In an effort to reinvent the eggplant emoji, Rao's, the clean label brand, launched a recipe text generator that lets customers receive delicious and healthy meal recipes for sending the brand any food emoji -- including the infamous eggplant.
The initiative is called Reci-Mojis and users can send food-related emojis to S-A-U-C-Y (72829) to receive a recipe that pairs with the emojis that were sent. For example, if users are craving something chicken-based, users can text the poultry leg emoji and may receive something along the lines of a decadent and delicious chicken alfredo dish.
This new marketing initiative makes use of consumers' preference for mobile communication and incorporates younger generations' fascination with emojis and their association in pop culture.
Branded Recipe Text Generators
Rao's Will Send You a Recipe If You Text the Brand a Food Emoji
Trend Themes
1. Emoticon Recipe Generators - Emoji-powered recipe text generators that allow customers to send food-related emojis to brands in exchange for recipe suggestions.
2. Mobile Marketing - Leveraging mobile communication to bring convenience and fun to customers, and promote brand-customer engagement.
3. Customized Meal Planning - Personalizing recipes based on customer food choices and preferences based on the use of food emojis.
Industry Implications
1. Food and Beverage - Food and Beverage companies can adopt recipe text generators as a marketing initiative to increase customer engagement and loyalty.
2. Communication and Technology - By incorporating the use of emoticons and mobile technology, companies can reach younger audiences and enhance brand-consumer communication.
3. Personalized Nutrition and Recipe Planning - Recipe text generators can be used by nutritionists and dietitians to assist clients in customizing recipes that align with their dietary preferences.