Food brands convey their health status through comical marketing tactics
Implications - As a greater emphasis is placed on health and organic ingredients, food retailers are seeking out more distinctive ways to showcase their commitment to the cause. Adding elements of humor, satire and animation, brands are speaking to their use of organic ingredients and natural practices in a way that is more approachable to younger demographics. Such tactics help transform informative content into lighthearted messages that are not only more digestible, but also more memorable in nature. This speaks to a shift toward messaging that is not only transparent, but that also appeals to specific demographics like Millennials or Gen Z who appreciate more playful brand engagements.
Workshop Question - What is your brand's messaging around health and wellness? How could you inject a sense of play into your approach?
Trend Themes
1. Humorous Food Marketing - Brands are using humor, satire, and animation to showcase their use of organic ingredients in a way that is more approachable to younger demographics.
2. Skippable Ad Formats - Short, blunt, and humorous ads that cater to young consumers with short attention spans.
3. Anti-gmo Education - Humorous films and PSAs are being created to start meaningful discussion about the GMO debates.
Industry Implications
1. Food Retail - Food retailers are using humorous marketing and unique packaging to attract younger consumers.
2. Advertising and Marketing - Humorous ads and campaigns are becoming more effective in communicating messages to younger audiences with short attention spans.
3. Health and Wellness - Organic, non-GMO, and natural marketing campaigns are becoming more prevalent with consumer demand for more natural and healthy food products.
