filter by tag: food

January 20, 2012 at 1:47 PM by Cone Communications

This week, Paula Deen revealed a not-so-surprising secret: she has type 2 diabetes. Not surprising because this not-so-fit chef and TV personality has been preaching her love of all things butter since she first graced us with her presence on the Food Network some years ago. And boy, did she grace us. She epitomized southern hospitality – she called us all her friends, she sent us “love and best dishes” and she welcomed us into her home.

Admittedly, I too fell in love with Paula. It was refreshing not to see her scrutinize every morsel of food she put into her mouth. It was refreshing to see that she was comfortable in her own skin, despite being well into her 50s and overweight. It was refreshing to see such a healthy appetite for food – and for life. And so I, along with the rest of America, bought her cookbooks and bakeware. In essence, I bought into her persona (my PR background doesn’t make me immune to marketing tactics, just more aware of them).

Since making the announcement, Paula has been the subject of consumer backlash. Many feel deceived. Many are disappointed that she withheld this news for the last three years. Many feel that she forced her fat-and-sugar-laden recipes upon them and, to some extent, down their throats.

 

The problem with Paula’s announcement had nothing to do with the timing. It had nothing to do with the recipe of disaster she cooked up for herself (pun intended). Instead, it had everything to do with her motive for making the announcement: a deal with a giant pharmaceutical company named Novo Nordisk, a major manufacturer of diabetes drugs.

It’s no secret that Americans’ trust in corporations is declining, and the pharmaceutical industry is not immune to it. We’re a nation that loves a good David vs. Goliath story – the triumphant little guy (American consumers) against the big giant (corporations). So why is Paula, one of the friendliest faces on television, suddenly aligning herself with the Goliath corporation rather than consumers? That’s the real problem. Right now, it seems like Paula’s only looking out for herself and her pocketbook, not all the friends she made along the way.

What would’ve been more Paula-esque? For one, putting her friendly face on a campaign to educate the public about diabetes could’ve been a step in a positive direction. Second, if Paula admitted the error of her cooking ways and proposed a healthier lifestyle for her and all her “friends,” with the help of a trustworthy and respectable partner (like the American Diabetes Association [ADA], for example) things could have played out a whole lot differently*. Cone’s 2010 Cause Evolution Study found that 81 percent of consumers believe that if a celebrity’s commitment to a cause is authentic, he or she can play a significant role in raising awareness for the issue. Imagine the power of Paula Deen.

Do I think this will cause irreversible harm to the Paula Deen brand? No, because, if there’s a story the American consumer enjoys more than a David vs. Goliath, it’s the resurrection of a fallen hero. What it will do is make us all a little more skeptical about what goes into our foods and just how much fat we’re willing to let into our lives – even if it comes wrapped in a sugary sweet southern drawl.

 

--Jenna Walsh, Senior Account Executive

*Note: In later interviews, Paula noted that an undisclosed percentage of her earnings as a spokesperson for Novo Nordisk will be donated to the ADA.

Tags: criticism health campaign nonprofit food strategy

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May 23, 2011 at 1:57 PM by Cone Communications

It’s already been an interesting year in the food and nutrition space. It’s less than halfway through, but food makers and food marketers are awaiting the fall-out from monumental changes in policy, industry, consumer behavior and research.

The year began with the unveiling of the 2010 Dietary Guidelines, which provide a solid foundation upon which all Americans should base their diets. Although the obesity epidemic has been front and center in the media for several years, these much anticipated Dietary Guidelines mark the first time that emphasis is actually placed on eating less. Two key concepts are the cornerstone of the guidelines: maintain calorie balance over time to achieve and sustain a healthy weight and focus on consuming nutrient-dense foods and beverages. By encouraging Americans to “enjoy your food, but eat less,” the government has changed the paradigm.

 

At the end of April, an Interagency Working Group made up of representatives from the FTC, FDA, USDA and the CDC released new suggested guidelines on how the food industry can market products to children. The new proposal (which is suggested to strengthen existing voluntary guidelines established in 2005) calls on the food industry to improve the nutritional quality of foods it markets directly to kids ages 2 to 17 years old. Although the proposed changes are currently under review, and even if implemented would remain voluntary, it will be interesting to see how the industry responds – and even more interesting to see if there is an ultimate impact on the health of children in the U.S.

Of course the food industry, itself, continues to evolve. New trends this year include revising sodium levels (to meet recommendations laid out in the Dietary Guidelines) and home cooking, which remains a trend as the economic environment, combined with a focus on natural, local and whole ingredients, continues. There is also an increased focus on functional foods - especially foods that provide function naturally. If you haven’t already, there’s no doubt you’ll soon see these trends heavily leveraged in ad campaigns and on-pack messaging.

Time will tell what, if any, impact shifts in advertising and marketing to children might have. And there is no doubt that everyone would do well to heed the advice laid out within the Dietary Guidelines; doing so would create a healthier nation, one individual at a time. The solution, however, must ultimately come from everyone in our food system. From restaurants and schools to farmers and grocery stores to food producers and marketers – and consumers themselves - everyone must work together to bring about change. Only with full collaboration will the nation ultimately become healthier…and slimmer.

--Peggy O’Shea-Kochenbach, Vice President

Tags: economy trend marketing youth health nutrition food

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February 11, 2011 at 8:45 AM by Cone Communications

Some lawyers have a beef with Taco Bell’s beef…and – here’s a surprise – the fast food chain has thanked them for causing trouble.

A class-action suit filed by Montgomery, Ala., law firm Beasley Allen accuses the fast-food giant of false advertising, claiming several of its products are made with “seasoned ground beef” that doesn’t meet the USDA definition of meat. According to the suit, which the Los Angeles Times made public on January 24, Taco Bell’s “taco meat filling” only contains 35 percent meat – that’s less than the 40 percent the USDA requires – with the other 65 percent composed of spices, extenders, water and other add-ins in far greater amount than the USDA allows for ground beef.

 

 

Taco Bell’s Response

Rather than shy away from further controversy, Taco Bell went on offense, arguing its beef is better than plain ground beef, which it thinks tastes too boring to be served by a company committed to “thinking outside the bun.” Taco Bell insists its seasoned ground beef consists of 88 percent meat and 12 percent “not-so-secret recipe” – which it provides to consumers.

On January 25, the company took the first of several steps to communicate this message to its consumers. Taco Bell’s Twitter account pushed out a statement from Taco Bell President and Chief Concept Officer Greg Creed, explaining the “facts” presented in the lawsuit were “absolutely wrong.” The same went for Taco Bell’s Facebook page, and the online statement to which consumers were directed was updated with additional details on January 26. The company also announced it would place full-page ads “to share the truth about our seasoned beef” in national publications, including The Wall Street Journal, The New York Times and USA Today, as well as execute an outreach campaign to target its Hispanic consumers. The consumer outreach concluded on January 27 when Greg Creed posted a message on Taco Bell’s YouTube channel offering his side of the story.

Why the Response Worked

• Taco Bell utilized a psychologically effective message – “Thank you for suing us” – to counteract the allegations.
• Rather than defending its products from allegations, Taco Bell’s messaging went on the offensive by insisting its seasoned ground beef is actually better than plain ground beef. The company also promised to take legal action against those making false claims against the seasoned beef. This strategy transformed a perceived crisis into an opportunity.
• Taco Bell responded quickly. The company’s point-of-view was included in the Los Angeles Times’ initial report and became increasingly present as details of the controversy developed.
• Taco Bell’s messaging was consistent across platforms – including traditional media, Twitter, Facebook and YouTube.
• And finally, Taco Bell responded creatively and in good humor.

Close, But No Chalupa

Taco Bell fell short in one aspect of its response campaign: effective use of social media to engage its consumer audience. Although the company responded via its Twitter and Facebook channels only one day after news broke, the response did not resonate with social media audiences; following news of the lawsuit, social media posts regarding Taco Bell’s beef spiked to more than 16,000, but following the launch of the ad campaign response, posts only reached about 6,000. This most likely is a result of social media’s inherent nature, concerned more with providing a shock-factor than setting the record straight. By the time Taco Bell responded to its followers, the story was no longer relevant. Although its message could have remained the same, the company needed a flashier response – by social media standards – for the Twittersphere to once again cry, “Yo Quiero Taco Bell!”

--Emilee Ellison, Assistant Account Executive

Tags: food bestpractices socialmedia crisis strategy

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January 7, 2011 at 2:23 PM by Cone Communications

New year, new logo. That seems to be the thinking at Starbucks, as the coffee chain, this week, unveiled a more laconic logo. With the Gap debacle fresh in our minds, we asked our employees to voice their varied opinions on the new look.

 

“I thought they did a nice job letting their loyal customers/card holders get a sneak peak with an email that went out yesterday, including a message from Howard Schultz. There was a link to a website with a video and images of what the new logo would be.”

“I like the logo. It reminds me of what Target and Nike both did at some point in their brand evolution; they removed the brand name from the logo and just left the visual component.”

“I like the new logo – it shows its evolution, but maintains its roots/heritage, unlike what Gap attempted to do and ultimately failed at.”

“I get the need to move their logo beyond coffee, but I think the redesigned logo misses the mark and strays too far to retain its status as an iconic image.”

“All I can think of is how many millions of dollars it takes to remove the company name and the word ‘coffee’ from a logo and turn it Starbucks green? How many focus groups were there? How many hours did it take? There is really nothing new about it. Just another layer of deconstruction of something that already exists, which is basically the evolutionary path of almost every other major brand's logo from McDonald’s to Nike over the past century.”

“For me (focus group of one) it was not the [siren] that made the Starbucks logo recognizable - it was more the Starbucks typeface that I associated with. I don't think I am alone on that either. Thus, I think its decision to focus on the [siren] misses the mark of where its brand equity lies.”

“What about Seattle's Best's bold logo change in May 2010, which absolutely impacted Starbucks, and likely encouraged more brand change? I think Seattle's Best's logo was the bigger miss between the two companies – at least Starbucks' logo is still recognizable – while I appreciate the ‘fueling up’ humor to coffee and gasoline, I think its [Seattle’s Best] new logo teeters too much on the literal side.”

“I tend to think Starbucks should have considered the mantra, ‘If it ain't broke, don't fix it.’ Then again, the University of Oregon football team has essentially built its brand image on inconsistency, of all things. The Ducks are known for constantly changing uniforms, rarely sporting the same design/color on consecutive Saturdays - and, it seems to be working for this brand.”

“It's not a big enough change to turn me off, but it makes me scratch my head.”

“I find it ironic that Starbucks associates the new logo with extending a ‘siren's call,’ when the purpose of the sirens was to draw sailors to their doom!”

“I am not a big fan of changing logos for the sake of change. I think it is almost always a vain exercise of little importance. I never even noticed or thought about what was inside the circle, so to me Starbucks was a green and black circle. However, I don't hate this and I do see how the iconic image without words gives a brand much more flexibility and global play, so I can accept it.”


These previous comments reflect the opinions of individuals and are not necessarily representative of Cone’s point of view.

Tags: logos marketing food branding strategy

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August 20, 2010 at 11:32 AM by Cone Communications

Media relations is a powerful communications vehicle. Through reporting, journalists can help improve lives, expose corruption, create laughter and deliver breaking news. I enjoy working with journalists on stories that educate and engage consumers about our clients’ latest endeavors. But lately, I’ve been in the uncomfortable position of educating media about their inaccurate reporting of açaí (ah-sigh-ee).

 

The dark purple berry, harvested in the Amazon, has been the subject of weight-loss scams, lawsuits, inaccurate environmental sustainability claims and false health reports. Media and consumers seem fascinated and perhaps overwhelmed by information about açaí. Type the word açaí into Google and an infinite number of links will appear. Yet, many journalists and consumers remain unclear about its real benefits. Why?

• The U.S. doesn’t have labeling standards for açaí. Many companies do not disclose how much açaí vs. other fruit make up their product blends.
• Even if a product label reads “açaí juice” in big bold letters or is listed as the first ingredient in the nutrition panel, it does not mean açaí juice is the main ingredient or that the juice has not been filtered or watered down with the pulp removed (which contains many of the nutrients).
  

This confusion will begin to clear when Sambazon (client), the global leader in açaí, launches a new consumer awareness campaign: Real Deal Açaí.The campaign will expose the lack of transparency in labeling açaí products, urging consumers to learn about types and amounts of açaí in products and asking companies to be transparent about what their products actually contain. The campaign will include an informational hang tag, a webpage and a nutrition spokesperson.

 

If you find yourself having to educate media about your clients’ products or services, it might be a good idea to follow Sambazon’s example and create an awareness campaign. If media don’t understand your product, chances are your consumer audience probably won’t either.

--Maureen O’Connell, Senior Account Supervisor

Tags: food health campaigns clients mediarelations

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April 20, 2010 at 3:50 PM by Cone Communications

The Food Channel recently released its take on the Top Ten Foods of the Decade:

1. Sushi
2. Bacon
3. Cupcakes
4. Sliders
5. Gourmet burgers made with kobe or angus beef
6. Superfruits, such as acaí, pomegranate and blueberry
7. Oils, such as olive oils and truffle oils
8. Whole grains
9. Artisan foods, particularly in breads, cheeses and dark chocolates
10. Coffees and teas

 

While there may be agreement, or disagreement, with the actual foods named, it’s hard to dispute the fact that it is intriguing to look back over the past 10 years and see all we’ve gone through in the world of food and nutrition. The top foods were influenced by many factors, from the economy to industry to the environment and consumer education. In fact, The Food Channel also identified its own Top Ten Food Influences of the Decade – a list that may be even more interesting than the foods themselves:

1. Organic foods, along with Locavore and community supported agriculture
2. International cuisines
3. Food TV and Internet
4. Food safety
5. The economy and subsequent shift to home cooking
6. Fast casual restaurant concepts
7. Fair trade and artisan concepts in bread, chocolates, cheeses
8. Mobility/social media/Twitter notifications/underground dining
9. Mixology
10. Culinary education
    

Overall, it’s been an interesting – if not monumental – decade in the world of food. The proliferation of media and communication tools in combination with, or resulting in, the increasingly sophisticated American palates have been fascinating to live – and eat – through. As marketing professionals, it’s been exciting to see how food has influenced our society and the food industry. And as dietitians and nutritionists it’s been thrilling to see how food continues to become more entrenched in our lives and personal health. The intersection of this societal impact and greater attention to our health and well-being is hopefully something that will continue to grow and evolve and have a positive effect.

Some trends flagged to be tops for 2010 include increased simplicity, dining in, limiting salt, increasing whole grains, new beverages and carbon footprints. Certainly, all of these trends, and more, are things we must monitor when communicating with consumers and the industry. I’m also curious to see how many will simply be a fleeting fad and how many will stand the test of time and be on the “Top Ten” list of the next decade.

 

What foods or food influences would be on your top 10 list?

--Peggy O’Shea-Kochenbach, Vice President

Tags: marketing health wellness nutrition trend food

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January 7, 2010 at 4:48 PM by Research & Insights

‘Tis the season to get skinny…and fast! The mother of all New Year’s resolutions didn’t disappoint in 2010, as “lose weight” tops the list again this year with 22 percent of consumers who made resolutions looking to shed some extra pounds.

 

Long on top of the weight-loss trend, fast food restaurants haven’t been shy about pushing lower-calorie/less-fat versions of their standard fare. This has been a boon for consumers who don’t want to make drastic changes to eating habits that may already include fast food indulgences. As counter-intuitive as it may seem, fast food diets can actually help some people lose weight, at least in the short term, if the products provide less fat, sugar, sodium and/or fewer calories.

 

The latest entrant into the fast-food diet wars is Taco Bell, who recently introduced its Drive-Thru Diet, featuring seven “Fresco” menu options with fewer than nine grams of fat. The campaign stars Christine, a woman who lost 54 lbs. in part by switching to Fresco menu items. Marketing is also supported by new media elements, including an online “Frescolution” pledge to eat less and exercise more, a Twitter contest and e-cards to invite friends to take the pledge. Taco Bell even joined forces with the NBA to promote the diet as part of a fit and healthy lifestyle.

 

The young campaign has already faced some harsh criticism, but by avoiding words like “healthy” or “weight loss,” Taco Bell is in the clear, at least from a legal standpoint. Marketing healthy foods or diets can be fraught with legal and ethical pitfalls. Below are some tips for authentically communicating your foods’ health messages:

1. Provide the facts (even the less desirable ones): Your foods may be low in fat, but are they high in sodium? Let consumers know the whole health-related story. And be sure when using testimonials to provide your consumers with details about dietary and lifestyle habits outside of your diet.
2. Avoid claims that aren’t substantiated with research: You could be opening yourself up to criticism, or even worse, liability if your claims are not founded on legitimate scientific research. Take the time to research your claims before slapping them on a Web site or billboard.
3. Provide context: There’s no official definition of “health food,” so be careful if positioning foods as healthy vs. unhealthy. Instead, be upfront about the foods’ nutritional contents and how they vary from typical offerings.
4. Engage a credible third party: Endorsement by a credible health expert can help communicate the real nutritional value of food offerings and convince skeptical consumers. Have a third-party expert serve as a spokesperson, or at least publicly sign-off on your products and promises, for your marketing campaign.

Tags: campaigns trend health nutrition food bestpractices

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November 16, 2009 at 12:31 PM by Cone Communications

By now, most of us are familiar with the buzz-worthy KFC stunt at the United Nations in New York a few weeks ago. As part of KFC’s “Grilled Nation” campaign to support its new grilled chicken line, the chain has been lobbying the United Nations Secretary General asking that the “Nation” receive a seat at the U.N. table.

 

Image Credit: ZDNet.com

According to the tongue-in-cheek letter written by KFC President Roger Eaton:

“As Secretary-General, you have pledged to build a ‘stronger United Nations for a better world.’ We at KFC are confident that recognizing Grilled Nation will strengthen your organization and satisfy the stomachs of your many Member States.

While we realize that incorporating Grilled Nation into the UN is a long shot, we hoped to possibly squeeze a chair in between Grenada and Guatemala. We promise to make sure the mashed potatoes get passed to folks from all Member States.”

Okay. Funny, but no real harm.

Until a lighthearted sampling event turned into a security breach when an actor dressed as Col. Sanders was invited into the U.N. for an impromptu photo opp. with new president of the General Assembly, Dr. Ali Treki of Libya. According to KFC, they were spontaneously invited inside by a U.N. staffer. The U.N. is currently investigating.

The reason stunts are tried-and-true PR vehicles is because, when done properly, they can generate a ton of talk-value and buzz. And, the chicken chain and its parent company Yum! Brands are no strangers to outrageous marketing campaigns.

So, what should your criteria be when planning and executing a PR stunt? Here are a few tips to keep in mind:

• Harness the “wow” factor. Memorable events that break through the clutter are outrageous and unique. To create buzz and talk-value, don’t be afraid to think big and be bold.
• Connect the action/event to the brand. A unique, bold event can create a lot of buzz and excitement. But if there’s no brand connection (or a tenuous link), you’re going to lose awareness, create confusion and fail to generate value.
• Keep it simple. The most successful stunts communicate one strong message. Too many storylines dilute the message and leave consumers scratching their heads.
• Prepare, prepare, prepare. As they say, "hope for the best, but prepare for the worst." No one wants to put the lives and safety of consumers in danger for the sake of publicity.

-- Jennifer George, Account Supervisor

Tags: marketing campaigns food bestpractices event

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October 2, 2009 at 3:44 PM by Research & Insights

Your weekly glimpse into the world of new media

Social: Just because your company uses social media, doesn’t mean people are talking about it. Well, burger chain Red Robin and Italian motorcycle manufacturer Ducati are doing something about that. After taking a post-meal survey in-restaurant, Red Robin invites diners who opt-in to post recommendations on their Facebook pages, which Red Robin then posts on its own page. In a similar call-to-action, Ducati rewards fans who disseminate a branded quiz, found on its new social networking site, with points that can be redeemed at Amazon.com.

 

Video: Rather than rely on consumer-generated videos to promote its new Fresh Ideas pre-sliced deli meat, food brand Sara Lee went out and hired actresses and comediennes posing as over-worked moms who manage to fit the sandwich meats into their busy days. The three video spots, available on YouTube and Facebook, feature mini, day-in-the-life vignettes of crazed working moms.

Research: Looking to jump on the iPhone app bandwagon? A recent survey from Compete Smartphone Intelligence reports smartphone owners’ favorite types of apps are entertainment, games, music, social networking and weather. Want more good news? Nearly a third (30%) of all smartphone owners are comfortable receiving targeted marketing on their phones.

Mobile: Speaking of apps, Finnish cellphone maker Nokia is promoting its latest customizable phone, the N97, by allowing consumers to create their own apps. Creators of the top 10 apps will win a free phone pre-installed with their creation.

Misstep: New media are rapidly gaining in popularity, but it seems they’re missing the boat when it comes to being a source of daily news. According to the First Amendment Center, Americans still consider traditional media the top source for news. A VERY distant second are the Internet, Twitter and social networks.

 

Our favorite: Red Robin and Ducati. You can lead a horse to water, but you can’t make it drink. Driving fans to your social network is only half the battle. So engage your consumers and put them to work as brand ambassadors.

Tags: digitaldownload research mobile food socialmedia promotion moms

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September 30, 2009 at 3:48 PM by Research & Insights

Teach a man to fish, and he’ll eat for a lifetime. Offer him free fish, and hoards of people will overrun your restaurant so fast you’ll risk food shortages and riots. Or something like that…

 

It seems there’s no end to restaurants and food brands offering coupons for free meals and products. What’s surprising, however, is just how little the participating companies understand the power of the word “free.” In this economy – or any economy, really – you’ll find people hard-pressed to pass on free food, as any parents visiting their child at college can tell you. Offer to take the roommates to dinner, and suddenly you’re staring at a two-hour wait for a table for 10.

 

So, why do marketers continue to underestimate the demand? Didn’t the Oprah-KFC incident teach us anything? Apparently, we’re still waiting for the lesson to sink in. Just last week, restaurant chain TGI Friday’s had to face the ire of Facebookers everywhere when coupons for a free Jack Daniel’s burger or chicken sandwich ran out 24 days sooner than expected. To stem the groundswell of negative comments, TGIF hastily extended the promotion. What was initially an offer of free burgers for the first 500,000 Facebook followers of TGIF “fan” Woody, has been opened up to the first million. At the time of this post, Woody is closing in with 970,739 followers.

 

In a similar incident, Smucker’s launched a promotion offering 20,000 coupons for free packages of Uncrustables Sandwiches. Within hours of going live online, the coupons were gone. The program was slated to run through October, and it didn’t even make it out of September. According to a Smucker’s PR executive, it doesn’t look like the company will make any more coupons available. This hardly seems like a good move, especially as Smucker’s tries to drive moms to its Web site to submit tips on giving their kids and the whole family “a wholesome, satisfying and convenient snack.” Moms can still provide tips, but they shouldn’t expect free sandwiches.

 

The lesson here? Take a cue from the Oprah-KFC effect. Coupons for free food will inevitably run out – and faster than you think. So, take the time to prepare a contingency that won’t leave consumers feeling cheated. Hope for the best, but plan for the worst.

 

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Tags: Facebook economy food promotion planning

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September 9, 2009 at 9:10 AM by Jillian WilsonMartin

My father is a food broker and represents a new product called Bagel O’s. As brunch items, Bagel O’s are bite-sized, premium, kosher bagels filled with cream cheese. But if you were doing your weekly shopping and saw Bagel-O’s in the freezer section would you buy them? Maybe. Or, maybe not.

 

In a world where budgets are tight, people want proof before purchasing a new product – especially a new one that promises improvements on an old favorite, like Bagel O’s. Each time you purchase something new you risk hating it and therefore wasting your hard-earned money. Advertising helps and coupons are great, but they aren’t always enough to convince consumers. Sampling, on the other hand, takes the risk out of the equation. Like me, consumers will essentially try anything if it’s free!

But does sampling lead to sales? Is sampling a viable promotion tactic? Research and practical success stories say yes. A study by the Product Sampling Council of the Promotion Marketing Association found nine out of 10 consumers say they would purchase a good or service if they experienced it and were satisfied. And, for Bagel O’s, purchases have tripled during weeks with a four-hour sample campaign and increased sales have continued thereafter. This success isn’t exclusive to Bagel O’s, either. According to the “Report on In-store Sampling Effectiveness,” sampling programs drove a 475 percent sales lift the day of the event, and consumers who sampled an item were 11 percent more likely to purchase it again and six percent more likely to buy another item from the brand franchise.

This kind of sales and brand lift might be just what the doctor ordered as we head toward the holidays. A recent Wall Street Journal article on back-to-school sales indicates consumer confidence is low and individuals remain highly focused on necessities. As the holiday season nears, and consumers dig deep to give their families that little something extra, consider investing in sampling or experiential promotions to make consumers aware of new or re-launched products. Sometimes you really do have to give a little to get a lot.

-- Jillian Wilson Martin, Senior Account Executive

Tags: economy research food branding event

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July 16, 2009 at 6:15 PM by Research & Insights

Today, everybody’s trying to save a buck, but a guy’s still got to eat. For fast-casual and fast-food chains, it would seem a no-brainer to slash prices on popular offerings and stand back as the crowds rush in. That’s the tact taken by Yum Brands Inc., but the low-priced fare didn’t quite pay off. Taco Bell’s and Pizza Hut’s second-quarter, same-store sales actually declined in spite of economically priced menu items.

 

So why weren’t consumers attracted to the cheaper eats? According to a recent Performics study, 69 percent of consumers surveyed said they are spending less money on eating out. This means consumers aren’t going to be swayed by low-priced promotions if they are already making a conscious decision to eat more meals at home. In fact, popular restaurant chains are looking to store-bought frozen meals as alternative income. California Pizza Kitchen, Starbucks and Burger King are among the many chains with restaurant menu items for sale in supermarkets' frozen food aisles.

 

 

But, restaurants can’t rely on packaged foods for long. To woo customers away from their eat-in kitchens, some restaurant chains are looking to draw crowds with incentive programs. Denny’s introduced a Grand Slam Bahamas Vacation Getaway promotion. Customers can earn scratch-off game cards by purchasing special menu items. Prizes range from free food and beverages to a grand-prize Bahamian vacation for two. Or, for the truly daring, Chick-fil-A honored Cow Appreciation Day by offering a free meal to anyone who stopped by its franchises dressed like a cow.

 

Restaurants are quickly learning that consumers in this economy are changing their habits and saving at unprecedented levels. To move dinnertime out of the house, restaurant chains are going to have to learn to get creative. Price cuts can’t be the only answer. Give consumers a reason to spend their hard-earned money in your restaurant.

Tags: economy food promotion

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July 13, 2009 at 3:27 PM by Cone Communications

You’ve seen the recent media hype around healthy eating, reaching as far as the White House lawn. From locavore Michelle Obama’s latest harvest and the sustainable farming craze, to restaurant calorie-count mandates, nutrition navigation in grocery stores and healthy eating in schools, nutrition trends are top-of-mind for everybody. And, there is no lack of media interest in health-related products, expert advice and educational tools to satiate an overweight America hungry for change.

 

Because consumers have been flooded with information and tools to make positive lifestyle changes, products making health and nutrition claims are under increased scrutiny and held to stricter standards by watchdog groups, public officials and the media. Any misstep in messaging could spur questions around authenticity and harm your brand image. So how do PR professionals leverage this healthy trend in an authentic and impactful way?

Here are some keys to success in health- and nutrition-related media outreach:

• Partner with a credible third-party spokesperson in the field of health and/or nutrition. If you’re considering a celebrity, be sure you look closely at products they have endorsed in the past to be sure there is no conflict of interest. For maximum impact and credibility, choose a spokesperson with scientific- and/or nutrition-related credentials who can easily answer tough health questions and bridge back to your product. (Oh, and message train, message train, message train!)
  
• Distinguish your fans from your critics, both in the media and within the industry. Before pitching reporters or influencers, research the articles they’ve recently written and determine if they have a positive or negative slant on either your product or brand, or on similar health claims or products. Unwittingly pitching a critic can result in negative publicity, so choose your battles carefully.
  
• Determine what differentiates your brand from your competitors. Make differentiating factors key highlights in your external messaging so you can shine where others fall short. When pitching reporters, pay close attention to how they position your competition and see where you can offer a better solution. (Be careful of your positioning though, nobody likes a mud-slinger!)
  
• Back your product claims with clear scientific data (published studies are preferred). There are many controversial products and services on the market that tout a health benefit but have been attacked in the media for lack of scientific evidence to support their claims. Avoid this fate by substantiating health claims with credible scientific evidence that proves the efficacy of your product. In addition, leverage new research and studies being published by your organization or by reputable stakeholders when pitching to add weight to your product’s claims.
  
• Remember, it’s all in the delivery. When it comes to nutrition, journalists aren’t focused on pedaling your product, but are looking for viable tips and tools that will truly help their readers live a healthier lifestyle. If your product doesn’t have them sold from the start, offer a less commercial approach through expert interviews or healthy eating tips, which lend support to your product and health message, but packages it in a more palatable way.
  
• Be as transparent as possible, and always be proactive. It is much easier to get in front of an issue relating to your brand and proactively present the facts than to react to harmful media coverage that misrepresents your brand. Perception is reality and this is particularly true in the healthy eating space.

-- Jordan Salvatoriello, Account Supervisor

Tags: clients health PR wellness nutrition food bestpractices

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July 10, 2009 at 9:27 AM by Research & Insights

“There’s no such thing as bad publicity.” Words to live by for the Burger King advertising folks. The latest entry in a long line of Burger King ads offending consumers takes aim at the Hindu goddess Lakshmi. She is featured sitting atop a ham sandwich in an in-store advertisement captioned, “a snack that is sacred.” Burger King quickly removed the ad after many complaints that it was offensive toward Hindus, many of whom are vegetarians.

 

But, Burger King is not new to the controversial advertising tactic. Anyone remember the “I like square butts” commercial? If you don’t, it’s probably because it was pulled from the air shortly after its debut, blamed for being sexually overt and targeted toward children. And, how could we overlook the recent BK Super Seven Incher ad?

All this talk of distasteful Burger King ads got us thinking. What’s the most offensive advertisement of all time? We took a quick office poll.

Here are some of our top picks:

• Carl’s Jr. “Paris Hilton Car Wash” commercial
• GM “Robot Suicide Dream” commercial
• GoDaddy.com “Congressional Wardrobe Malfunction” commercial
• Motrin “Mom” commercial
• Pepsi Max “Suicidal Calorie” ad
• Quizno’s “Toasty Torpedo” commercial
• Snickers “Mechanics Kiss” commercial

And, an oldie, but a goodie:

• Marlboro cigarettes baby ad

What’s your pick for most offensive advertisement of all time?

Tags: campaigns food advertising

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July 1, 2009 at 12:03 am by Research & Insights

In the battle for Millennials with the midnight munchies, who’s going to win out?

 

In one corner you have 56-year-old fast-casual heavyweight Denny’s. Standing opposite, at 47 years old, is Yum Brands’ fast-food stalwart Taco Bell. Odds-makers might give the nod to the Bell, as Denny’s continues to lose late-night customers who prefer to "think outside the bun."

 

 

But before you place your bets, check this out—Denny’s has a little star power for a cornerman. For the last year, the chain has run its "Allnighter" program, which adopts up-and-coming musicians, provides them with $1,000 in Denny’s gift cards and invites them to create special late-night menu options. Denny’s then uses its social media platforms to advertise the bands’ after-parties and menu items. Alumni include Rascal Flats, Katy Perry and Good Charlotte.

 

Not to be outdone, however, is the creator of the "Fourthmeal,"—for those who can’t face the foodless hours between dinner and breakfast. Taco Bell’s latest campaign features the video, "It’s All About the Roosevelts," which debuted in movie theaters last week airing before "Transformers: Revenge of the Fallen." With "Saturday Night Live"’s Andy Samberg and his "Digital Shorts" as its muse, the video features a rap star talking-up the chain’s late-night menu, which can be purchased for only a few "Roosevelts," or dimes.

 

Both campaigns are heavy on the social media—each features its own microsite—including video downloads, Twitter campaigns and mobile apps. So, this is sure to be a tough bout. Denny’s has the celebrities, but Taco Bell has the reputation. Only time, and the much sought-after youth market, will tell.

 

Let’s get ready to rumble!

Tags: campaigns food celebrity socialmedia Millennials

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May 5, 2009 at 11:07 AM by Cone Communications

More than ever before, consumers are concerned about the foods they choose for themselves and their families, and are savvier about nutrition and the effect of foods on their health and well-being. But today’s consumers are not only making food choices based upon nutritional attributes and benefits, they are also increasingly focused on a diet that is “good for you” and for the planet. The “green movement” is impacting the purchasing decisions of a growing population and will have a tremendous impact on the future of the food environment—for consumers and the food industry alike. Now is the time for brands to assess their practices and identify opportunities for greening their business.
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Tags: health wellness sustainability nutrition food

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