Brands engage consumers with recipe-driven social campaigns
Implications - In an effort to showcase the multifaceted uses for conventionally indulgent food products, brands are encouraging the modification of such items into everyday, health-conscious recipes. By inviting consumers to share their own versions of such recipes, brands are able to showcase the real ways in which other consumers are engaging with the product in a healthy way, putting the voice of the consumer front-and-center in terms of branding.
Workshop Question - What can you do to put the voice of the consumer front-and-center in your branding?
Trend Themes
1. Modified Recipe Campaigns - Encourage consumers to modify indulgent food products into everyday, health-conscious recipes through social campaigns such as Hellmann's ReciTweet and McCain's #MODIFRY.
2. Infographic Recipe Campaigns - Brands like Knorr transform handwritten family recipes into beautifully designed infographics to create shareable content and showcase their products using social media.
3. Meal Kit Delivery Services - Companies such as The New York Times are teaming up with chefs and food journalists to offer healthy meal kits, responding to a growing demand for convenient meal prep solutions.
Industry Implications
1. Food and Consumer Goods - Industries such as the food and consumer goods ones can innovate by engaging the community and their brand's consumers to incorporate their products into everyday practices and choices.
2. Technology and DIY - Remixing DIY culture for the food industry, brands like Brit + Co and Hellmann's use technology such as social media platforms to encourage personalized and creative serving and consumption of food.
3. Media and Journalism - The meal kit delivery industry can disrupt and innovate the traditional media value chain by tapping into the vast knowledge of food journalists and sourcing content from their archives.
