Top 5 Marketing Mistakes Food Companies Make, Part II

By infood | Published: May 13, 2013

IN Food Marketing & Design has encountered many food marketing faux pas and rounded up the worst in a two post series. If you missed the first post on this topic, read about the first 3 food marketing mistakes here.

4.    Skimping on photography.
We eat with our eyes first, so there’s nothing that cheapens an ad or product quite like poor photography. Companies from large to small often make this mistake, forcing existing or stock photography to cut corners. Invest in a variety of quality images of your product in and out of the packaging with nice lighting, prop and food styling.

When preparing for the photo shoot, plan each shot carefully and remember your target audience. If the setting or serving size seems inappropriate or unrealistic, your message and authenticity may be diminished.

5.    Bad Packaging.
Your packaging should make your product shine, inform the customer, be cost-effective and functional. A few packaging tips:

  • Look at your category. Do you stand out?
  • Does your packaging fit your target audience? Kids might need something easy to open.  Seniors may need a bigger typeface.
  • Don’t overload your packaging with too much stuff—because that’s what it becomes when you forget the value of negative space.
  • Pay attention to the hierarchy of information. Is there a specific attribute consumers look for in your category, e.g. flavor, prep time, organic?
  • Do include images of the product or ingredients, when appropriate.
  • Show off your product with windows or transparent packaging, when appropriate.
  • Update your packaging! What worked for your company 30 years ago may be hurting you today.

 

Are there any major food marketing mistakes that we missed?

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The Top 5 Marketing Mistakes Food Companies Make

By infood | Published: May 7, 2013

As a food marketing agency, we work with a wide variety of food companies from start-ups to Fortune 500 corporations. Here are a few common food marketing mistakes we’ve seen in the past 18 years:

1.    Marketing without a plan.
Many companies execute one-off marketing tactics, throwing ideas against the wall to see what sticks. We believe the best marketing starts with a solid plan, laying the foundation for your future success. A marketing plan should take in factors unique to your brand, competition, target audience, budget and more. In the end, you should have a compelling selling story that differentiates your product and a strategy to spread your message.

2.    Driving distribution without a plan for pull-through.
It’s great that your product is being picked up by a big distributor or getting shelf space at a new retailer, but how long will it last? Without the proper marketing tactics to drive awareness, you’re not going to receive the payoff you deserve.

3.    Naming your company on a whim and having your best friend’s kid design your logo.
We understand that startups often have very small budgets, but inviting amateurs to dictate the future of your company has its own price. If you’re going to put in the time and energy to get your company off the ground, put your best foot forward with a name and logo design that make strategic sense.
Do a quick check of your brand! Common culprits include:

  • Names that are more cute than functional – For every cute name that works, e.g. Boom Chicka Pop, we see twice as many that don’t.
  • Names that cause a negative reaction – You may be surprised at the words that have negative connotations. Take a poll. Get feedback.
  • Names with a ‘disconnect’ – Is it really “fresh” if it comes in a can? Your name should make sense.
  • Logos that look like meaningless clip art – A random shape is not a logo, it’s a random shape. Logos should be specific and relevant to your company or product.
  • Logos that are overly complex – How many colors are there? Shapes? Special effects? Aim for a minimal number of elements to bring through the essence of the brand.

 

Make sure to read about the last two of the top 5 food marketing mistakes in our next blog post!

Do you have any questions after examining your brand?

 

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Ranch Dressing Brand Taste Test

By infood | Published: April 22, 2013

We compared the flavor and packaging of 4 different ranch dressings from Hidden Valley, Kraft, Litehouse and Marzetti. In our blind taste test, we tried each ranch dressing with carrots, and then the battle began! This was the most contested brand test we have had in a long time. The IN crew simply could not agree which was the best tasting ranch, so we have two recommendations.

 

Marzetti was our overall favorite, with nice flavor and mouth feel. The dressing is also preservative-free and smelled the freshest. The packaging stood out, too. With the gold top, clear glass jar and clean design, this was the classiest packaging of the four and our favorite look.

Hidden Valley was slightly more tangy than Marzetti (perhaps they make it with more buttermilk?). While it did not win the overall taste test, it was a close second for most of the IN crew. Many of us love the squeeze bottle packaging because it’s easier to use, but otherwise the design is not inspiring.

Litehouse was the most divisive of the dressings: one person loved it, while most others ranked it last. It’s not going to be the new office ranch, but we liked their clean packaging that conveyed quality and simple ingredients.

Kraft was our least favorite. It was slightly beige compared with the other three ranch dressing and the taste was a little sour. We were split on their new packaging, too: some liked their clean design and reclassification of ranch as the “Anything Dressing” –we are in the Midwest after all, where ranch seems to go with nearly everything– others thought it fell flat.

Our Final Recommendation: While Marzetti was the winner, almost everyone ranked Marzetti and Hidden Valley as their first and second favorite tasting ranch dressings. It was very close. In our opinion, you can’t go wrong choosing either.

Which ranch dressing do you prefer? Is there a private label brand you recommend that we should try?

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The Latest Hot and Syrupy Trend: Chicken and Waffles

By infood | Published: April 12, 2013

Chicken and Waffles Tee from Pyknic

While they may be a classic among some Southerners, chicken and waffles is growing in popularity with the Yankees. It recently became one the of the newest Lay’s® potato chip flavors through the Lay’s® Do Us a Flavor contest. While it’s unclear whether they’ll stick around because Lay’s® is only keeping one of the three top flavors: Sriracha, Cheesy Garlic Bread or Chicken and Waffles, it’s interesting to see this flavor profile popping up all over the web.

See links to some of the latest chicken and waffles coverage from NPR and Men’s Journal.

You can also find a plethora of recipes:
Try a healthier chicken and waffles recipe.
Make a cupcake inspired by chicken and waffles.

You can even wear a tee shirt or necklace with chicken and waffles on it… Or maybe not. But it’s good to know you can.

 

*We do not own this image, but you can own that tee. Click to visit original site.

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Is Nutella Good for You?

By infood | Published: March 26, 2013

The New York Times recently published a story about Columbia students stealing Nutella from campus dining services, who was caught in the struggle between offering brands students love and running a profitable business. The school was losing thousands of dollars weekly due to Nutella theft. The saga sounds far from over, but it got us thinking about Nutella and what a popular brand it’s become on this side of the pond.

We attribute some of the Nutella craze to the increasing number of students studying abroad who return with an incurable love for this delicious chocolate-hazelnut spread, but we also recognize their interesting marketing strategy. Nutella markets their product as part of a healthy breakfast, however, it basically has the nutrition content of a melted candy bar. Their description makes it sound wholesome, a “combination of roasted hazelnuts, skim milk and a hint of cocoa,” but it has 200 calories per 2 Tbsp serving, with 2g protein and 21g of sugar – almost the same as a standard sized milk chocolate Hershey bar (210 calories, 24g of sugar, 3g protein). Even in the office we had to convince a few team members that Nutella isn’t healthy—it’s just marketing! After a little research we discovered there was actually a consumer class action settlement against Nutella for misleading marketing.

While we aren’t going to recommend it as the next health food, we think Nutella is delicious in moderation. Try topping your favorite cereal treats with Nutella as a decadent frosting—because that’s basically what it is!

 

**We don’t own the above image. Click to view source.

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Resort Food Goes Casual

By infood | Published: February 26, 2013

In the past few years we’ve seen casual dining really hit its stride. Formal restaurants with multiple courses, linens and innumerable forks have been replaced with more approachable menus and prices across the nation—a consequence of both the 2008 economic crisis and our increasingly informal society. However, this trend has been slow to take hold in the lodging side of the foodservice industry and resorts have suffered as guests chose more affordable options off-campus. A recent article from azcentral.com indicates resorts may finally be changing their approach and making room for more casual dining—welcome news for anyone who doesn’t want to don heels or a necktie after a day by the pool! We’re glad they are beginning to realize luxury isn’t synonymous with stuffy.

One step further: Instead of just playing catch-up, resorts should look to the future. Trends predict that consumers will continue to transition from traditional restaurants to fast casual and QSR (quick service restaurants). Maybe what your resort really needs is a burger kiosk with customizable sandwiches made with fresh, quality ingredients grilled on the spot or a parfait/frozen yogurt bar with a multitude of fresh fruits and toppings? Sometimes luxury is just being able to get something how you want it, when you want it and as you are.

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Best 2013 Super Bowl Ads

By infood | Published: February 5, 2013

The Super Bowl has become more about the ads than the game, with brands ramping up to the event and hosting special contests to create buzz around their 30-second spots. We love the fun and creativity that comes out in this ad showdown, here’s a list of the best 2013 Super Bowl ads:

Doritos Crash the Superbowl Contest seemed like a smashing success with two hilarious entries that got everyone talking and laughing.
Doritos – Fashionista Daddy

Doritos  – Goat for Sale

We love to root for the underdog! This funny meets ridiculous meets adorable ad was one of our favorites of the night.
Hyundai’s – Team

With a Spanish verision of one of the year’s hottest songs and seniors living life on the edge, we couldn’t help but love Taco Bell’s goofy Live Mas commercial.
Viva Young – Taco Bell

Oh, yuck. This ad was creative, disgusting and effective because everyone is talking about how gross it was.
Go Daddy – Perfect Match

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Roasted Salted Almonds Brand Test

By infood | Published: January 28, 2013

IN Food Marketing & Design got a little nutty last week during our roasted salted almond brand test. We were convinced all almonds are NOT created equal and put three different brands to the test:

Blue Diamond looked the most smooth and oiled. All the flavors were stronger—they tasted the saltiest, nuttiest and the most roasted.  They were the darkest in color and we suspect they were roasted the longest of the three. The packaging is very functional: a re-closeable aluminum can is great for storage and can be recycled. We also liked that they touted their health benefits on the label and were certified by the American Heart Association as a heart-healthy food. There were a few people on our team who wanted to award Blue Diamond Almonds the blue ribbon, but they were outnumbered.

CVS almonds were smaller than the other two brands with more uniform shapes. These almonds were driest and had weaker flavors than Blue Diamond or Trader Joe’s. They weren’t that bad, but they weren’t anyone’s favorite either.  We also didn’t love their packaging. It looks distinctly private label and dated, but they get points for being resealable.

Trader Joe’s roasted, salted almonds tasted delicious and looked more natural with the skin cracked and peeling in places. Our team was split between thinking this made them look more appetizing and authentic vs. old and dried out; we eventually agreed to disagree. It really depends on what you think an almond should look like. Which leads us to the packaging, because unlike CVS and Blue Diamond, you can see the product. However, since the almond’s appearance was a sticking point on our team, we’re not sure this is an advantage. The thin plastic bag feels more economy grade than the delicious product inside and while its lighter to transport, it can’t be recycled or reclosed. The design doesn’t make it stand out on the shelf, either.

Overall, Trader Joe’s roasted the IN crew’s favorite almonds. Oh, and if you aren’t delighted by their appearance, you will still be delighted by their taste.

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The Best Food Apps

By infood | Published: January 17, 2013

There are a wealth of apps available out there to enhance your food experience. It can be hard to wade through the clutter to find a great app, so here are a few that we INdorse! Just download and enjoy.

What to eat:
Harvest – The perfect app to help you choose produce at the grocery store with specific tips about how to select the best fruit or vegetable from the pile, how to store it after you’ve bought it and the level of pesticide residue commonly associated with it. We love it because the interface is quick and easy to use when you’re standing in the produce section.

Where to eat:
Foodspotting – Know what you’re getting yourself into before you walk through the restaurant doors by perusing photos uploaded by past diners. You can search for photos from restaurants nearby or get a glimpse of the menu from a specific restaurant. Users can also mark a specific photo if they want it, if they’ve had the item and if they loved it. You’ll know what’s popular and maybe even what you want to order before arriving.

How to eat it:
Epicurious – You can browse recipes by category, e.g. Chocolate Desserts, Oscar Party Drinks or Super Bowl Snacks, or find recipes in their great search feature. You choose the main ingredients, dietary considerations and dish type and they generate a list of possible recipes.

When to eat:
OpenTable – Enjoy free instant and confirmed restaurant reservations through this easy-to-use app. Search for a specific restaurant or a restaurant nearby—filtering by neighborhood, cuisine and/or price—then read reviews before reserving your table. You can even get parking information.

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Weighing the Options

By infood | Published: January 7, 2013

Whether it’s for inspiration, support, connections or simply accountability, people are weighing the option to join weight-loss communities more than ever in 2013. The trend reflects an evolving society where consumers place higher priority on the opinions of bloggers and peers than that of experts like doctors and dieticians. Both online and off, skinny-hopefuls are turning to their peers for information about food and exercise, eating habits, dietary needs and health/fitness tricks.

Brands have taken notice, facilitating weight-loss challenges, support groups and community chat rooms to feed the consumer appetite for new product formats, related technology and most importantly results! Notable developments include interactive food packaging linking via smartphone to online content, a rise in brands using social media to crowdsource and a development of the accountability and community trend.

Many sites which host these communities have enhanced their allure by providing activity and graphic weight logs, an analysis of weight change and hundreds of other forums which ensure weight loss efficiency. These features allow users to have a clearer picture of their diet and exercise breakdown, while also serving as a network for member bloggers (rather than doctors) to share foods, recipes and advice.

More brands will eat up the opportunity to position their products at the center of weight-loss communities this year following suite of brands like Kellogg’s (SpecialK Challenge where you can lose up to 6 pounds in 2 weeks) and Yoplait Light (with 33 dessert flavored yogurt options replacing breakfast and lunch). Even Progresso has committed to using NBC’s “The Biggest Loser” as a platform to back its soup this year.

If your New Years resolution is the same as the rest of ours, but you’re still skeptical about the support of a weight-loss community, you should know that most sites are conducive to spectators, meaning you can browse content without commitment or a membership. Happy losing!

 

Sources

“Progresso Soup Feeds ‘Biggest Loser’” MediaPost Publications 12/24/2012. Web. 07 Jan. 2013.

“Yoplait Yogurt for Weight Loss.” LIVESTRONG.COM. Web. 07 Jan. 2013.

 

*Note: we do not own this image. If you click on it, it will take you to its source.

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