In 2020, Mother Raw is planning to launch its 20th product, which will take the form of a plant-based dressing with tahini—but the brand wants input from people to determine what the exact flavor will be. The brand is known for its plant-based and organic dressings, dips, condiments and queso, and its campaign invites people to choose whether the product should have a Maple Tahini flavor or if it should be introduced in a Lemon Turmeric Tahini variety.
Voting runs for a limited time during the month of November and participants have the chance to win a private dining experience with a personal chef.
Mother Raw sees that tahini is set to become one of the most sought-after flavors of the year ahead and wonders whether consumers will prefer an option that's sweet and savory or zesty.
Crowdsourced Dressing Campaigns
Mother Raw is Inviting People to Vote on a Plant-Based Dressing
Trend Themes
1. Crowdsourced Dressing Campaigns - Mother Raw invites consumers to vote on the flavor of its new plant-based dressing, tapping into crowdsourcing as a trend in product development.
2. Plant-based Dressing - The rise of plant-based diets and consumer demand for healthier options presents an opportunity for innovation in the dressing industry, as seen in Mother Raw's focus on organic, plant-based dressings.
3. Tahini Flavors - The growing popularity of tahini as a flavor in various cuisines opens up opportunities for the development of new tahini-based dressings and condiments, as demonstrated by Mother Raw's exploration of Maple Tahini and Lemon Turmeric Tahini varieties.
Industry Implications
1. Food and Beverage - The food and beverage industry has the potential to capitalize on the increasing demand for plant-based, organic products like dressings, dips, and condiments, as exemplified by Mother Raw's offerings.
2. Consumer Goods - Incorporating crowdsourcing and consumer input into product development strategies can be a disruptive innovation opportunity for consumer goods companies, allowing them to engage and involve consumers in the decision-making process.
3. Hospitality - Partnering with food companies like Mother Raw to offer exclusive dining experiences as part of promotional campaigns can be a marketing strategy for attracting consumers to restaurants and other hospitality businesses.