Posts tagged "food retail"

Consumers carre deeply about their health and wellness

Consumer Health is the New Wealth

April 15th, 2020 Posted by brand marketing, brand messaging, brand strategy, branded content, Content Marketing, Digital marketing, food retail strategy, Healthy lifestyle, Healthy Living, Higher Purpose, Human behavior, Marketing Strategy, Navigation, Restaurant trends, Transformation 0 comments on “Consumer Health is the New Wealth”

Cultural shift impacts marketing strategy

Your marketing planning and strategic game plan will need to change to maintain relevance as the global pandemic creates a seismic cultural shift in how people behave and how successful relationships are formed between brands, retailers and consumers.

Here’s what you need to know about the basis of these transformative differences and their impact on your strategic communication plans.

The pandemic has served as the world’s greatest and most impactful, harrowing lesson on vulnerability. Regardless of age, income, career or social status, COVID-19 has reached into every corner of society to show that a highly contagious, invisible disease can move quickly and freely to impact every aspect of social and family life, career, health and wellbeing.

  • According to a recent survey conducted by the American Psychiatric Association, more than one-third of Americans say the pandemic has had a negative impact on their mental health.

Economic disruption, societal upheaval and social isolation have generated lasting deviations in how people behave – working to permanently alter life priorities and preferences. What people cared about in December of 2019 is radically different today and isn’t likely to subside in the future.

What was once important is less so now

The accumulation of assets and material wealth as evidence, goals or symbols of life success and fulfillment have fallen away, replaced by health and wellbeing as the new marker of desired “wealth” and personal success.

Anxiety, stress and loss of control have also created an open opportunity for brands and businesses to be a source of credible guidance on more mindful living, and reasserting lifestyle control with investments in personal health and wellness. It cannot be understated: the foundation of brand building is moving away from a transactional approach sewn into the fabric of marketing thinking for the last 50 years. It is resettling now on the requirement to create deeper meaning and a more personally-relevant, useful brand value proposition.

Simply said, you’re going to have to genuinely care deeply, organizationally, about the health and wellbeing of your customers and consider how the brand can contribute to improving their lives. This may sound like a water is wet statement, but in truth, it is an entirely different way of looking at the brand-to-purchaser relationship.

Moving from features, benefits and price cuts to empathy and care

Repeatedly stating ‘we’re in this with you’ isn’t sufficient. Brand and business behaviors must match the cultural shift to managing health and wellness – and operate in sync with how consumers are living and how their needs have morphed.

Higher purpose marketing is first about valuing the customer relationship in a different way. We can define it as putting the brand and business ‘in league’ with the consumer on their life journey, looking for ways to be of tangible value as they seek answers to some significant questions about how they should live and what the future holds.

This more empathetic view of how to communicate should be based in ongoing, continual investments in consumer insight research, designed to assess their attitudes and concerns in a downside of the curve and eventually post-pandemic world. When the brand is able to accurately mirror consumers’ views and desires, the opportunity for relevance is secured, and permission for a conversation is earned. ‘Talking at’ people about features and benefits is a sure pathway to disconnect because it casts the brand as hero of the storytelling rather than the consumer – who must be the hero in all brand outreach.

Data underscores the shifts in behavior

According to a recent national survey by Bernstein, nearly 60% of consumers report a surge in scratch cooking at home.

  • 35% say they care deeply about their wellbeing.
  • 30% say they plan to eat more healthfully.
  • 38% are looking for real food ingredients and packaged products with simple labels.

In fact, the study reported that health and wellness is on the rise as a key consideration when people shop for food. Consumers say they will increase consumption of vegetables, fruits and other fresh foods, while they reduce purchases of highly processed products and foods that are high in fat, sugar, carbs and salt. The current spike in sales of processed packaged foods is likely to be short-lived. Consumers post-pandemic will worry less about emergency stock-ups and instead turn their attention to managing their own health and wellbeing.

In a related study by AMC Global and reported in Food Navigator, 52% are increasing their use of online grocery shopping platforms, and 25% say they expect to continue using online channels after the restrictions are lifted.

  • 38% plan to more fully support local businesses and product sources.
  • 32% expect to continue cooking more meals at home.
  • 35% intend post-pandemic to spend more time with their families.

Post-pandemic planning insights

For food, beverage and lifestyle brands and retailers, health and wellbeing should be a centerpiece in your messaging strategy and given consideration as a focus of content creation strategies. It is the most important and viable way for consumers to regain control of their lives, and to address what is now one of the most significant concerns they have: protecting themselves and their families from immune system vulnerabilities, while enhancing their comfort and wellbeing.

A more holistic view of health and wellness should factor in stress and anxiety as a key component in healthy living strategies by offering guidance and information on ways to cope. Meditation and exercise can be an important way for consumers to administer self-care and address the uncertainty they continue to face in their lives.

The dynamic in how brand relationships are created will increasingly be based on reciprocity and operating in a manner that demonstrates the consumer’s welfare is a top priority, thus why transparency and trust creation will need to be addressed in communication and operations strategy.

The forced changes in routine home food preparation arising from the stay-at-home order, is likely to be permanent as consumers experience the benefits of exercising greater control over ingredients, portions and preparations. Brands should be working hard to operate as guide, coach and inspiration for aspiring home chefs who want to hone their skills and feed their creativity. Equally so for home-based exercise and fitness activities.

The pivot by foodservice operators to offer meal kits, groceries and culinary advice, is also likely to be a lasting business model change for the restaurant industry. Which brings us to the growing importance of the home as a centerpiece for social interaction, safety and security and now a place of work. This will favor digital-first thinking and enhance the value of media consumed online and at home.

E-commerce channel is going to get more and more use as the systems improve and the friction in ordering and accurate, timely delivery is removed. Brick and mortar retail will have to strategically shift to facilitate a more seamless experience in omni-channel shopping behaviors. The importance of web site and email marketing should rise as consumers increasingly look for helpful, valuable engagement rather than access to what is at most self-promotional or least an online brochure.

The efforts you make to invest in building social channel communities will get more productive as the brand voice moves further from self-promotion and more fully into offering useful lifestyle guidance and direction. This will facilitate a more interactive environment and encourage consumers to share their own stories, interests and concerns. Social proof is a vital part of creating belief and credibility with your best users and attracting new fans to the brand. If you want to attract to new fans to the brand, you need to start by being a fan of theirs!

Finally, people believe other people more than they do corporate voices. To the extent you are engaging outside third-party voices in brand communication, you have the opportunity to humanize the brand and create more authentic messaging. In fact, building a more human-like brand is a critical component to acquiring trust. Great care should be exercised in how paid influencers are deployed as the consumer increasingly sees these voices as compromised and less trusted.

Emergent is an expert resource to help you develop post-pandemic plans and strategies.

  • Do you need support in consumer insight research to help inform your planning?
  • Would guidance be helpful on building optimal messaging strategies and content creation programs?
  • Would it be of benefit to have a creative resource help think through the evolutionary changes that will be required in how you go to market?

Let us know if you would like to talk informally about what comes next.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Your Brand’s Higher Purpose Right Now is Health and Wellness

April 4th, 2020 Posted by brand messaging, brand strategy, branded content, CMO, consumer behavior, Consumer insight, Content Marketing, Emotional relevance, food retail strategy, grocery e-commerce, Healthy lifestyle, Healthy Living, Higher Purpose, Insight, Supermarket strategy 0 comments on “Your Brand’s Higher Purpose Right Now is Health and Wellness”

This is the moment to help consumers adopt a healthy lifestyle

COVID 19 has changed everything for consumers, who are now looking for ways to get back in control of their lives amidst unprecedented uncertainty. Food, beverage and lifestyle brands and retailers have an enormous opportunity to step into this need right now and help consumers do the one thing that can help protect themselves and their families from the advance of the pandemic: take control of their health and wellness.

  • Strong immune systems are supported by optimal health and wellness and can be of benefit to everyone no matter their age. While the world operates uncontrollably around everyone, the ability of people to acquire healthier eating habits and experience other activities that will enhance their wellbeing, is within their grasp.

We have growing evidence that brands are becoming more relevant (important) than public institutions as a source of help and inspiration in these trying times. If you are considering where to place your bets on messaging and communications strategy, supporting health and wellness is your new calling.

Emergence of higher purpose strategy

For years now we have continued to publish routinely on the shifts in public sentiment and behavior that merit brand’s adopting a higher purpose to govern their decisions, operations and marketing. The pandemic serves as a catalyst for making this strategic endeavor a fundamental part of sound marketing best practices. The days of self-promotion and strict transactional thinking about brand building are over. More enlightened brand support is required, especially in view of the transformational change brought on by COVID-19.

Brands need a relevant, useful, valued voice right now, one that helps inspire people to adopt the changes that will help benefit their own health. This is the strategic path to establishing your brand’s higher purpose.  Content creation here can vastly improve the traction and engagement levels of brand communication in any relevant category, from better-for-you beverages to pet food.

The role of the higher purpose brand in health and wellness

The role of your brand in this important mission is as credible guide and advisor on the path to enhanced health and wellbeing. The instruments to deploy include:

  • Healthier eating, preparations and menus
  • Enhanced exercise and wellness regimens
  • Improved sleep, relaxation and physical renewal
  • Stress reduction and emotional management
  • Family engagement, learning and relationship development
  • Integration of pet lifestyle in all of the above
  • E-commerce shopping tips and guidance to navigate dietary and wellness objectives

Stated simply, the best path is a holistic one that recognizes the integration of physical, emotional and spiritual needs – fundamental to enriching the lives of your customers and making a difference in how they successfully address the upheaval they’re experiencing.

Deployment of third-party voices

Key to activation is the use of outside third-party voices to help tell your story. Whether they are ‘real consumer brand fans’ who want to be of help to those around them, or experts in these subject matters areas from nutrition to culinary guidance.

Restaurant businesses are not faring well, and your efforts here could provide a new voice and relevance to chefs at a time when they need other channels of opportunity. Believe me, they want to help, too.

This is not the time to go dark

Ample evidence exists that brands who continue to invest, who continue to actively engage their consumers, come out ahead in sales growth and market share positions during tough economic times. Consumers remain open to receiving marketing messages from brands, especially those that have their best interests at heart.

However, the character of the message becomes ever more important and why the health and wellness platform for communications is directionally significant. Helping people get back in control of their lives is an important call to action. You have an opportunity here to earn their trust and their attention.

How Emergent can help you

  1. We can help you shape strategy around a higher purpose mission, tailored to the unique characteristics of your brand, business and consumer.
  2. We can build a compelling messaging platform that provides guidance to all external and internal communications efforts.
  3. We can help you identify and secure the right outside voices to help build trust and validate what you want people to know and believe.
  4. We can help you create content and execute outreach in earned, owned, paid and social channels of communication.

Let us know your questions and challenges. We’re happy to help in any way we can.

After all, we’re all in this together.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Building Trust in the Midst of Fear

March 15th, 2020 Posted by Brand preference, brand strategy, change, Consumer insight, Emotional relevance, food experiences, food retail strategy, Food Trend, Higher Purpose, Human behavior, Navigation, Pet food, Restaurant trends, Social community, Social media, Transformation 1 comment on “Building Trust in the Midst of Fear”

Efforts to create, innovate and communicate will inform your brand’s future

You’ve undoubtedly run across the ‘dystopian future’ movie storyline, usually brought on by some cataclysmic disaster with intrepid or hysterical survivors running into a grocery store, only to be greeted by empty shelves while wading through torn packaging detritus everywhere. I had this movie-like experience only last night at the Mariano’s supermarket nearby. I witnessed the fear-driven cart Olympics mad dash as aisle after aisle of products were emptied save a lone, bruised apple and a dented, torn box of cereal left dangling precariously on an otherwise barren shelf.

Uncertainty and media drama are partners in the perceptual stew that pushes people into behaviors normally reserved for cinematic storytelling. Fear of the unknown grips as the house now achieves safe haven sanctuary status and toilet paper becomes one of the most elusive, rare and sought-after commodities in the nation.

Keep Calm and Carry On

In 1940 at the height of the Blitzkrieg (The Blitz) that showered Great Britain with bombs in the night, dropped indiscriminately on London neighborhoods, the government released its now famous poster Keep Calm and Carry On. This statement became a dominant theme embraced by incredibly brave British citizens in the face of unrelenting catastrophe and sharpened their resolve to weather the life-threatening storm.

Right now, today, you have an opportunity to help your customers Keep Calm and discover the opportunities presented by a large dose of enforced family time and homebound adventures and experiences. Creative, innovative thinking and generous outreach is the required skillset.

Lemonade from lemons

The foodservice industry is taking it on the chin. In Seattle, the hardest hit city in the nation from COVID-19, business has virtually disappeared from restaurants as people remain home. Arguably Seattle’s finest dining establishment, Canlis, an iconic example of culinary quality that has led the dining scene there for decades, elected to close.

Chef-owner Tom Douglas told Restaurant Business magazine revenue was off by 90%, which might as well be 100%. Nonetheless, Douglas’ response was instructive to us all. He announced the opening of three concepts based out of Canlis kitchens that will serve the takeout, drive through and home delivery market segments. The Bagel Shed will offer breakfast options; Drive on Thru will provide lunchtime burgers, veggie melts and salad; Family Meal will offer a rotating menu of dinner entrees and a bottle of wine delivered to your door. A creative deployment of solutions and assets that helps keep the team employed while answering the opportunity for off-premise consumption business.

Salve for Uncertainty

Communication, and lots of it, is required in these unprecedented times. Your motivation is not only to inform users of what your business is doing to keep the flow of goods and services they need safely in motion, but also to express care and concern for their health, wellbeing and happiness.

The schools my daughters attend are now closed. My youngest is a dancer, and her classes and performances have been cancelled. My oldest is an ice skater and the rink is shut and practices stopped. What we have going is each other, our wonderful dogs, more time together and adventurous spirits.

How can your brand operate as coach and guide for family activities, more hands-on experiences with the pets, and a renewed focus on home-prepared meals? With no sports, no concerts, no large group events of any kind, the marketplace may well be listening and consumers more open to engagement than ever before. There are certainly wayyy fewer distractions competing for precious attention.

Your brand’s ability to operate as an enabler and resource is important in this environment. Social communities can become outlets of shared experience. In Chicago, the Nextdoor online community bulletin board is on fire as people share thoughts, ideas and concerns on the changes occurring before us. One of the most active conversations is around the status of fresh food supplies in local supermarkets and guidance on who has what.

People want to share and engage with each other

We have arrived at a new era where businesses increasingly understand they are about more than manufacturing, retailing and commerce. Companies have discovered their growing role in authoring the greater good. This self-discovery opens the door to building a more human and approachable brand that understands relationships with users are increasingly like real, human friendships and the natural reciprocity that exists in that personal dynamic.

When brands talk, walk and behave in a more human and relate-able manner, they become more resonant and trustworthy. You have been handed an extraordinary opportunity to help people in the midst of a trying storm. Empathy is a great characteristic and will serve you well as people embrace your voice of reason and support.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Bloomberg: the $500 Million Marketing Misfire

March 9th, 2020 Posted by brand marketing, branded content, CMO, consumer behavior, Consumer insight, Content Marketing, Emotional relevance, Higher Purpose, Insight, social media marketing, storytelling 0 comments on “Bloomberg: the $500 Million Marketing Misfire”

A compelling lesson for CPG and retail marketers

Regardless of what you think of Mike Bloomberg’s politics, his relatively short-lived candidacy for President was fueled by a pervasive, high tonnage ad campaign that ultimately flamed out.

While there were varying executions in rotation, the primary television and radio effort was a chronicle of his achievements. This approach was fundamentally flawed from the start, as it ignored the new conventions of authentic messaging engagement in the era of consumer control. It stands as a very expensive example of what not to do and a lesson to CPG and retail marketers everywhere that the new rules of consumer engagement must be acknowledged, even by well-funded political ad campaigns.

It also serves to remind us that the path to market is substantially different now, and big TV budgets are no guarantee of success. We’re doing business in a changed world where other channels (like social media) and more genuine forms of outreach matter more. The glossy cinematic ads can’t make up for an absence of genuine emotional human connection, trust and belief.

Who is the hero? Don’t Be like Mike

The prevailing message in Mr. Bloomberg’s campaign was a bulleted list –

  • Mike built a global business empire from the ground up
  • Mike took charge of the 9-11 response in New York
  • Mike made affordable housing happen on his watch
  • Mike took on the NRA
  • Mike funded college education for those in need
  • Mike stood up to the coal lobby

The list goes on. Not unlike many other campaigns we see on a regular basis, the hero of this story is Mike Bloomberg. You can see the discussions going on with his media handlers building a list of their candidate’s ‘features and benefits’ ready to fire the cannon volley about his wins and achievements. We find the same thing going on with food, beverage and lifestyle brands, building a focus around all the reasons why the product and brand are superior to the other guys.

Embedding disconnect in the message platform

The $500 million misfire started with upside-down messaging. The hero of any politician or brand story isn’t the politician or brand. It is the voter, the consumer. Every single day human beings wake up believing they are the heroes of their life journey.

It is their lives, passions, problems, struggles, concerns, needs, wants and aspirations that matter most. That’s why we build the story around the consumer as hero with the candidate or brand operating as the expert and sage guide to help them win and solve their problems.

When the hero is Mike Bloomberg, the message is now competing with voters for the hero role. It fails to engage as people move on to find the expert guide who will forge a better future for them and their families.

In the brand marketing world, so much effort goes into making the highest quality products and services that the marketing plan is laser focused on trumpeting the superior product features. Seems only logical to do so, right?

  • When the brand is the hero and not the consumer, a fundamental flaw exists that will interfere with engagement, and no amount of media spending is going to overcome that fracture.

Messaging matters to outcomes

If the messaging is wrong, nothing works – and the major media spend simply serves to push the broken agenda in more directions. Marketing investments indeed can be wasted. This is why Emergent devotes a significant amount of work upfront with clients mapping the right message platform, with the consumer as hero of the storytelling. Then and only then, will the application of media tools and channels deliver on the desired objectives.

If the consumer isn’t listening it doesn’t matter that the message shows up early and often. Technology today allows people to avoid anything they don’t see as relevant to them. People resonate to people. We want the heroes of our favorite stories to overcome the odds. Heroes are almost always flawed characters who need help to succeed. This is where the brand enters the picture as the Yoda to Luke Skywalker. You remember that Luke doubted himself all the way to the climatic end when he finally believed in the Force and his Jedi training.

Media in the new age

The goals of media planning today are about genuine, credible, believable and trusted forms of outreach. Thus, why great care must be taken when using influencers because this can work at cross purposes if post authenticity appears to be compromised by payment. Earned media is a vital channel due to the reportorial, non-paid status it holds. Social communities are destinations for people to share personal experiences, a digital form of word-of-mouth. This is why social proof is so important to earning trust.

If the goal is to help improve the lives of your users and if you are working to embed a higher purpose and deeper meaning for your brand that transcends the basics of product selling, you have a shot at creating a ‘movement’ and securing legions of fans who want your marketing rather than tuning it out.

We can help you create a more transcendent relationship with consumers and messaging they will connect with. Don’t be like Mike…

Want to discuss your challenges informally? 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. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Food Retail and CPG Alert: Coronavirus Spawns Opportunity

March 5th, 2020 Posted by consumer behavior, Consumer insight, Culinary lifestyle, e-commerce, food retail strategy, grocery e-commerce, retail brand relevance, shopper behavior, Supermarket strategy, Uncategorized 0 comments on “Food Retail and CPG Alert: Coronavirus Spawns Opportunity”

Being relevant and valued in the moment of need

The New Yorker published a story chronicling China’s historic crackdown on the movement of people in public places in an effort to control spread of the virus. An interesting outcome is that home (quarantine) cooking is on a rapid rise especially among younger Chinese consumers who previously were much more likely to outsource their meals.

As massive numbers of people must stay home, turn on the stove and make their own food, popular Chinese social channels such as Douyin and Weibo are turning into online quarantine-driven cookbooks with recipes, journals and menu suggestions. Home grocery delivery is equally impacted. People are ordering the ingredients used that will help hone their cooking skills while they also discover the benefits of greater control over flavors, ingredients and preparations.

This event has disrupted normal food consumption habits and required many with limited cooking skills to seek support, inspiration, comradery and cooking tips to weather this lifestyle altering storm. This may have long-lasting impacts on food making and buying behaviors.

Home and hearth offer stability in an uncertain world

We’ve written before about the skyrocketing growth in online ordering through delivery apps like GrubHub and Doordash. This growth is connected to the consumer’s desire for convenience but driven in part by a sense of greater safety and control at home in a world that appears to grow less friendly and out of control by the day. Online everything allows the consumer to shop and also to eat easily without having to venture outside the household sanctuary. This is a powerful motivator that may only accelerate in the face of COVID-19.

The need for help – an opportunity in the making

Food retailers and brands are facing an extraordinary moment when behaviors and offers could coalesce to help consumers realize new home-based food consumption habits and even culinary ambitions. Of course, there will be a need to prepare for a potential onslaught of online ordering that could tax delivery services.

However, and importantly, there is an enormous opportunity here for retail, food brands and meal kit providers to be of help to consumers in gearing up for home cooking realities and adventures. Conditions like the potential of a pandemic are unusual and may create behavior shifts that will continue beyond the end of the crisis.

  • Here it is simply stated: how can you help the consumer with a rapid rise in home cooking occasions and a parallel need to know more about creating menus, meal preparation techniques, ingredients, food storage and safe handling, and sharing their experiences and ideas with others in your brand communities?

Now is the time to step up with tools and resources designed to enable these at-home eating experiences while positioning your banner and brand as a go-to, empathetic voice and valued resource.

Home cooking tool time

Some recommendations on the path forward:

  • Publish download-able menus tied to special offers and connected to shopping lists.
  • Serve as guide by providing instruction via online video on cooking skills and techniques – especially for vegetable dish preparations that aren’t as well understood.
  • Inspire the home cook by bringing chef techniques and voices to the table on cooking hacks and layering flavors.
  • Enable social sharing of meal ideas and preparations among your shopper community.
  • If ever there was an Instagram moment, this is it. Your social pages can be a helpful, informative and inspiration resource for novice home cooks.
  • Answer common food preparation and storage questions like, should you refrigerate berries or should you avoid storing apples near bananas. Shelf life questions will likely be common.
  • Communicate early and often on food delivery conditions, wait times and manage those expectations.
  • Get creative: food retailers can offer online meet ups and interactive webinars that will help families manage at-home events and dinner parties (social channel broadcast opportunity).
  • In short, become a resource and not just a product source.

Emergent believes this return to the kitchen is likely to have a lasting impact on the growth of e-commerce grocery ordering, and a long term upswing in home cooking.

If you’re wondering how to navigate this rapidly changing environment, we can help.

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

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Think Beyond: Lessons in Disruption from Beyond Meat

November 18th, 2019 Posted by Brand preference, brand strategy, change, CMO, Consumer insight, Emerging brands, Emotional relevance, Growth, Healthy lifestyle, Integrated Communications 0 comments on “Think Beyond: Lessons in Disruption from Beyond Meat”

Guidance on how to hit the food brand home run

Poised to create and capture the next wave in center-of-plate meal preferences, Beyond Meat is scaling at break-neck speed in both grocery and foodservice channels, throwing off sparks of insight to all emerging food brands who will listen about the new path to relevance and glory.

At Chicago’s recent Good Food Financing conference produced by the venerable Jim Slama of Family Farmed and Good Food Accelerator, keynote speaker Seth Goldman held the audience of embryonic food brand founders and equity investment executives in rapt attention while delivering a data driven highlights reel of business home run after home run. The score sheet demonstrated in dramatic fashion how Beyond Meat’s team is leading the nascent meatless meat invasion, while disrupting conventions and traditions of the legacy animal-based proteins industry.

Within Goldman’s engaging recap of refrigerated beef patty without the beef, was a significant revelation to all of the strategic leaps Beyond Meat achieved. “Animals are really four-legged bio-processors of plant materials, converting the ingredients to meat,” he said. Thus, meat in truth actually comes from plants, and Beyond has amazingly reverse engineered the components of meat structure to imitate and recreate the same bite and flavor characteristics of the animal variety.

Said Goldman: “Our goal is to enable consumers to eat what they love.” Right there was respect for what consumers want, and a vault from making vegetarian meat for vegetarians to making plant-based meat for meat lovers. The foundations of this strategic narrative are critical and inform how the entire Beyond story unfolded. Within his story is a living example of what separates ‘just another one’ from a meaningful innovation that influences consumer behavior and informs the future of food.

It worked because this plant-based juggernaut fully delivered on its promise to replicate the animal meat taste and texture eating experience. “Traditional veggie burgers look to us like a plot by the meat industry to make sure plant-based versions aren’t a threat because, let’s face it, they don’t taste very good – and I’m a vegetarian,” Goldman reports.

Meanwhile the plant-based category table is set for dinner:

Trend lines seem clear that plant-based anything is on the way up, as consumers “flex” their preferences and look for what they believe are healthier alternatives that are friendlier to the environment but which also deliver fully on taste experiences consumers crave.

According to IPSOS, 54 percent of consumers say they’re trying to consume fewer animal-based foods and eat more plant-based options. What’s going on here? Shifting values mixed with health and wellness is what’s going on. SPIN Scan data reveals that refrigerated plant-based meat is up 37 percent year on year to $212 million in sales.

No surprise, it is outpacing animal meat sales. Within the $270 billion US meat category, plant-based share is under 1 percent. The upside is significant and bodes well for Beyond as first mover and brand perception leader in the space.

Mintel’s 2018 “Better for you Eating Trends” study provides evidence of why it’s best to strike when the macro trends are working in your favor. In their national survey, Mintel found across all four primary age segments, consumers said they agree with the following statements:

  • Plant-based protein is healthy – yes for 74 to 80%
  • Plant-based foods are better for the environment – yes for 47 to 63%
  • Plant-based functional claims are trustworthy – yes for 35 to 56%
  • Plant based foods are better for you than animal options – yes for 42 to 50%

Dollar sales for plant-based meat in the aggregate, frozen or fresh, is $801 million and rising rapidly.

By the way, this form of market-opportunity-assessment matters for the business plan!

Emergent Guidance on the Path to Victory

Surveying the adjacent exhibit hall of new, emerging food and beverage brands, Beyond stood as the “A” lister in a field of hopefuls who bare their heart and soul daily in product concepts that authentically align with higher quality, more artisanal and healthier food solutions now fueling the renaissance in Good Food. The acid test, however, is can they redefine the categories they’re playing in or will they plateau among a collection of similar offerings with similar stories and similar preparations.

The secrets to outsized success continue to follow six repeating themes:

  1. Think Differently Going In

It would have been logical and expected for Beyond – founded by Ethan Brown, a vegetarian – to exist in service of that ethos and segment, working to create a better product for this devoted marketplace. But the mental leap to create a product for meat lovers caused the entire R&D development process to rally around a specific standard of performance and outcome with a moonshot at a VERY big market. Vegetarians are roughly 5% of the population and have remained anchored at that level for some time.

The goal to build an analog to meat inspired the revolution unfolding before us.

  1. Disrupt the Space You’re Entering

Beyond Meat defied the conventions and expectations of its veg foundation, opting to swing for the meat department case fence. Beyond could have easily been a frozen product in the vegetarian section freezer case. Instead they pushed and cajoled retailers to merchandize their products alongside animal meat, and in doing so, not only accentuate the perception that this was a legit option to a beef product, but also meet the meat shoppers where they shop.

Entrepreneurs would be well advised to look for extreme disruption, major departures, unconventional solutions, big moves on the perception chess board that constitute uniqueness.

Legacy food brands often suffer from a recurring illness we refer to as line extension-itis. Read as, adjustments, incremental improvements to an existing idea that don’t ultimately reframe the category.

Relatively minor improvements to ingredient strategies, recipes, preparation techniques or story may not be enough to inspire the kind of attention and magic that leads to new category creation, the zenith of best-in-class marketing opportunity.

  1. Focus on Taste Satisfaction

Formulation can be a fickle friend. While hitting benchmarks on nutritional label improvements and better-for-you metrics, taste sometimes gets marginalized. I will never forget my first bite of a Beyond Burger at the Chicago Restaurant Show, in a backwater booth buried in the better for you zone, where curiosity got me up to the table. And then – Holy Cow – I swore it was a ‘burger burger,’ not a veggie burger. Relentless search of optimal marriage between culinary and taste considerations with healthier is paramount. Taste wins every time.

  1. Place the Right Bets

Most people believe that plant-based anything is healthier, but Beyond wisely did not elect to make nutritionals a predominant part of their go-to-market game plan. For the simple reason, that pound for pound a Beyond Burger isn’t necessarily a traditional nutrition label winner. Yes there’s no cholesterol, but…

Instead Beyond wisely pursued a values-based messaging platform weighed against the environmental tax exacted by raising animals who compete for natural resources. Beyond Meat tells us their product creation process (compared to animals) consumes or produces:

79% less water

93% less land

90% fewer greenhouse gases

46% less energy

  1. Tell Your Story, everywhere your customer or stakeholder can be found

If Seth isn’t a walking, talking personification of this point, I don’t know what is. Goldman the Ambassador of Beyond is everywhere, bringing the remarkable news of the company’s outsized performance to any and all who will listen.

These business and media audiences are chocked full of content creators and reporting types like me who turn around and do what I’m doing here.

We extol emerging brand companies — be careful not to  short sheet the brand building process early on. Yes, cash is at a premium and yes, resources are limited, but the “if we build it they will come” mentality is a recipe for small ball. All marketing is strategic storytelling. You have to invest here and sooner rather than later.

It takes experienced hands to shape and inform the consumer-ready brand story efficiently and with great impact – thus, why Emergent exists. We’re good at this, but then again, we’ve been doing it to great effect across multiple categories and honed our communications techniques and strategies.

  1. Relentlessly Innovate

Goldman will tell you the Beyond Burger today is different, and better, than the Beyond product was when they first got traction. He claims the company has 70 scientists at their Manhattan Project campus in California, working around the clock to improve their taste, recipe and nutritionals – and to innovate new products like the recent Dunkin ‘Beyond Sausage Sandwich’ for the hand-held breakfast crowd. Don’t rest on your laurels, don’t stop working to make it better and to search for the next meaningful adjacency where the product concept can go to solve yet another problem or capture another market opportunity.

Be careful, however, to avoid extending your brand in areas too far afield of your core equity where the proposition dilutes rather than builds on what consumers believe is your expertise.

While the barriers to entry have fallen away for emerging food and beverage ideas, and yes everyone knows it won’t be easy, there are key ingredients in here that spell the difference from modest growth to something that looks like Beyond Meat.

Our Offer…

So we make this offer: let us come in and conduct an audit, no cost, of your current platform, product concept, supply chain, and business opportunities. We’ll provide an assessment and make some recommendations and if you agree, perhaps we can partner on a future path to business transformation.

You have nothing to lose and everything to gain. Let me know.

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.

Archives

Categories