Which of these food and beverage stories is fake?
In the course of a week, our blogging team probably reads (or at least skims) somewhere around 200 food and beverage news articles in search of interesting news to opine about here on the blog. As you might expect when you consume that much material, you come across a lot of stories that seem too bizarre to be true.
We’ve summarized three of those odd-ball stories below and mixed in a story of our own – a complete fabrication cooked up by our writing team. Which story is the fake? Leave a comment with your best guess. We’ll reveal the answer in an entry next week. Read more...
- CUE SAD SARAH McLACHLAN SONG – Pet advocacy group Animals Asia has blanketed Chinese train stations with nearly 300 ads that urge travelers to make one simple dietary change: Stop eating dogs and cats. The ads show a would-be diner using chopsticks to put the pinch on a stray pooch or a lovable family cat. The campaign points out that cat and dog meat sold in Chinese restaurants – which apparently is relatively common over there – is often from stolen animals or strays.
Capri Sun taps athletes for kid-focused campaign (plus 3 athlete TV spots that fumbled)
We’ve written in the past about how brand mascots have been proven to deliver more social media buzz than a highly paid celebrity spokesperson (the Pillsbury Doughboy garnered more than 10 times the online buzz for Pillsbury than LeBron James did for Nike).
While that may be true for particularly well-known brand mascots, a celeb spokesperson is still a good choice if your brand isn’t blessed with a megawatt mascot. Athletes are particularly popular marketing choices. They’re admired, well-respected, and they’ve got plenty of visibility, which is great for your brand. Sure, they’re usually better at hitting home runs than they are at acting, but that unpolished performance in front of the camera can actually be somewhat charming.
Capri Sun knows what we’re talking about. The TV spots for the juice pouch brand’s “Kids vs. Pros: Playground Throwdown“ campaign are actually pretty good, despite containing not one, not two, but four athletes. Check out all five spots here. One reason for the ads’ above-average quality – the jocks have no speaking roles. Read more...
How SMS marketing and push notifications can score for your digital marketing campaign
Are SMS-based marketing campaigns still effective? If executed properly, the answer is yes. Take Frito-Lay’s “Tostitos QB Matchup,” for example. The campaign, which is partnered with the NFL, puts two NFL quarterbacks in a head-to-head showdown and lets fans choose which player will win that week’s showdown (for example, this week’s matchup asks which of two quarterbacks will throw for more yards during Monday Night Football).
Consumers receive one SMS message per week, which includes a link to a campaign microsite. The effort also distributes coupons and offers via email addresses and ZIP codes provided by consumers.
Of course, SMS, email and microsites are just a few pieces of the digital marketing puzzle. Marketers with a branded app would also be wise to take advantage of push notifications to reach on-the-go consumers. Push notifications – the text message-like alerts that pop up to provide info and updates – can work by following a few simple rules: Read more...
- OFFER REMINDERS – The average lifespan of an app on a user’s smartphone is less than about 30 days. If a consumer has downloaded your app but hasn’t used it in a while, push notifications can be used to remind them why they downloaded the app and give them a reason to start using it again. Reminders can also be used to give fans a heads up about new campaigns and contests.
Budweiser packaging fails to impress and what brands can learn from the blunder
As any CPG brand marketer will tell you, if you can’t win consumers at the store level – by beating the competition side-by-side with you on the shelf – you won’t win consumers in the long run. Oh sure, you can create witty TV spots and flashy print ads, but if those efforts are saying one thing and your on-shelf presence is saying another … well, we can all agree that’s not a good thing.
Just ask Anheuser-Busch. The King of Beers has an annual marketing budget somewhere around $1.5 billion and, as you might expect, that investment has mostly paid off. A study by market research firm Affinnova ranked Budweiser first for being affordable, confident, energetic, fun, friendly and genuine. But once consumers enter the store, those same perceptions dry up when shoppers see the brand’s iconic red packaging among its competitors.
That’s not good news for Budweiser, of course, who earlier this year rolled out a major packaging overhaul designed to complement the new bowtie design on its cans and bottles. Read more...
Rise and shine: Breakfast fuels bakery café segment expansion
They say breakfast is the most important meal of the day, and the bakery café industry is taking that advice to heart in order to bolster its bottom line.
Bakery café chains like Panera Bread, Einstein Bros. Bagels and Tim Hortons are all growing rapidly by embracing breakfast, but also because more consumers are favoring the moderately priced, high-quality menu items they offer. According to a report from IBISWorld, “in the next five years, economic fundamentals such as consumer spending and disposable income are anticipated to perform strongly, creating a favorable operating environment for bakery cafes.”
The report also projects revenue for bakery cafés to increase more than 7 percent in the next year, to $7.1 billion – a trend that’s expected to continue through 2018.
Our take: Even though breakfast sales remain high at fast food establishments and coffee chains like Dunkin Donuts, newfound disposable income means consumers are looking for morning meals that are slightly higher in quality and don’t mind paying slightly more for it. If your brand isn’t currently in the bakery café realm, that’s okay. A little creative thinking and a well-executed cross-promotion is all you need to get in on the trend in the early stages. Read more...