EAT REAL ROUNDTABLE MARKETING HEALTHY & SUSTAINABLE

FOODThe United States Healthful Food Council and the Institute for Responsible Nutrition

Wednesday, March 15, 2017

+MARKETING & COMMUNICATIONS

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30 YEARS OF INDEPENDENT SPIRIT

EVANS HARDY+YOUNG Marketing and Communications Agency

Santa Barbara, CA

ADVERTISING | MEDIA | PR | DIGITAL | SOCIAL

Core Strategic Focus: FOOD BRANDS

+OUR TEAM

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+EMILY NORDEE

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Public Relations Director at EvansHardy+Young

Background

Seasoned foodservice marketing and PR professional with a degree in Nutrition Studies

Client list

California Walnut Board, Idaho Potato Commission, Campari USA, James Beard Foundation, Little Caesars Pizza, Maker’s Mark, Patina Restaurant Group, Bon Appétit Magazine, Wines from Spain, Perfect Puree of Napa Valley, ONEHOPE Wines, Leblon Cachaça…

+TARA STEPHENSON

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Director of Marketing at EvansHardy+Young

Background

Print Production, Operations, Events, Client Services, Sales, Marketing, Product Marketing, Content Marketing

Magazine Advertorial (Luxury Hospitality & Wine) Digital Advertising: Display, Affiliate, Native

Client List

Starwood Hotels & Resorts, St. Regis Aspen, The Broadmoor, Teton Mountain Lodge, Hotel Monteleone; Sebastiani, Ravenswood, Chateau St. Michelle; AT&T, Walt Disney, Conair, Zynga…

+STATS

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• According to a survey of CEO’s from leading F&B companies, over 60% of the respondents believe that convenience is driving food sales

• 74% of grocery shoppers and 78% of millennials said better health is a big benefit of an eco-friendly lifestyle

• Organic food and beverage market is growing at a CAGR of 11.9%

• 23+ billion: Views of food-related videos

+STATS

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• People wear sportswear and shoes when they hang out at home 3x as often as when they play team sports

• Food diets like gluten-free and veganism are seeing 100%+ record growth in search

• Millennials are 10-20% less interested in classic American or Americanized ethnic foods than baby boomers, and express increased interest in different kinds of global cuisine

+TRENDS

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TRENDS IMPACTING CONSUMER FOOD PURCHASES

• Evolution of Convenience

• Wellness as a Status Symbol

• Healthy Snacking

• Flavor

• Customization

+VALUE

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Health and wellness, social impact, and transparency are competing with traditional factors like price, taste, and convenience.

“Consumers are seeking foods that align with their values and they aren’t willing to compromise on taste, price, or convenience. The challenge for manufacturers moving forward will be to create healthy, eco-friendly, and humanely produced foods that deliver on taste and are cost-competitive.”

— Bruce Friedrich, executive director of The Good Food Institute

+DEMAND

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Healthy eating is increasingly on consumer’s agendas, with millennials leading.

“Consumers continue to become more informed and are have higher expectations than ever before. From increasing desire for clean label products to demands for more environmentally responsible packaging, food and beverage manufacturers will need to pay close attention to what their customers want to stay ahead.”

— Larine Urbina, communications manager at Tetra Pak US & Canada

+CONNECT

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Consumers long for a connection to their food and crave more information about how it is produced.

“In the marketplace, rising consumer demand for products grown sustainably, minimally processed, ethically sourced, and made with natural ingredients is creating instability within the global food and agricultural supply chain. Food companies … must … serve the needs of consumers without sacrificing price, product availability, convenience and efficiency.”

— Sean McBride, founder and principal at DSM Strategic Communications

+REAL

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Transparency, authenticity builds consumer trust!

Offerings and marketing strategies should be transparent and exemplary of the values their customers want.

Ex. Confusion around Certified Humane, Non-GMO Project Verified, and Certified Organic.

Ex. “Cage free,” “free range,” and “pasture raised” should not be empty claims.

Claim verification programs create clear definitions for claims and provide verification of compliance.

+ MARKETING HEALTHY FOOD: STRATEGIES TO MAKE DISCOVERY EASIER PHOTO: MAT ZUCKER

+MARKETING HEALTHY FOOD

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Marketing Healthy Food: Strategies To Make Discovery Easier (Forbes)

— by Mat Zucker, Feb 22, 2017

“As demand for healthy food grows, healthy food content grows with it. Views of food-related videos are above 23 billion. Food diets like gluten-free and veganism are seeing 100%+ record growth in search…

Most healthy food brands are small to medium-size players, so content for them becomes a transformative lever — helping them be found, chosen, used, repurchased and of course shared.”

+FOOD PROMOTION STRATEGIES

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1. Announce

2. Share Your Story

3. Educate On A Topic

4. Fit Into A Lifestyle

5. Win On How

+CONTENT MARKETING

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+HOW TO TELL A GREAT BRAND STORY

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Brand identity: mission, vision, personality, essence, value prop

Target market: know your audience’s challenges, desires, values

Consumer journey: talk to your customer at various points during path to purchase

Goals: create trust, interest, loyalty…

Focus: nutrition, certification, brand story, whatever is unique to you!

+HOW TO TELL A GREAT BRAND STORY

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Perform Guerrilla Research

1. Point of Purchase

2. Point of Consumption

3. Point of Conversation

Intercepts, interviews, surveys, social media monitoring…

+HOW TO TELL A GREAT BRAND STORY

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Stories grab you

• Godfather

• Wizard of Oz

• E.T.

Stories endure

• Romeo & Juliet

• Noah’s Ark

• Buddha - 6th century B.C.

+HOW TO TELL A GREAT BRAND STORY

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Plot is at the Core of Compelling Stories:

1. Education Plot: Supersize Me, Ken Burns Civil War, Attenborough

2. Connection Plot: The Notebook, Ghost, Dove’s Real Women campaign

3. Challenge Plot: Rocky, Karate Kid, Bad News Bears

+CONTENT PROMOTION

+CONTENT PROMOTION

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1. Owned - website, email, newsletter, social media

2. Earned - industry pubs, consumer magazines, newspapers, (influencers)

3. Paid -

Traditional: TV, radio, print, outdoor, events, sponsorships, panels

Digital: display (i.e. banners), search, social, native, affiliate

+FOOD PROMOTION STRATEGIES

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1. Announce

2. Share Your Story

3. Educate On A Topic

4. Fit Into A Lifestyle

5. Win On How

+ANNOUNCE

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+ANNOUNCE

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Food launches and brand announcements can take more creative formats beyond the press release.

Videos, contests, speeches, demonstrations, tours, and partnerships (with charities or on social platforms) create instant attention, open a relationship channel, build demand, and deliver value.

+CASE STUDY: BIG POTATO IN BIG APPLE

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Problem: The Big Idaho® Potato Truck had already generated hundreds of millions of media impressions across the country, but it was simply too big to drive on the streets of New York City.

Solution: So we did something better: we floated it around the city on a barge! The titanic tuber traveled through New York Harbor, around the Statue of Liberty, and up the Hudson River, attracting a ton of media attention for Idaho Potatoes.

Results: 100+ million media impressions generated on event day, most coming from NYC, country’s toughest media market. 68 news outlets covered the truck’s visit: WNBC-TV, FOX (local), PIX11, WABC-TV, 1010 Wins; plus NY Daily News, The NY Post… Plus, covered by all key trade pubs, Taxicab News, law enforcement alert, and social media buzz.

+EXAMPLE: CA WALNUT BOARD

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Partnership: Plate Magazine

CA Walnut Board partnered with Plate for a VIP chef event in Napa Valley.

Editorial, photos, video, recipe contest:

• 8-page advertorial

• featured content on website, social, and newsletters

• 10 orig recipes from the event on Plate website

Results: 100,000+ media impressions

+SHARE YOUR STORY

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+SHARE YOUR STORY

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Your content vision should include your “Why”. What provoked the brand to start, why does it exist.

Video or written formats will help this get shared. Share on your About Us page, blog, social media channels, pitch to pubs…

+EXAMPLE: CLIF BAR & COMPANY

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BORN ON A BIKE

During a one-day, 175-mile bike ride – forever to be known as The Epiphany Ride – an exhausted and hungry Gary Erickson realizes he can’t choke down another unappetizing energy bar. The idea for a better tasting bar is born!

+EXAMPLE: CLIF BAR

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• Guest on Guy Raz’s Podcast

• Feature on NPR

Other great press highlighting their story:

• The Curious Creature: Travel Essentials: Clif Bar

• Greek Reporter: Gary Erickson: The Greek Story Behind the Clif Bar

+EDUCATE ON A TOPIC

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Heart-Check food certifi cation does not apply to recipes unless expressly stated. See heartcheckmark.org/guidelines. walnuts.org

A SPRINKLE OF CRUNCHY CALIFORNIA WALNUTS ADDS FLAVOR, TEXTURE AND HEART-HEALTHY* GOODNESS TO ALL YOUR FAVORITE RECIPES.

FOR THESE RECIPES AND MORE GO TO WALNUTS.ORG.

Per one ounce serving. So Simple. So Good.™So Simple. So Good.™So Simple. So Good.™So Simple. So Good.

FOR THE BEST SIMPLE DINNERS EVER

Crunchy Walnut-Crusted Salmon Fillets Pasta Puttanesca with Mixed Olives & Walnuts

Chinese Chicken Walnut Stir Fry Walnut-Goat Cheese Stuffed Chicken Breasts

Supportive but not conclusive research shows that eating 1.5 ounces of walnuts per day, as part of a low saturated fat and low cholesterol diet and not resulting in increased caloric intake, may reduce the risk

of coronary heart disease. (FDA) One ounce of walnuts provides 18g of total fat, 2.5g of monounsaturated fat, 13g of polyunsaturated fat including 2.5g of alpha-linolenic acid – the plant based omega-3.

*

CWB H0244A DIN_comma 8.5x10.875.indd 1 9/15/16 2:17 PM

EDUCATE ON A TOPIC

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Whether it’s highly valuable thought leadership content or a list of 10 things you didn’t know, education can drive relevant discoverability through organic or paid search.

Provides credibility, meets consumer expectations.

• Recipes

• Product Demos

• Blog Posts

• Industry Events

• Health Benefits

+CASE STUDY: CA WALNUTS

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California Walnut Board’s Recipe-Driven Campaign Reverses Shipment Decline

Problem: A dramatic increase in crop size for California Walnuts (+53% between 2010 and 2016 to 670,000 tons with the 2017 crop estimated at 750,000 tons) made it imperative consumers expand their usage of walnuts.

Solution: EH+Y learned a large group of light- to medium-users knew walnuts are heart-healthy, but didn’t know how to use in any recipes besides baking. Multi-platform campaign repositioned CA Walnuts as a ‘go-to’ staple to add flavor, crunch, and heart-healthy goodness to all meals.

Results: Recipe-driven campaign lead the reversal of a five-year shipment decline, with shipments up 19% (+36,000 tons) over the past two years.

• 5x Increase in Website Traffic • 19% Increase in Shipments • 22% Drop in Carryover Inventory

+CASE STUDY: NATIONAL HONEY BOARD

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Problem: In 2011, we commissioned a foodservice industry attitude and usage survey for NHB that revealed honey was not widely recognized as an alternative sweetener for cocktails and other beverages.

At the same time, beverage innovation was gaining momentum in foodservice, driven by the culinary cocktail movement and impressive margins.

Solution: Honey beverage program (2012-2016)

+CASE STUDY: NHB

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Solution: Honey beverage program (2012-2016)

• Honey Cocktail Guide (2012) • Honey Cocktail Recipe Innovation (2012-2016) • Honey Beverage Ambassadors/Spokespersons (2012) • Honey Varietal & Spirit Pairings Curriculum/Guide (2013) • Honey Beverage Summit (2014) • Honey Beverage Guide – Cocktails and Non-alcoholic (2015) • Tasting Panel Magazine “Sweet on Honey” Editorial Series (2015) • Omni Hotels & Resorts “One Sweet Summer” Honey Menu/Promotion (2015) • Tales of the Cocktail (2016) – Honey Tasting/Varietals & Spirits/Honey Cocktails • PF Chang’s Honey-Driven “Garden to Glass” Cocktail Menu & Promotion (2016)

Results: According to a Datassential 2016 Honey Menuing Report, honey cocktail menu penetration is up 17% YoY as of late 2016.

More significantly, honey cocktail menuing is up a whopping 84% from 2012 to 2016 – coinciding with the NHB campaign.

+FIT IN TO A LIFESTYLE

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+FIT IN TO A LIFESTYLE

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Being mentioned in fitness, specialty diet, religious or fashion circles is an obvious go-to, but the web has something for everyone.

Example: themovementmenu.com

Fit both the Whole30 and Paleo diet lifestyle

+FIT IN TO A LIFESTYLE

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“We were Paleo eaters and athletes long before we decided to make epic tasting paleo desserts.”

—Digging deeper into Paleo Treats

+EXAMPLE: AIRBNB

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According to data from Airbnb, 86 percent of its users pick the platform because they want to live more like a local. That insight of living rather than visiting inspired the brand's latest and largest marketing campaign, "Live There.”

—Put Away the Selfie Stick and Live Like a Local, Urges Airbnb’s New Campaign, By Katie Richards, April 19, 2016, Adweek

+ EXAMPLE: AVOCADOS FROM PERU

+WIN ON HOW

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+WIN ON HOW

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Beyond the “why” mentioned above, share how you’re making the product, the ingredients, where it comes from, throughout the entire supply chain.

“People build confidence in their skills by watching how-to videos. Why not build trust in food brands by showing how products are made?”

- Brian Zucker Fuhr, food & sustainability marketer

+ CLIF BAR: FARMERS SPEAK - ORGANIC ALMONDS [VIDEO]

+RECAP & BRAINSTORM

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Key Insights:

Evolution of Convenience

Wellness as a Status Symbol

Flavor

Customization

Healthy Snacking

Transparency

Content Marketing:

Brand identity

Guerrilla Research

Stories grab, endure

Plot at the Core:

Education, Connection, Challenge

Content Promotion:

Owned, Earned, Paid

Promotional Strategies:

Announce

Share You Story

Educate on a Topic

Fit Into a Lifestyle

Win on How

THANK YOU!

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