points and then create a solution for them. Branded utility is not about nouns; it’s about verbs. Do something. Join the 8% or die.

AAF Q and A

Check Out our Creative Director, James Rosene, in the American Advertising Federation's Latest Q&A

Q. Tell us a little about yourself and EraserFarm.

Well, I’m a dad with 3 nutty kids—2 boys and a girl and an incredibly beautiful wife and devoted mom. I play ice hockey 3 times a week and have the scars in my face to prove it.

I am an Arizona State grad from a time long, long ago. After living and working at shops in NYC, Arizona, Dallas and Tampa I finally decided to open my own shop—EraserFarm. A name actually inspired by my daughter and her friends who created a fictitious place called Eraser Country. It had a long list of rules required to live there. My favorite is no hunting is allowed (You can see the actual book on our Facebook page). But we loved the idea of an eraser as a symbol of all the hard work we put in to find that best idea. Country was a little odd and since we are always refining (or cultivating) the ideas to be the best they can, we landed on Farm. So thanks Sophia!


Q. What do you do for inspiration?

I love movies and music. I am very inspired by other’s work as well so I keep up on the latest stuff happening and being created in not only advertising but art and technology. Coffee really helps my brain get cooking too.


Q. What is your all time most memorable moment at EraserFarm?

Wow, that’s tough. We’re very early in the life of the agency obviously. I could easily say winning our first account but really it was coming up with this pretty neat idea and cold calling a client in Dallas, Texas. They agreed to see it and we flew down to present. Mind you, this is when we had no money coming in. Well it went unbelievably well and guess what? Nothing happened. Until about a month ago. And we just signed them on as a client, plus 2 other brands they have.


Q. What’s your favorite project you’ve ever been involved with?

I’ve had lots. I am a big animal lover and as such I would say working with the folks at S.A.F.E. in NY has been my favorite so far. African elephants are being killed for their ivory at such a rapid rate, they will be gone in as little as 11 years. I’m happy we could help in some way. And working on the Tampa Bay Lightning to create the Be The Thunder campaign while I was at 22squared was a runner-up.


Q. What does the next 10 years of advertising look like to you?

I think it will continue to become less like advertising and keep getting more personal and real. Technology and the way consumers interact with brands is continually changing and reshaping. More than ever, they have an active role in the stories brands create. They are always looking for more information and conversely provide us with mounds of it to help craft that content.


Q. What’s your favorite thing about working in the Tampa Bay area? What do you think Tampa Bay has to offer that other cities don’t?

I am optimistic about the ad community coming together and drawing in great talent. The growth of the city is certainly very exciting with the tremendous plans underway over by the Waterfront. But it still maintains a unique identity and is just the right size so I’m not bashing my head against the dash dealing with traffic like I used to deal with in Dallas. OK maybe I still do that.


Q. If you weren’t working in advertising, what would you be doing?

Playing ice hockey. Probably toiling away in the AHL. That would be awesome.


Q. What advice do you have for students/people just starting out in advertising?

Well first and foremost be sure you love it. If you don’t, I think you’ll just keep doing what everyone else is doing. And there’s a lot of that out there. But if you truly love it, you will churn out new, unforgettable, interesting, thought-provoking content and ideas. Always have something on your plate to work on you love. If it’s not something the agency is providing, find it yourself. Keep challenging yourself and never think you are great. Because none of us are. When you think you are, you are done. And you’re also an ass for thinking as much.


Q. Where can people connect with you or learn more about EraserFarm?

Just stop by the Ice Sports Forum in Brandon, TBSA in Oldsmar or the Ellenton Ice Arena. If I’m not there, shoot me an email at, @eraserfarm on Twitter or at Shameless plug, sorry.


Q. What was your first project?

I worked on a cologne for teenage girls called Luv’s Baby Soft Cologne. And then in the afternoon I was working on liquor ads that ran in Penthouse. True story.


Q. What’s one thing you couldn’t live without?

My wife and kids. Ok so that’s 4 but too bad.


Q. Before you go, is there one last piece of wisdom you can drop on us?

Be fearless. And never shy away from the idea that someone may not like what you have to say or the way you think. There is a monumental amount of freedom that comes to you when you don’t take things personally.

giant cup of coffee

It's the Size of the Idea, Not the Agency

The idea is king. If you ask me, and you didn’t so I’m going to write it anyway, it doesn’t matter whether the agency that comes up with the “big idea” is a huge shop with offices on 4 continents or a 5-person shop in Oklahoma. Or in this case Tampa. The truth of the matter is that big ideas are more important to marketers than the size of the agency. At least I would hope so. I am optimistic of that notion however. Recently, Pacific Life called us to work on a very large TV assignment and the experience on both sides was tremendous.

“Working with EraserFarm was an enjoyable and positive experience for Pacific Life. They gave us the opportunity to work with their creative thinkers on our brand advertising campaign project.”

-Milda Goodman, Assistant Vice President, Corporate Advertising, Pacific Life

The ideas were what they wanted. All that other stuff didn’t matter. Now don’t get me wrong, I’m not saying the resources a large agency offers aren’t incredible. They very much are. But at the core of everything we do is the idea itself. One person or 3 can come up with ideas just as big and powerful and innovative as a team of 20. You just need to put in the extra work, jump off from a smart strategy and tap into a relatable human truth. A buttload of coffee might not hurt either.

That said, as a partner in a new shop just over a year old, we have run into that proverbial wall of being perceived as too small by clients, some that aren’t even that large themselves. Certainly not as large as a global company like Pacific Life. Conversely, I recently read an article in Forbes in which Will Burns so eloquently stated “There are legions of creative people who go to work every day at big agencies, they win awards, they get paid, they go home. But then there are the creative people who are not only proven creative-firepower, but have the guts to start a company. That’s the kind of creative person you want in your foxhole. Someone who’s willing to put it all on the line for him or herself, and, therefore, for your brand.” I couldn’t have said it any better. And obviously I didn’t. But, make no mistake, this marketing agency will be in that “foxhole” fighting tooth and nail for every client in there by our side.

So raise a glass (or a coffee mug) and let’s salute the power of ingenuity, perseverance and creative thought. Let’s salute the big idea. No matter where or who it comes from.

child holding stuffed animal

EraserFarm Teams with Central Florida's Health First

Health First, a Brevard-based not-for-profit integrated delivery network, has engaged EraserFarm for brand positioning and strategy. The agency will be responsible for developing a creative strategy that blends across multiple platforms resulting in a cohesive brand campaign for the growing healthcare and wellness organization. The transformation is expected to launch in Winter 2015.

Although boutique in size, Tampa-based EraserFarm brings big agency experience and ideas to each of their campaigns. The partnership with Health First represents their first foray into the health/medical industry, and expands their reach across the state of Florida. It is another remarkable signing in the agency’s young, but accomplished, history.

“We couldn’t be happier about our new partnership with Health First,” stated Cindy Haynes, Managing Director and Partner of EraserFarm. “We’re excited to combine our passion for strategy-based storytelling and their commitment to excellence in health and wellness. We are confident that our approach will result in a more cohesive and impactful consumer-focused brand perception.”

Since 1995, Health First has continued to grow its footprint in Central Florida. It currently represents four hospitals, including Brevard’s only Level II trauma center, more than 13 different outpatient services, as well as a wide selection of health insurance solutions. The new creative will aim to embody Health First’s commitment to high quality customer-centered care.

EraserFarm’s history of client successes and ability to develop creative that resonates with the consumer are at the heart of the firm’s exciting trajectory of working with large-scale brands. The agency recently completed a creative project with Pacific Life Insurance that further reinforces their stance that it isn’t the size of the agency, but the size of the idea, that brings ultimate success to any campaign.

About Health First
Founded in 1995, Health First is Central Florida’s only fully integrated delivery network (IDN) and employs more than 8,000 associates. The integrator of its IDN is Health First Health Plans offering a wide variety of health insurance options across Central Florida. In addition it operates four hospitals (Health First’s Cape Canaveral Hospital, Health First’s Holmes Regional Medical Center, Health First’s Palm Bay Hospital and Health First’s Viera Hospital) and is home to Brevard County’s only Trauma Center. Health First Medical Group is the largest multi-specialty physician group on the Space Coast. Health First also offers numerous outpatient and wellness services, including Health First Aging Services, four Health First Pro-Health & Fitness Centers and Home and Hospice care. Visit for more information.

About EraserFarm
EraserFarm is a Tampa-based advertising agency whose mission is to cultivate breakthrough solutions that grow their clients’ business. With a media-agnostic philosophy, the agency specializes in developing big ideas grounded in solid strategy that work across today’s evolving channels. The agency is proud to have client partnerships with organizations such as the Strategic Property Partners, Kinney Fernandez & Boire P.A., Intrepid Powerboats, Carmel Kitchen and Wine Bar, and Safeguarding a Future for Africa’s Elephants (S.A.F.E.).

question Dwight from the office

8 Questions to Ask Before Creating a Brand Mascot

Recently we were asked to share our point of view on developing brand mascots (aka brand characters). Rather than just keep this info in a safe, we thought it could be of use to others out there who may be questioning the same topic.

There’s no simple answer. When used appropriately, brand mascots can be developed into a highly efficient marketing asset. They can:

  • Humanize a brand
  • Amplify emotional connections
  • Drive brand differentiation
  • Be a cue for quick brand recognition

The most successful brand characters – Geico Gecko, Travelocity Gnome, Progressive Flo, Chick fil A Cows – are conceived from a branded creative idea that’s grounded in sound strategy. Without this foundation leading mascot development, your brand mascot will just become a mass cost.

So before investing on a brand mascot ask the following 8 questions:

  1. Is a brand mascot relevant in your brand category?
  2. Does the tone of the brand – based on the category it lives in –allow for a likable brand mascot?
  3. Would a brand mascot support the brand’s core values, consumer benefits and differentiating brand characteristics?
  4. Would a brand mascot support or oppose your target consumers’ mindset when interacting with your category?
  5. Does the brand mascot have longevity?
  6. Can the brand succeed without a brand mascot?
  7. Can brand memorability be cued with the brand logo rather than a brand mascot?
  8. Could a brand mascot overshadow the brand? Would it distract from the brand, its products and service usage?

intrepid powerboat on water

Intrepid Powerboats and Carmel Kitchen & Wine Bar Choose EraserFarm

Creative Agency EraserFarm Continues its Streak of Signing Top Clients in Florida Market

Tampa, Fla. (January 2, 2015) – Creative and strategy-based agency, EraserFarm, is proud to announce that it has been selected as agency of record for two Tampa-based brands, Intrepid Powerboats and Carmel Kitchen and Wine Bar. The client signings further reinforce the agency’s recent nod by the Business Observer as a company poised for growth in 2015.

As an emerging brand, the recently renamed Carmel Kitchen has quickly made its mark on the casual-dining industry opening locations throughout Florida, and recently one location in the northeast. Since 1983 Intrepid Powerboats has been a leader in their own industry, crafting high-performance powerboats that are uniquely designed for individual owners.

While each client represents very different marketing objectives, they are united by a desire to work with an agency experienced in developing strategic brand positioning and powerful creative, while offering the passion and nimble flexibility that a boutique agency delivers.

“I am excited about the new partnership between EraserFarm and Intrepid Powerboats,” said Intrepid president, Ken Clinton. “One of the many things I took away from my first meeting with EraserFarm’s team was their excellent ability to convey a message, or to tell the story. I believe they are the group to help take us to the next level, to tell our story. I am excited for the future.”

EraserFarm will provide each client with services including strategic and brand planning, social media management and creative development. For Carmel Kitchen, this is a key ingredient in their recipe for successful growth.

“Our extensive experience in successful restaurant and hospitality advertising makes us a perfect partner for Carmel Kitchen,” says Cindy Haynes, Managing Director and Partner of EraserFarm. “It’s an honor to have been selected as the agency who can help deepen brand loyalty, increase brand awareness and drive new trial. We look forward to working with Chris and Alex Sullivan on building the Carmel Kitchen brand.”

About Intrepid Powerboats
Since 1983, Florida-based boat builder, Intrepid Powerboats has been at the forefront of innovation, delivering powerboats that combine performance, comfort and safety in a sleekly designed exterior. Each Intrepid Powerboat is carefully crafted and customized to each customer’s specifications, resulting in a personalized marine craft as unique as the owners themselves. It truly is “One of a Kind. One at a Time.” For more information, visit

About Carmel Kitchen & Wine Bar
Carmel Kitchen & Wine Bar is a restaurant and wine bar that pairs modern Mediterranean cuisine with the freshest local ingredients to create intriguing and flavorful dishes that guests love. The thoughtfully-prepared menu blends perfectly with an extensive variety of bold wines cultivated from around the globe, hosted in an environment that can only be described as intimate and inviting. Experience the adventurous flavors and everyday hospitality of Carmel Kitchen. For locations or more information, visit

About EraserFarm
EraserFarm is a Tampa-based advertising agency whose mission is to cultivate breakthrough solutions that grow their clients’ business. With a media-agnostic philosophy, the agency specializes in developing big ideas grounded in solid strategy that work across today’s evolving channels. The agency is proud to have client partnerships with organizations such as the North American Soccer League, Kinney Fernandez & Boire P.A. and Safeguarding a Future for Africa’s Elephants (S.A.F.E.).

Portrait of eraser farm team

Buzz About EraserFarm Continues to Grow

Several years ago, while working at 22squared, Cindy Haynes and James Rosene used to dream about opening their own shop. But they were young, and not ready to take on the risk.

Last summer, when Rosene brought up the idea again, Haynes knew it was the right time. “We were older and more established and ready to take on the responsibility that owning a business really requires,” she says. At the time, Haynes was the senior vice president of marketing for Front Burner Brands, overseeing creative work for Grillsmith, Burger21 and The Melting Pot. Prior to Front Burner, Haynes was a senior vice president for Tampa’s 22squared. Although he freelanced for a couple years, Rosene was previously a creative director for 22squared, building campaigns for clients that ranged from Publix to Buffalo Wild Wings. Rosene introduced Haynes to Margaret Mariani, who would become the third piece to their puzzle, a brand strategist who had worked with brands such as Audi and Polaris. Together, they decided to start EraserFarm, an agency focused on telling brands’ stories, in October 2013. The trio picked the name because they see erasers not as a symbol of a mistake, but rather as a 
tool to find the best solution.

The three partners each focus on different areas. As managing director, Haynes focuses on heading up accounts from both the client and agency side. A writer by trade, Rosene is creative director, and Mariani is the firm’s brand strategist, helping brands find their voice. Having a well-known lead strategist and lead creative work together on every campaign from pitch to execution is what makes the team stand out, Haynes says. That’s not to say it was easy to go from a fat paycheck to nothing, she admits. They each put in cash of their own and found ways to keep overhead to a minimum. This Christmas, Haynes, Rosene and Mariani are paying themselves their first paychecks.

The agency has taken on a lot of project work to demonstrate its worth, in hopes of eventually becoming that prospect’s agency of record. This year the team is working on a project for Jeff Vinik’s real estate team. “A lot of agencies are afraid to take on projects and not securing a monthly retainer,” Haynes says. “But project work helps you build trust with a client. With projects you dig in the messy dirt and you’re able to make a diamond out of a piece of coal.” Because other agencies are unwilling to tread there, it helps EraserFarm build its reputation, she adds.

EraserFarm also differs from its competitors because it doesn’t want to grow too big, Haynes says. Its strategy includes bringing in partners to do specific work for each campaign, rather than hiring tons of employees in-house. It’s not just about keeping costs down, it’s also about knowing how to leverage expertise from outside experts. “We’ll never have media buying in-house,” Haynes says, “We’re experts at what we know.”

It’s one of the things that Haynes credits for making EraserFarm a better partner than a large agency. A lot of times companies are disappointed when the big wigs from an ad agency pitch the winning strategy, and then put a group of recent college graduates on the team to execute it, Haynes says. With EraserFarm, the big wigs, or Haynes, Rosene and Mariani, will have their hands on all projects throughout the process.

“We thank their previous businesses for what we’ve learned on what to do, and what not to do,” Haynes says.
It’s part of the grueling process of picking up clients, Haynes says. To start, EraserFarm started with people the trio knew. The team scheduled hundreds of meetings. “If I can sit in front of someone, I can start a relationship with them,” Haynes insists.

One of the first leads they got was from a personal injury law firm, Kinney, Fernandez & Boire. Haynes remembers thinking, “Oh gosh, another personal injury firm…yuck.” But after a long discussion with the law firm, they realized it wanted something atypical, which is why it chose EraserFarm. The firm selected EraserFarm as its agency of record and is set to release its first campaign in the first quarter.

The team is working with brands such as Carmel Kitchen and Wine Bar, Intrepid Powerboats and the Yankees on campaigns for 2015.

In 2015, the company also plans to continue to build and develop relationships. “You can have a bad campaign or make a mistake with an ad. If you have trust with a client, you can fix it,” Haynes says.

Read more on the Business Observer’s website.

magazine on table

EraserFarm Featured in Archive for S.A.F.E and Dodge Ram

The EraserFarm team is honored to be featured in Lürzer’s Archive.

Lürzer’s Archive has chosen two EraserFarm clients – S.A.F.E. and Dodge – to feature in their publication. Archive puts the focus firmly on the principle of “curatorship of inspiration” presenting only the most interesting new print campaigns, TV commercials and digital designs from all over the world. As an agency that differentiates itself by its hunger to create original, breakthrough advertising that pushes clients further in the black, EraserFarm is proud to be selected by Archive.

Lürzer’s Archive features two EraserFarm clients – Dodge and Safeguarding a Future for Africa’s Elephants