maximise your marketing...©nutripr webinar - maximise your marketing communications strategies in...

©NutriPR WEBINAR - Maximise your marketing communications strategies in the New Norm

Maximise your marketing

communications strategies

in the New Norm


✓ Focus exclusively on health and nutrition

✓ Walk the talk as an industry insider who knows the market and the

media intimately

✓ Establish strong brands

✓ Provide a global media coverage

About

Hi, I’m Liat Simha. PR Specialist, Founder and Managing Director of NutriPR

NutriPR was founded in 2002 as a boutique PR agency within the B2B and

mass media space, achieving high-impact public relations campaigns.

1. How to accelerate your company, brand and image during COVID-19

2. Why you need to know food trends

3. What are the new food & beverage trends

4. How to attract the right reporters to enhance your media reach

5. How to maintain your media relations during social distance


What’s on the menu today?

A review on changes in consumer behavior



Consumer expectations are HIGH → TRUST IS KEY

Consumers globally are expecting brands to help during the

coronavirus pandemic, even to the point of losing money

According to a survey from March 2020, 12,000 people world wide (Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, U.K., U.S.)

Brands

should

make

products

to help

with the

crisis

89%

Brands must aid to earn or keep their trust

50%

Brands

needs

to work

with

governme

nt and

relief

agencies

90%

Brands must protect people to keep their trust

52%Brands that prioritize profits over people will lose their trust forever

71%Brands

should

protect

employee

safety and

well-being

90%

Source: https://www.prweek.com/article/1678756/brands-better-step-during-pandemic-edelman-trust-barometer-special


UK review


Changes in food-related behaviours

Shopping and cooking habi t s have changed

Source:

1. Environmental charity Hubbub, 2000 adults.

2. John Lewis and Waitrose report

Cutting expenses Home cooking Support businessesEmotional eating

43% concerned about food cost

48% throwing away less food

30% making lists and meal

planning

42% not buying takeaways

63% online searches for ‘How to

grow your own’

38% are snacking more

25% are drinking more

21% are drinking less

20% homemade Happy Hour

and virtual parties

44% online searches for

‘comfort foods’ recipes

33% supporting small and

independent businesses

89% will continue using their

new food suppliers

47% eating more family diners

44% enjoying cooking more

25% buying better quality food

90% changed their cooking &

shopping habits


Food and beverage trends during the coronavirus


Know your food trends

• Develop successful & innovative products and seed new ideas

• Adjust your brand to cater for the new trends

• Ensure your messages to consumers are on target

• Demonstrate your position as an industry expert

• Grab the new opportunities

• Establish your brand as a market leader

• Effective storytelling on mainstream media and social platforms


Seeds of hope during lockdown

M&S Little Garden:

• Giving away seedling kits in grow pots – bringing nature home

• Greater interest in sustainable packaging

• Ethical and charitable links are growing – food bank donations

• The Co-op to donate £1.5 million of food to ‘FareShare’ charity that

tackles hunger

• Community projects: Taking social action


Deliveries - The milkman is back

• Snack packages - BoroughBox

• Vegetable boxes

• Wine boxes

• Milk, cheese, eggs and bread by the milkman

• Kits: Patty & Bun upmarket burger stores launch DIY Quarantine Kit

for making the ultimate burger at home

• Local farm shops

• Takeaways from cafes and pubs


Home baking – Resurrection of bread-maker

• Home-baking bread and rolls at home. Experimenting with different

herbs, spices and seed varieties

• Baking with children – Time to be creative

• Flour shortage leads to alternative flours: spelt, rye etc.

• Trend to savory – Moroccan pies with chickpeas and red pepper

• Consumers looking for a home baked appearance in store


Fear of buying meat and fish in markets

• A fear of buying meat and fish in markets has led to more cooking

with plant-based alternatives

• 20% of UK consumers reduce meat consumption

• 15% reduced dairy and eggs consumption

• Moving to new proteins such as peas, beans and lentils

Source:

1. The Vegan Society


Seeds of Innovation

• Consumers are buying nuts and seeds snacks

• Seedsnacks - Baked snacks for the health conscious with chicory

root fibre, high-value hemp and linseed

• Quick & easy nutritional boost

• Linwoods’ pack contains hemp, linseed flaxseed, and chocolate

nibs with added COQ10 for functional beauty


Comfort foods

• The Breathe Easy brownie is made with CBD (cannabidoil)

• Mindful Bites vegan pannetonne – uses the slogan ‘snack with

intention’

• Balance chickpea & Barley home-made style soup: vegan with

only 142 calories.


Chocolate with a Purpose

Indulgence and caring combos:

• Love Cocoa range – both beautiful packaging and fair-trade ethics

• Tony’s Chocolonely

• A genuine fair trade goes to the growers – caring for people first

and planet second.


Better snacking

• Personally tailored snack box

• graze has over 100 delicious wholesome snacks

• 100% recyclable package and tray

• Zero waste

• Factory and bakery are 100% carbon neutral

• Sourcing responsibly

Popped crisps demonstrates two new trends:

• The process does not involve frying and supports overall wellbeing.

• A great alternative for vegetarian and flexitarian consumers


Innovations in plastic-free packaging

• Refillable solutions such as Fill Refill

• Banana leaf and bamboo dishes making inroads; brown paper bags

and oiled papers to proliferate

• Expect an upsurge in biodegradable and compostable packaging.

• Source of the Earth whole wheat puffs/popped crisps in milk protein –

plastic free home compostable packaging

Cocktail hour creations

• Making a special time of day to wind down. Some consumers are

raiding their drinks cupboards and ordering new confections such as

this dessert inspired range.

• Liqueurs are up 78% as people try new cocktails at home.

• 20% have enjoyed a virtual cocktail party

• Popular buys during lockdown included

Tequila (+175%) and Kimchi (+43%)


Online gifting : show you care

• Showing family/friends that you care while being apart.

• Gifting online has significantly increased within the food/drinks

industry.

• T2 offers a range of loose teas and unique mugs with an integral

stainless-steel tea strainer, at mid range gift price.

• Consumers have more time to enjoy the ritual of tea making - one of

the go-to drinks in times of stress and needed comfort.


US review



Pandemic accelerates shift to meat substitutes

• Plant-based alternative sales jump 200% 1

• Production of plant-based protein is more automated and less reliant

on labour

• Jumps of 30% for fresh meat

• A sharp fall in meat production capacity as many facilities close or

slow down

• US plant-based meat companies sales dropped dramatically

Source:

1. FT, Nielsen


Leftover innovations

• Knox Whiskey Works is selling the hand sanitizer at a competitive

price to cover costs and plans to donate some profits. It is made of

whiskey waste.

• The Illinois Soybean Association has partnered with the Chicago

Park District to produce hand sanitizer.

• A component of hand sanitizer comes indirectly

from soybeans.


America’s shopping cart

• Meal kit sales are surging

• Restaurants are stepping into meal kits sector

• Snacks for stress-eating — potato chips and chocolate

• Worldwide surge in demand for organic and sustainable foods 2

• Fresh produce sales up

Source:

1. Ecovia Intelligence


Comfort, nostalgia and long shelf life

• Processed foods make a pandemic comeback

• Shoppers are moved by nostalgia

• Shoppers are hunting for longer shelf lives.

• Returning to old standbys like Chef Boyardee and Campbell’s soup.

• Easy-to-make meals to accommodate working parents feeding their

children.

• Relaxing with Doritos and Cheetos.

Source:

1. https://www.nytimes.com/2020/04/07/business/coronavirus-processed-foods.html

https://www.nytimes.com/2020/04/07/business/coronavirus-processed-foods.html


New beverage launches

Immunity-boosting products on the rise

Plant-based dairy alternative pops up in lattes, chocolate

bars, yogurts and more.


Oversized offerings on the rise

Restaurants and CPG manufacturers bet

on bigger with new supersized foods

Bigger is better in new supersized restaurant offerings.


Recipes for Relief sells professional chef’s recipes

This is a website where

famous chefs post

recipes for meals and

drinks.

The company works with

chefs to edit the recipes

for non-professionals


Salad Making Robots arrive to Hospitals

• Chowbotics is deploying 50 new salad

making robots to hospitals.

• Open salad bars are being removed from

cafeterias, restaurants and grocery stores

• Fresh food – Sally can make yogurt, grain

and salad bowls


Highlight your brand’s benefits

• Improving mental health

• High on vitamin C – immune health

• Solve a problem: solution to increased screen time

• Weight management

• Comfort, empathy & compassion

• You can trust us – local, nutritious, clean label

• Planet friendly


Seeds of hope during lockdownDo's and Don'ts

Do’s :

• Give messages of hope

• Send package to influencers

• Adjust your brand to fit consumers’ state of mind

• Partner with other brands

Don’ts:

• Connect your brand directly with COVID-19

• Sell directly

• Postpone R&D and innovation projects

Companies successfully reacting during the crisis



Pharmactive

• Major changes in marketing communication plan due to COVID 19

and trade show consultations

• Launching a new ingredient for Weight Management

• Launching a new ingredient for Immune Health

• Storytelling how the company copes with the crisis in Spain

• Donation of gloves and surgical masks/glasses to hospitals in Madrid

• Massive LinkedIn campaign adjusted to the changes

• Strong coverage in food & beverage media


Stepac

• Functional packaging enhances food safety and security

• Initiates news story relevant to COVID-19

• Highlights existing fresh produce packaging

• Links to relevant news from The European Organization for

Packaging and the Environment

• Successfully published in food, fresh produce, business and

packaging magazines


Yemoja

• Launched the startup globally

• Main message – How the company is changing the microalgae

landscape

• No relevance to COVID-19

Campaign results:

• High quality leads through website and LinkedIn company profile

• Utilizing a strong social media presence


What ticks the reporters’ boxes?

• A product that can solve a problem created by COVID-19

• How your product fits the “New Normal” trends

• How your company combats the COVID-19 challenges such as

food safety and supply chain

• How your company helps local communities

• How your plant copes with these challenges

Don’t be afraid to challenge the

reporters with worthy news


We are here to help

If you would like to discuss your marketing communication strategies

Don’t miss opportunities - Seize the day!

Credit – Claire Phoenix, food & beverage trends analyst and writer


Thank you.

@NutriPR_

Follow us on

https://twitter.com/NutriPR_



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