In today’s supermarkets, consumers are faced with a significant challenge that impacts their experience in every aisle: rising food prices. With this surge in costs, shoppers are reevaluating their purchasing habits, considering both necessity and value with each item they pull off the shelves.
Streaming Success for Food Brands
Is your brand ready to make a splash in the OTT stream?
OTT (over-the-top) advertising bypasses traditional cable and broadcast platforms to deliver ads via streaming services, and it has quickly become one of the hottest and most effective mediums for food brands to communicate with consumers. It has made TV accessible to brands of all sizes and offers the ability to dial-in your targeting to new levels of precision.
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The Art & Science Of Appetite Appeal
Have you ever noticed when you see a Red Lobster commercial that you’re suddenly in the mood for seafood? Or when you see a thick, juicy steak sizzling in a butter-soaked pan with fresh herbs, you find yourself craving Longhorn or Outback Steakhouse for dinner? Or when a halftime ad shows a crisp amber spout of beer being poured into a chilled pint glass, you’re grabbing a tall, cold one from the fridge before the second half kicks off? Consumers can fight off those mouthwatering urges once or twice, but, eventually, you will give in to that appetite appeal.
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Am I “Reaching” The Right Consumers?
“Consumers are currently purchasing my brand 5 times. If I could increase their buy rate to 6, I could grow sales by…” I’ve heard this theory/thought-process a thousand times. And the fact of the matter is—it doesn’t work. If your goal is to grow your brand, this strategy will never get you there.
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Is Big-Brand CPG Dominance Over?
The new IRI New Product Pacesetters report is out. And although their findings indicate mass market is still in decline overall, it seems that smartly targeted markets are growing. And that has more to do with how accurately the opportunity has been forecast than the size (and depth of the pockets) of the company bringing it to market. Small Companies (annual sales under $1 billion) are doing a better job of understanding how consumer wants and buying practices are evolving, targeting an opportunity, then moving quickly to deliver the right product to the right audience at the right time.
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Does Social Responsibility Sell?
Can social responsibility truly build sales for your brand? In a word, YES.
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The Death Spiral of Price Promotions
Price promotions. I like to refer to them as the race to the bottom. Who can win the competition of having the lowest price and commoditizing their brand?
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The Power of Lateral Thinking
As food marketers, we tend to think that telling potential customers how delicious our products are is enough. It’s why most new product launches and ad campaigns simply feature high-appetite food photography showing products at their mouthwatering best. Add a headline calling out product attributes and a few lines of aspirational body copy, slap “New” on it, and call it a day.
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