Coworking with Ian Wishingrad

On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

As CMO and co-founder of grain-free cereal brand Three Wishes, Ian Wishingrad is used to thinking outside of the box to market his product to shoppers—like getting the cast of Willy Wonka and the Chocolate Factory to try it. He’s also used to introducing retail innovators on his Adweek series “I’m with the Brand,” but today, he’ll introduce himself instead.

How would you describe your job to someone who doesn’t work in retail? My main goal is working to make Three Wishes a household name. Day to day, I’m working closely with retailers to ensure the product is eye-level so consumers never miss it. Last, but far from least, I’m driving marketing, social media, and influencer strategy to help bring more awareness and trials.

One thing we can’t guess about your job from your LinkedIn profile: How important relationships are to the success of your brand.

What’s your favorite project you’ve worked on? Once NIL restrictions were lifted last year, I contacted [NCAA basketball player] Buddy Boeheim from my alma mater, Syracuse University. We were the first commercial to include a college athlete and now have a box with his likeness on it.

Name your must-follow accounts: For retailers, @WholeFoods and @Sprouts. For insider knowledge: @Scott Galloway, @Dan Frommer, and @LeanLuxe.

Which emerging trend are you most excited about? The resurgence of brick and mortar and the lowered significance of DTC. Being on a shelf IRL at a grocery store subconsciously makes you way realer and trusted than just another tile in a news feed or another #sponsored product from someone with a following.

Hands down, the best fast-food restaurant chain is…Taco Bell. Did you see its $10 taco subscription launch? Brilliant.