Brands host pop-ups to illuminate healthy additions to chilled products
Implications - In order to re-position chilled food products as a responsible meal option, brands are putting forth comprehensive campaigns that illuminate a product's best uses. Often incorporating fresh ingredients and calling on the talent of local chefs, such promotional events serve to elevate ready-made food products as health-conscious options. As consumers become more informed about their consumption, they require experiential education to change pre-existing notions.
Workshop Question - Recreate your own pop-up, which is designed to enlighten consumers on a typical misconception of your market/brand. What does this look like?
Trend Themes
1. Experiential Education Campaigns - As consumers become more informed about their consumption, experiential education serving to elevate ready-made food products have disrupted the market for health-conscious options.
2. Pop-up Events - Pop-up events, such as branded soup shops and experimental snack brand pop-ups, continue to disrupt the market and capture the attention of consumers.
3. Reducing Food Waste - Companies are developing innovative approaches and campaigns, such as The Economist's 'From Bin to Blender', to reduce food waste and turn it into new products.
Industry Implications
1. Food & Beverage - Experiential campaigns, branded food pop-ups and developing new approaches to reduce food waste continue to disrupt the industry.
2. Marketing & Advertising - Pop-up events are becoming increasingly popular as a marketing and advertising tool, appealing to millennials and capturing the attention of consumers.
3. Sustainability - Reducing waste and developing innovative approaches to use that waste in new products, appeals to green-oriented consumers and is likely to drive marketing strategies.
