INC's NutTunes Campaign Reaches Gen Z Through Spotify
Laura McQuarrie — July 5, 2024 — Marketing
References: inc.nutfruit.org
The International Nut and Dried Fruit Council (INC) conducted a study on Latin America's Gen Z dietary preferences and debuted the NutTunes campaign as a result.
The study showed that nuts and dried fruits are valued by Gen Z for their health benefits. Although there were slight variances by country, peanuts, almonds and walnuts are the most consumed nuts by this demographic, followed by cashews, hazelnuts and pistachios.
To reach "the snacking generation" and their preferences for eating between meals, INC launched NutTunes, a captivating video series with 3D animation and AI technology. As part of the campaign, the most popular nuts and dried fruits come to life to sing about their health benefits and the full NutTunes playlist can be listened to on Spotify.
The study showed that nuts and dried fruits are valued by Gen Z for their health benefits. Although there were slight variances by country, peanuts, almonds and walnuts are the most consumed nuts by this demographic, followed by cashews, hazelnuts and pistachios.
To reach "the snacking generation" and their preferences for eating between meals, INC launched NutTunes, a captivating video series with 3D animation and AI technology. As part of the campaign, the most popular nuts and dried fruits come to life to sing about their health benefits and the full NutTunes playlist can be listened to on Spotify.
Trend Themes
1. Gen-z Health Awareness Campaigns - The increasing focus on health benefits in advertising appeals directly to Gen Z's growing interest in healthy snacking habits.
2. Interactive Video Marketing - The combination of 3D animation and AI technology in video series enhances engagement and educational value, creating a unique user experience.
3. Music-driven Advertising - Leveraging platforms like Spotify to create customized playlists aligns brand promotion with popular lifestyle choices of younger audiences.
Industry Implications
1. Food and Beverage - The incorporation of health-focused messaging in snack marketing taps into growing consumer demand for nutritious options.
2. Digital Marketing - Advanced animation and AI techniques revolutionize traditional advertising methods, offering dynamic and captivating content.
3. Music Streaming Services - Collaborations with brands to curate playlists open new revenue streams and enhance user engagement on music platforms.
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