Advertising a brand’s “goodness” is both an art and a science.
According to research from Bader Rutter Intel Distillery, Chicago, which held a live panel discussion on the subject on August 25, the idea of what is “good” in food and beverage marketing is changing. Overall, the Bader-Rutter findings show that while novel definitions are becoming more significant, older ones—like flavor and nutrition—are not disappearing.
According to Dennis Ryan, executive creative director at Bader Rutter, “the source of food and how it’s made hasn’t really been an important message to consumers for decades.” But thanks to the spread of brands and the availability of information through digital and social media platforms, consumers can now make informed brand choices based on factors like whether a brand is consistent with their values, how it is produced, where it is grown, and how much it costs to produce. Therefore, the key to modern marketing success is now identifying your good and making sure that your definition of good matches your target audience on the appropriate platform.
Since there are many different kinds of good qualities, the concept of good is straightforward yet has many different interpretations. Intel Distillery’s investigation of interactions among the 1,500 most significant personalities in the sector since 2014 revealed how definitions vary widely, ranging from social goals to taste, nutrition, and ingredients.
Mr. Ryan stated, “Good taste alone isn’t always enough in an increasingly commoditized market.” “Discussions about ingredient sourcing decreased, while conversations about communities and the environment increased in volume.”
“In my 25-year career in food marketing, I have seen the definition of good food evolve from safety and quality to what is now more all-encompassing: good for me and good for the planet,” stated Jarrod Sutton, chief strategy officer of the National Pork Board in Des Moines, Iowa.
Food and beverage marketing teams aggressively strive to make items and brands good in order to sell them as a result of this changing understanding. It takes a multifaceted approach.
“At Quaker, we work hard to satisfy our customers’ evolving needs every day by providing both flavor and nutrition,” stated Kristin Kroepfl, chief marketing officer of Quaker Oats Co., Chicago, a PepsiCo company based in Purchase, New York. “(It also covers) how we have supported agricultural practices over time and will do so going forward to ensure the future supply of oats, not just for ourselves but also for the North American market and the international markets in which we are currently active.”
The National pig Board changed its focus on pig marketing approximately ten years ago from emphasizing safe cooking temperatures to good category management at retail. Good drew nearer to agricultural producing methods.
According to Mr. Sutton, customers were curious about the use of antibiotics. They were interested in learning if hog farmers were using antibiotics wisely, effectively, and responsibly. They had questions regarding stewardship.
Mr. Sutton stated, “We were doing regenerative agriculture before it was cool,” and he clarified that the US pork industry is close to reaching carbon neutrality. “We want to have a net negative impact. My responsibility is to convert this sound science into catchy soundbites that appeal to customers so they will recognize the benefits.
How the dairy cooperative generates good was described by Joe Prewett, executive vice president for brand at the Tillamook County Creamery Association in Tillamook, Oregon. The company internally aspires to be the best, not merely the best. This is communicated to the outside world through the customer promise that “tastes better because it is made right.”
Mr. Prewett continued, “We go on to explain the many aspects of ‘right.'” “Our goal is to support all farmers who share our objective of nourishing lives in an expanding world. This is one appropriate approach to accomplish that. This fits well with our effective messaging.
As part of this, Tillamook has made investments in farming’s future through the American Farmland Trust (AFT), a group that defends farmland, encourages ecologically friendly agricultural methods, and keeps farmers on the land. 10% of all Tillamook retail sales were contributed to AFT in September 2020, marking the beginning of the initiative one year ago.
“Good messaging should include emphasizing the everyday lives of farmers and the application of scientific rigor to say, ‘This is best today, but we’re not satisfied and we’ll be better tomorrow and continue to improve,'” Mr. Sutton stated.
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In order to better grasp the farmer link, Ms. Kroepfl urged marketing teams to collaborate closely with procurement.
“This kind of talk could reveal value that is concealed in the supply chain,” the speaker stated. “It might inspire a thought.”
Ms. Kroepfl concluded that there is an intersection of three factors to consider when determining where to direct efforts toward effective communication. The “authentic brand DNA” comes first.
She advised, “You need to inventory and comprehend your brand equity at a very deep level.” Then, ascertain what your lead customer demands and desires are. Examine that realization in detail. Then transition to foresight from consumer insights. Determine the values that unite us. It depends on facts and gut feeling and is both an art and a science.