Foodie content adopts a more raw tone
Implications - Up until this point, foodie-targeted content leaned toward instructional and domestic with a touch of glamorization. Responding to the rise in alt-foodies, more raw, masculine food-focused content can be observed. This shows the proliferation of foodie culture among the mainstream demographic.
Workshop Question - Removing all the frills from your brand, how can you position yourself in the market as a reputable, de-glamorized company?
Trend Themes
1. Alternative Foodie Culture - As alternative foodie culture rises, a more masculine and raw food-focused content can be observed, creating opportunities for food-focused content creators to appeal to the mainstream demographic.
2. Healthy Eating Habits - The rise of humor-based advertising promoting healthy eating habits in society's youth creates an opportunity to raise awareness of child obesity through provoking humor that takes place on educational yet entertaining platforms.
3. Celebrity Chef Endorsement - Celebrity endorsements from well-known figures like rapper Snoop Dog in Burger King's training videos create an opportunity to garner attention for new menu items and appeal to a younger, more engaged demographic through humorous celebrity promotion.
Industry Implications
1. Content Creation - The rise of alternative foodie culture creates space for content creators to target the mainstream demographic with more raw, masculine, and diverse food-focused content.
2. Health and Wellness - The increase of humor-based advertising promoting healthy eating habits shows an opportunity for the health and wellness industry to develop engaging campaigns that can create a positive social impact.
3. Fast Food - The rise of celebrity chef endorsements creates opportunities for fast food companies to garner attention from younger and engaged audiences, particularly through humorous and relatable celebrity promotions.
