In today’s supermarkets, consumers are faced with a significant challenge that impacts their experience in every aisle: rising food prices. With this surge in costs, shoppers are reevaluating their purchasing habits, considering both necessity and value with each item they pull off the shelves.
Is your brand ready to make a splash in the OTT stream?
OTT (over-the-top) advertising bypasses traditional cable and broadcast platforms to deliver ads via streaming services, and it has quickly become one of the hottest and most effective mediums for food brands to communicate with consumers. It has made TV accessible to brands of all sizes and offers the ability to dial-in your targeting to new levels of precision.
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Have you ever noticed when you see a Red Lobster commercial that you’re suddenly in the mood for seafood? Or when you see a thick, juicy steak sizzling in a butter-soaked pan with fresh herbs, you find yourself craving Longhorn or Outback Steakhouse for dinner? Or when a halftime ad shows a crisp amber spout of beer being poured into a chilled pint glass, you’re grabbing a tall, cold one from the fridge before the second half kicks off? Consumers can fight off those mouthwatering urges once or twice, but, eventually, you will give in to that appetite appeal.
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It’s 2024. If your food brand is still targeting women as their sole primary buyers, it may be time to get with the Bro-gram.
Statista recently published a report stating that 50% of men consider themselves to be the primary household grocery shopper. Other studies have that number as high as 60%. According to FMI’s Grocery Shopper Trends report, male shoppers take more frequent trips to the grocery store, they typically outspend females by $22 per week, and they tend to purchase more on impulse.
“Our brand is really growing—we recently gained distribution in 1,000+ new retail outlets, and we’re getting more and more distribution by the day.”
I’ve heard this scenario a thousand times—and it doesn’t always turn out as well as you may think. Is new distribution a good thing? Of course. But it can also be the beginning of the end for a brand. I’ve seen it happen many times over the years, so much so that we’ve even coined a phrase for this particular phenomenon: Death by Distribution.
Digital marketing strategy has always been a moving target. Great strategies from a year ago might fall flat in today’s ad landscape. Innovation is the name of the game. New platforms, trends, and tools are constantly changing the way we approach the brand-consumer relationship. Savvy marketers and forward-thinking agencies are harnessing these new tools and turning them into big wins for their clients.
Two of the hottest topics in food marketing are Shopper Marketing apps and the emergence of Artificial Intelligence. The conversation really gets interesting when these two topics collide, and we start to understand how AI can supercharge these apps to the benefit of the consumer, the supplier, and the platform.
In an era when social platforms have their own in-app shopping functions and affordable skynet-tier algorithms to target the masses, the direct-to-consumer model (D2C) is having a bonafide moment. More and more brands are prioritizing a robust ecommerce strategy, and much to the chagrin of the middleman wholesalers and retailers, it’s working.
