Hanging out at food trailers and not even sure why? Know that it’s more chic to serve birthday pie this year? You’re a recipient of food marketing.
Yes, every bite you place on your fork has been — or will be — analyzed, and more than likely, some serious office equity went into making sure that bite took place. Sure, you knew food marketing went deeper than telling men to eat quiche, but here are some areas where food marketing really excels.
They Do Their Homework
In addition to groups who specifically track restaurant and food-retailer sales, companies like allrecipies.com conduct annual research to predict annual trends. In 2010, they analyzed the search and recipe views of more than 25 million consumers, as well as targeted online surveys to predict where the market would go. People didn’t start pushing sliders because the thought of mini-burgers gave them the giggles. They had numbers telling them it would make money.
They Recognize — and Embrace — Behavior Changes
Last year, mobile-device use for food shopping and cooking activities surged to 340 percent. What this tells food marketers is that many decisions are made outside of traditional cooking television formats or foodie publications. They must place themselves in the palm of consumers’ hands. From grocery price comparisons to more restaurant locators, calorie counters and list applications, look for an increasing number of tasty targets on your mobile — and, of course, the supporting food advertising.
They Cut Their Losses Early
Remember clear beer? Yes, you made plenty of jokes about it in the 90s. New Coke? Another face palm moment. No one likes it when an idea fails. However, food producers — better than many other industries — know not to simply dig in and let an idea get stale on full shelves. Part economics and part market reality, they’ve learned if Mikey doesn’t like it, don’t take 10 years to try and force-feed him.
So grab a snack (savory popsicles or kumquats) and a cocktail (any tequila drink but a margarita) and see how your campaigns compare to the culinary crowds.