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Domenick Celentano

How do You Advertise and Market Good Taste from the Supermarket Shelf?

By November 5, 2012

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Brand Twist posted a question on Food Industry Marketing Professionals on LinkedIn: "I am a brand strategist, and I want to work with small food brands in particular. Therefore I wanted to ask some of you food experts out there:

  • What are your thoughts on how to market and advertise food, trying to communicate the taste before people have had a chance to taste it?
  • What are some of the best tricks, and what are the challenges?

Julie brings up some interest points that I tell all of my "foodpreneur" clients and readers here n About.com. Smaller brands are artisans and passionate food people who think taste is what matters. It does, after the customer purchases and consumes the products... but on the shelf... it is a different story.

Storytelling Marketing

Victoria's Kitchen Almond Water is based on David's Meniane's French grandmotherMiguel said "great images great videos and great text will be helpful for communicating the without tasting... a trendy design... a story behind the product.. the origin.. where? who? How? Since When?" . Jack Rudy Cocktail Co. label carries the almost unedited family storySpot on! He is articulating the broader topic of content marketing and storytelling marketing... too long to get into here so here is my latest article... How to Create a Food Brand With Storytelling Marketing. .  Victoria's Kitchen and Jack Rudy's Cocktail Company featured as case studies illustrate how smaller food entrepreneurs can communicate taste beyond supermarket demos.

How to Communicate Great Taste Digitally

QR Codes on Food Packaging

It costs nothing to add a QR code to your packaging - as smartphones reach the 50% penetration level food shoppers will be using their smartphones to get information while in the store. Have the QR code go to a landing page with content, pictures or videos with something so compelling that it communicates great taste in some fashion.

Twitter Sweeps and Games

Look at brands like Dunkin donuts for ideas. They launched their line of Bakery sandwiches by asking their followers to tweet a picture of a really sad looking sandwich. Here is an example of a tweet o illustrate. I can just here smaller brands saying they can't do what DD does, but the point is learn from what they do, borrow, adapt and then adopt.

Facebook

Look at what Pepsi did for the Next line, they called it their Internet Taste Test., "'Drink it to Believe it" rolled out on Facebook. It was not a real taste test but offered their Facebook Followers a way to have improve comedians impersonate them on YouTube videos, the goal being getting fans to share (viral marketing) these videos. Since this was a complex Facebook campaign their press release Pepsis Next Internet Cola -Taste it to Believe It. gives anyone interested more details.  Again this is something most brands can't replicate but you could borrow elements to see how you might be able to communicate taste in a unique fashion.

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