At the Natural Products Expo West six months ago, the marketing question on every up-and-coming food and beverage brand’s lips was, “what’s happened to my organic Facebook reach?” Every marketer wanted to know if their brand’s crashing social reach numbers were the result of something they were doing wrong, or if others were experiencing the same plummet.
Each month I write a feature for Media Post:CPG, an integrated publishing and content company whose mission is to provide a complete array of resources for media, marketing and advertising professionals. This article first appeared on Media Post: CPG in September 2014.
Article Link: (http://www.mediapost.com/publications/article/233706/the-divided-tastes-of-america.html)
America has spoken, and the message is clear: “pumpkin beer rules.” As inexplicable as that may seem, even traditional “macro brew” drinkers seem enthused about the seasonal beverage, as each year more breweries release their product earlier than ever. First to the shelf or tap means more sales, even if that in turn means drinking a traditionally autumnal beer in early August’s heat and humidity. Perhaps we as consumers have reached critical pumpkin beer mass.
The announcement earlier this month that General Mills will acquire Annie’s1, one of the largest independent natural/organic food brands, is a bellwether that consumer demand for healthier options has finally reached the tipping point. With the natural products category poised to exceed $226 billion by 2018 (representing more than a third of all U.S. retail grocery sales) and growing by almost 9% YOY2, traditional CPG manufacturers and retailers are carving out significant room in their brand portfolios and on store shelves for products that represent the ideal balance of taste, nutrition and corporate/social responsibility that modern shoppers seek.
Over the course of my 12-year career in marketing, I’ve created, executed and publicized a number of consumer promotions. Most of them are digital, these days. Clients often ask me if promotions are worth it. “Are we getting the right type of consumer to participate,” they wonder. They want to know if promotions have a positive impact on their brand and their business. While it is hard to directly attribute sales revenue to a digital promotion, I wanted to address this question by showing “how” promotions are carried out matters.
A Beer With: Ashley Rader
If you’re anything like me, you spend each work day balancing your intake of two extremely necessary “life force” beverages – coffee (for energy) and water (for hydration). But what if there was a drink that combined these two benefits in one nutritious and delicious package?
In CPG advertising, Mom rules. And for good reason: moms still have the most influence when it comes to the food decisions for her family. P&G has spent billions, and created some beautiful, emotional ads thanking mom over the last few years. But… have you noticed more men walking around the aisles of your nearby grocer?
In a recent study from Edelman, more than 50% of households reported both parents shared the food planning and purchasing responsibilities. To quote Edelman senior food and nutrition strategist, Mary K. Young, “As dad continues to elevate his role within the home, we believe he’ll become an even more influential force in the food purchases.”