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©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Maximise your marketing
communications strategies
in the New Norm
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
✓ Focus exclusively on health and nutrition
✓ Walk the talk as an industry insider who knows the market and the
media intimately
✓ Establish strong brands
✓ Provide a global media coverage
About
Hi, I’m Liat Simha. PR Specialist, Founder and Managing Director of NutriPR
NutriPR was founded in 2002 as a boutique PR agency within the B2B and
mass media space, achieving high-impact public relations campaigns.
1. How to accelerate your company, brand and image during COVID-19
2. Why you need to know food trends
3. What are the new food & beverage trends
4. How to attract the right reporters to enhance your media reach
5. How to maintain your media relations during social distance
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
What’s on the menu today?
A review on changes in consumer behavior
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Consumer expectations are HIGH → TRUST IS KEY
Consumers globally are expecting brands to help during the
coronavirus pandemic, even to the point of losing money
According to a survey from March 2020, 12,000 people world wide (Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, U.K., U.S.)
Brands
should
make
products
to help
with the
crisis
89%
Brands must aid to earn or keep their trust
50%
Brands
needs
to work
with
governme
nt and
relief
agencies
90%
Brands must protect people to keep their trust
52%Brands that prioritize profits over people will lose their trust forever
71%Brands
should
protect
employee
safety and
well-being
90%
Source: https://www.prweek.com/article/1678756/brands-better-step-during-pandemic-edelman-trust-barometer-special
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
UK review
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Changes in food-related behaviours
Shopping and cooking habi t s have changed
Source:
1. Environmental charity Hubbub, 2000 adults.
2. John Lewis and Waitrose report
Cutting expenses Home cooking Support businessesEmotional eating
43% concerned about food cost
48% throwing away less food
30% making lists and meal
planning
42% not buying takeaways
63% online searches for ‘How to
grow your own’
38% are snacking more
25% are drinking more
21% are drinking less
20% homemade Happy Hour
and virtual parties
44% online searches for
‘comfort foods’ recipes
33% supporting small and
independent businesses
89% will continue using their
new food suppliers
47% eating more family diners
44% enjoying cooking more
25% buying better quality food
90% changed their cooking &
shopping habits
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Food and beverage trends during the coronavirus
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Know your food trends
• Develop successful & innovative products and seed new ideas
• Adjust your brand to cater for the new trends
• Ensure your messages to consumers are on target
• Demonstrate your position as an industry expert
• Grab the new opportunities
• Establish your brand as a market leader
• Effective storytelling on mainstream media and social platforms
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Seeds of hope during lockdown
M&S Little Garden:
• Giving away seedling kits in grow pots – bringing nature home
• Greater interest in sustainable packaging
• Ethical and charitable links are growing – food bank donations
• The Co-op to donate £1.5 million of food to ‘FareShare’ charity that
tackles hunger
• Community projects: Taking social action
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Deliveries - The milkman is back
• Snack packages - BoroughBox
• Vegetable boxes
• Wine boxes
• Milk, cheese, eggs and bread by the milkman
• Kits: Patty & Bun upmarket burger stores launch DIY Quarantine Kit
for making the ultimate burger at home
• Local farm shops
• Takeaways from cafes and pubs
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Home baking – Resurrection of bread-maker
• Home-baking bread and rolls at home. Experimenting with different
herbs, spices and seed varieties
• Baking with children – Time to be creative
• Flour shortage leads to alternative flours: spelt, rye etc.
• Trend to savory – Moroccan pies with chickpeas and red pepper
• Consumers looking for a home baked appearance in store
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Fear of buying meat and fish in markets
• A fear of buying meat and fish in markets has led to more cooking
with plant-based alternatives
• 20% of UK consumers reduce meat consumption
• 15% reduced dairy and eggs consumption
• Moving to new proteins such as peas, beans and lentils
Source:
1. The Vegan Society
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Seeds of Innovation
• Consumers are buying nuts and seeds snacks
• Seedsnacks - Baked snacks for the health conscious with chicory
root fibre, high-value hemp and linseed
• Quick & easy nutritional boost
• Linwoods’ pack contains hemp, linseed flaxseed, and chocolate
nibs with added COQ10 for functional beauty
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Comfort foods
• The Breathe Easy brownie is made with CBD (cannabidoil)
• Mindful Bites vegan pannetonne – uses the slogan ‘snack with
intention’
• Balance chickpea & Barley home-made style soup: vegan with
only 142 calories.
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Chocolate with a Purpose
Indulgence and caring combos:
• Love Cocoa range – both beautiful packaging and fair-trade ethics
• Tony’s Chocolonely
• A genuine fair trade goes to the growers – caring for people first
and planet second.
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Better snacking
• Personally tailored snack box
• graze has over 100 delicious wholesome snacks
• 100% recyclable package and tray
• Zero waste
• Factory and bakery are 100% carbon neutral
• Sourcing responsibly
Popped crisps demonstrates two new trends:
• The process does not involve frying and supports overall wellbeing.
• A great alternative for vegetarian and flexitarian consumers
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Innovations in plastic-free packaging
• Refillable solutions such as Fill Refill
• Banana leaf and bamboo dishes making inroads; brown paper bags
and oiled papers to proliferate
• Expect an upsurge in biodegradable and compostable packaging.
• Source of the Earth whole wheat puffs/popped crisps in milk protein –
plastic free home compostable packaging
Cocktail hour creations
• Making a special time of day to wind down. Some consumers are
raiding their drinks cupboards and ordering new confections such as
this dessert inspired range.
• Liqueurs are up 78% as people try new cocktails at home.
• 20% have enjoyed a virtual cocktail party
• Popular buys during lockdown included
Tequila (+175%) and Kimchi (+43%)
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Online gifting : show you care
• Showing family/friends that you care while being apart.
• Gifting online has significantly increased within the food/drinks
industry.
• T2 offers a range of loose teas and unique mugs with an integral
stainless-steel tea strainer, at mid range gift price.
• Consumers have more time to enjoy the ritual of tea making - one of
the go-to drinks in times of stress and needed comfort.
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
US review
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Pandemic accelerates shift to meat substitutes
• Plant-based alternative sales jump 200% 1
• Production of plant-based protein is more automated and less reliant
on labour
• Jumps of 30% for fresh meat
• A sharp fall in meat production capacity as many facilities close or
slow down
• US plant-based meat companies sales dropped dramatically
Source:
1. FT, Nielsen
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Leftover innovations
• Knox Whiskey Works is selling the hand sanitizer at a competitive
price to cover costs and plans to donate some profits. It is made of
whiskey waste.
• The Illinois Soybean Association has partnered with the Chicago
Park District to produce hand sanitizer.
• A component of hand sanitizer comes indirectly
from soybeans.
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
America’s shopping cart
• Meal kit sales are surging
• Restaurants are stepping into meal kits sector
• Snacks for stress-eating — potato chips and chocolate
• Worldwide surge in demand for organic and sustainable foods 2
• Fresh produce sales up
Source:
1. Ecovia Intelligence
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Comfort, nostalgia and long shelf life
• Processed foods make a pandemic comeback
• Shoppers are moved by nostalgia
• Shoppers are hunting for longer shelf lives.
• Returning to old standbys like Chef Boyardee and Campbell’s soup.
• Easy-to-make meals to accommodate working parents feeding their
children.
• Relaxing with Doritos and Cheetos.
Source:
1. https://www.nytimes.com/2020/04/07/business/coronavirus-processed-foods.html
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
New beverage launches
Immunity-boosting products on the rise
Plant-based dairy alternative pops up in lattes, chocolate
bars, yogurts and more.
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Oversized offerings on the rise
Restaurants and CPG manufacturers bet
on bigger with new supersized foods
Bigger is better in new supersized restaurant offerings.
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Recipes for Relief sells professional chef’s recipes
This is a website where
famous chefs post
recipes for meals and
drinks.
The company works with
chefs to edit the recipes
for non-professionals
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Salad Making Robots arrive to Hospitals
• Chowbotics is deploying 50 new salad
making robots to hospitals.
• Open salad bars are being removed from
cafeterias, restaurants and grocery stores
• Fresh food – Sally can make yogurt, grain
and salad bowls
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Highlight your brand’s benefits
• Improving mental health
• High on vitamin C – immune health
• Solve a problem: solution to increased screen time
• Weight management
• Comfort, empathy & compassion
• You can trust us – local, nutritious, clean label
• Planet friendly
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Seeds of hope during lockdownDo's and Don'ts
Do’s :
• Give messages of hope
• Send package to influencers
• Adjust your brand to fit consumers’ state of mind
• Partner with other brands
Don’ts:
• Connect your brand directly with COVID-19
• Sell directly
• Postpone R&D and innovation projects
Companies successfully reacting during the crisis
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Pharmactive
• Major changes in marketing communication plan due to COVID 19
and trade show consultations
• Launching a new ingredient for Weight Management
• Launching a new ingredient for Immune Health
• Storytelling how the company copes with the crisis in Spain
• Donation of gloves and surgical masks/glasses to hospitals in Madrid
• Massive LinkedIn campaign adjusted to the changes
• Strong coverage in food & beverage media
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Stepac
• Functional packaging enhances food safety and security
• Initiates news story relevant to COVID-19
• Highlights existing fresh produce packaging
• Links to relevant news from The European Organization for
Packaging and the Environment
• Successfully published in food, fresh produce, business and
packaging magazines
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Yemoja
• Launched the startup globally
• Main message – How the company is changing the microalgae
landscape
• No relevance to COVID-19
Campaign results:
• High quality leads through website and LinkedIn company profile
• Utilizing a strong social media presence
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
What ticks the reporters’ boxes?
• A product that can solve a problem created by COVID-19
• How your product fits the “New Normal” trends
• How your company combats the COVID-19 challenges such as
food safety and supply chain
• How your company helps local communities
• How your plant copes with these challenges
Don’t be afraid to challenge the
reporters with worthy news
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
We are here to help
If you would like to discuss your marketing communication strategies
Don’t miss opportunities - Seize the day!
Credit – Claire Phoenix, food & beverage trends analyst and writer
©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm
Thank you.
@NutriPR_
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