Posts tagged "culinary skills"

Serving a Narrower Audience of Devoted Fans is a Recipe for Success

February 6th, 2020 Posted by brand marketing, Brand preference, brand strategy, change, consumer behavior, Consumer insight, Culinary lifestyle, Emotional relevance, Insight, Navigation, storytelling 0 comments on “Serving a Narrower Audience of Devoted Fans is a Recipe for Success”

One brand’s story of transformational growth.

Awhile back we represented Sargento Foods, today the leading brand in dairy case cheese. When we started, Sargento was looking for a new chapter in its legacy as a packaged cheese-specialist, family-owned company. However, the Sargento business was challenged with rampant category commoditization – cheese is cheese is cheese. The segment share leader was store brand, providing ample evidence that consumers primarily bought on price.

  • Our goal was to transform the business by reinventing the dairy case cheese category. In doing so, devise a competitive advantage for Sargento that would change the landscape against historic branded segment leader, Kraft Foods.

Working in collaboration with Brad Flatoff, Sargento Chief Marketing Officer, insight research was commissioned to dig into consumer segmentation and behaviors in cheese use. The effort unearthed an evolving consumer relationship with food. A new and important audience was emerging, roughly 26% of the category overall, who were heavy cheese users and had a budding love affair with food.

  • This food-savvy audience formed the foundation of the Food TV Network’s expanding fan base.
  • They love being in the kitchen, or on the culinary receiving end, appreciated higher quality cooking and ingredients.
  • They could tell you about the functional differences of knives and pans they used in the kitchen.
  • They bought cookbooks for inspiration and subscribed to culinary magazines.
  • They were, as characterized in the study, Food Adventurers.

As is often the case in high volume, high velocity businesses, Sargento had cast themselves for years as the choice for everyone and anyone. This thinking ironically contributed to a form of water-treading stasis that held the brand locked in a third-place share position.

Then, a remarkable thing happened. Executive leadership agreed to let the marketing team redefine the target user, narrowing in on Food Adventurers and working backwards from that profile. We built a plan that redefined the category, the product composition, the packaging, pricing strategy and communications.

In short, Sargento elected to become the premium brand in the dairy aisle and play to food quality cues the Food Adventurer would recognize and embrace. Instead of trying to be all things to all people, Sargento wisely decided to pursue an audience that was invested in food experience and paid attention to the ingredients they used.

A new product line was created called Artisan Blends that combined artisan style cheeses with Sargento classic flavors. The step-up line was priced at a premium to other products and the packaging got a make-over to accentuate the tone and visuals of a European more premium esthetic. But most importantly, the messaging was changed, and the communications tactics moved to align with Food Adventurer ambitions in the kitchen.

  • Our strategy put the brand in league with a specific set of consumers as they participated in culinary discovery and pursued elevated taste experiences. Sargento became a sponsor and participant at the South Beach Wine and Food Festival, among other events. Celebrity Chef Michael Chiarello was retained as a spokesperson and cooking videos were created with him.

Bottom line: the gears were put in motion to carve a new future based on relevance and resonance specific to a food fan consumer.  Becoming important to a segment of the marketplace rather than defaulting to the all-things-to-all-people approach. Since then the retail channel business has transformed and the future, with help from the company’s enormously successful Balanced Breaks snack product line, is on a different trajectory.

Bold moves make for big results

To a large degree the success of this shift was in the hands of Lou Gentine and his son Louie, now CEO. Their willingness to swing for the fence and re-position the business led to the outcomes that have paid lasting dividends.

The lessons here come directly from the consumer and insight into their food needs and interests. Asking, how can we be of greater value to them and make a difference in their lives? When we brought the insight research to life, all aspects of the marketing mix were refocused on how we could build relevance and value with this audience and help them on their culinary journey.

Brand strategy guru Bernadette Jiwa summarized the approach in a recent post:

“Like most of us with something to say, serve or sell, they [marketers] have to do a better job of speaking to only their right customers. They don’t depend on the footfall of mass awareness—they thrive on the loyalty of minority affinity, built one customer at a time, over time. They understand what their customers want, they make promises, then show up consistently, week in week out, without fail to keep them.

There is no one-size-fits-all marketing strategy. The tactics we use must align with our goals and the goals of the people we want to serve. How are you creating affinity with the minority of people who enable you to do your best work?”

The Sargento case study is a great example of the benefits of narrowcasting and marketing bravery.

  • When you decide to go all in with an audience that cares, and then cater to their wants, needs and aspirations, the results can be very satisfying – even transformative to the business.

This would not have happened without the insight research investment up front that, with trained eyes, unearthed the Food Adventurer target and their culinary aspirations. Armed with this understanding, the marketing plan became a lesson in ‘mattering’ to an audience of food fans. The impact on message and media was a powerful testament to why smaller engaged audience segments can have a significant impact on the balance sheet.

Can we bring this kind of fresh perspective to your business? Let’s talk.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Mainlining Umami Deliciousness to Secretly Drive Growth

June 24th, 2018 Posted by Consumer insight, Culinary inspiration, Culinary lifestyle, Food and wine, food experiences, Food Trend 0 comments on “Mainlining Umami Deliciousness to Secretly Drive Growth”

Yes, the Secret Sauce IS the Sauce

To our friends in the food and restaurant business: want to know how to get people to, in effect, eat out of your hands morning, noon and night? Turns out delicious and umami are littermates and keys to the culinary kingdom of eating satisfaction, smiles and happiness. These attributes sit knocking at the front door of repeat purchase and visits.

Yes, the path to great taste is regularly paved with umami, the fifth taste sense (friend to sour, sweet, salty, bitter) discovered and minted in Japan around 1908 by chemist Kikunae Ikeda. His work determined glutamic acid lies at the foundation of great taste experiences. Ikeda then set about commercializing this epiphany by designing it in crystalline form as a flavor enhancer ̶ commonly known as MSG.

The so-called Glutamate was a shot across the bow in refining and defining what it is that humans experience and love about deeper, crave-able flavor. This discovery helps explain why there are more burger and pizza chains than any other form of foodservice business. A cheeseburger with tomato and ketchup is an umami flavor bomb. Thus, perhaps, explaining its lasting popularity across both geography and generations. Ditto pizza.

How Umami found me

It was in a Galaxy Far, Far Away – the Pacific Northwest’s city of Seattle, where my journey begins as a junior home chef on a mission to apprentice the culinary arts. I discovered a cookbook titled The Sixty Minute Gourmet, published by the food editor team at the New York Times. It famously promised to impart basic French technique to the Yankee reader in short order.

I made every dish in the book. Perhaps the chief skill gleaned in the process was saucing and caramelizing. And thus I witnessed how reduction sauces, for instance, could be created to take a plain hamburger patty to an absurdly elevated and refined taste experience. It quickly became clear that any protein or vegetable could climb the deliciousness ladder if a compatible savory sauce pooled above or below.

The sheer act of reducing stocks – vegetable, beef, fish or veal – with butter, wine and in some cases (a little bit of) cream was literally a set-up for injecting umami flavor formally described as concentrated savory, brothy and meaty-ness. Relatively neutral tasting chicken could become a culinary tour de force with a proper sauce.

On commoner ground

Umami isn’t just a highbrow culinary concept. The ubiquitous bottle of ketchup also sits high on the umami ladder, and also probably explains why $8.6 billion of the common red condiment is sold every year in America, a per capita spend of $17.85 per person per year, according to Statista. No surprise Heinz owns about $1.4 billion of that lucre. What’s at work here, in addition to the brothy meaty-ness, is flavor intensity, mouth feel and a redolent savory-ness. When savory is combined with a creamy-like carrier that takes up residence on the tongue, magic happens.

  • The intense salty, nutty richness of correctly aged Parmesan cheese provides another umami-bite example; hence why cheese is, in many ways, king of the umami empire. Translating this understanding into business opportunity can be summed in an innovation cornucopia of opportunity.

Condiments, sauces, toppings and marinades can be employed as umami revitalizers, providing transformative power to reinvent otherwise bland and less interesting foods and menu items. Flavor enhancers impart what the senses want in appetizing taste experiences. It can alter the perception of value in the consumer’s passion for food adventures. Such as:

  1. Bone broth instead of stocks due to its inherent richness, mouth-feel and flavor depth.
  2. Soy, Teriyaki, sesame oil and other Asian sauces that drive the experience of a noodle way past its hereditary plain and maybe boring self.
  3. Sauces and proteins are a marriage made in heaven and allow not only for amping the delicious quotient but also bringing global flavors for an adventurous twist.

In short – bowls, pasta dishes, proteins, salads, vegetables and sandwiches can all be elevated by cranking up the umami index.

Quick innovations

Sauces and toppings can be a faster path to reinvention and reengineering packaged foods and dishes. Think of umami as flavor paint that accompanies anything it sits on or near, to bring the glutamic acid punch that sends ordinary to extraordinary.

The novel use of fresh real-food ingredients to form the basis of umami richness adds to the alchemy of creating flavor without resorting to the chemistry set. In the end, it is deliciousness that wins. Umami is the envelope that enrobes common foods in something special. The outcome is business growth because of the surprise and delight it imparts.

I know because here at the Wheatley house, Hamburger Soopreez as we call it is one of the most popular dishes on the family menu due to its umami bath. Thanks for getting us on the road Ikeda-san.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies.  Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

Groceries

Is Food Retail Held Captive by Mental Comfort Food?

June 17th, 2016 Posted by Retail brand building, retail brand relevance, shopper behavior, shopper experience, Uncategorized 0 comments on “Is Food Retail Held Captive by Mental Comfort Food?”
Old beliefs vs. a different future for food retailing.

What’s not to like about the past? We reflect on our understandings on what we think we know based on what’s happened over time – what’s behind us. It feels confident, warm and knowable.

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Hartman Home Cooking Facts

The Dawn of Culinary Culture

June 6th, 2016 Posted by food experiences, Food Trend, retail brand relevance, Supermarket strategy 0 comments on “The Dawn of Culinary Culture”
A new era of upgraded home cooking has arrived.

A recent infographic from the Hartman Group (shown above) reveals that 77% of consumers across various generational segments – from Millennial to Boomer – prefer having home cooked meals whenever possible.

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Couple Cooking

8 Food Culture Trends Transforming the Food and Beverage Business

April 28th, 2016 Posted by food experiences, Food Trend, Insight, Retail brand building, retail brand relevance, shopper behavior, shopper experience, Supermarket strategy, Uncategorized 0 comments on “8 Food Culture Trends Transforming the Food and Beverage Business”
Here is a true statement about securing the right path to growth whether you’re running a food company or food retail business:

The future of food and beverage belongs to solution-based specialists whose business operates from a platform of deep consumer insight.

Relevance to lifestyle interests and behaviors is paramount. Achieving alignment and integration with the things people care about is vital. It’s no longer just what you make or sell as much as it is about your ability to be meaningful and to matter.

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LEADING TRENDS IMPACTING THE FOOD AND BEVERAGE INDUSTRY – FOURTH OF A FIVE PART SERIES

April 6th, 2015 Posted by food experiences, Food Trend, Insight, shopper behavior, Transformation 0 comments on “LEADING TRENDS IMPACTING THE FOOD AND BEVERAGE INDUSTRY – FOURTH OF A FIVE PART SERIES”

The Grand Ingredient Play

This is the fourth installment in our “2015 Emerging Food Trend Forecast” series exploring food and beverage mega-trends.

4. The grand ingredient play – exotic spices, salts, sauces and other flavor enhancers to entice adventurous palates in the cupboard and fridge

For years we’ve watched the craft beer industry grow by leaps and bounds while factory beer sales erode. We’re now at the edge of the craft food movement as specialized, smaller scale food and beverage ideas gain notoriety. The U.S. food industry in many cases is built to serve scale. Bigger is better. However…

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