[ad_1]
A new year means resolutions on healthier living and eating. Marketers for health food brands such as Caulipower, Deux and Future Farm are working to join the consumer push for healthier diets this year.
So while their New Year’s resolutions are still fresh, they’re leaning toward on-the-go and digital efforts to stay in the back of their minds and build brand awareness.
“January is a really seasonal time,” says Sabeena Ladha, founder of consumer-facing vegan and gluten-free cookie brand Deux, why brands are doing OOH advertising in January. “As a brand that offers healthy snacks, we believe many people can get through the day without sacrificing us. It makes the most sense for us.”
Deux is one health food brand looking to raise awareness and capitalize on the buzz around New Year’s resolutions in January. For example, food company Caulipower, which offers veggie-focused alternatives such as cauliflower pizza, cauliflower tortillas and chicken tenders, aims to raise consumer awareness, increase customer loyalty and drive point-of-purchase conversions in stores with targeted marketing strategies.
According to founder Gail Becker, the brand spends $2 million on media to be prominent. As part of the effort, Caulipower launched streaming ads earlier this month, using targeted digital advertising, retailer-specific shopper marketing, and in-store signage in its 5,000 stores across the country to cater to all dietary lifestyles. It highlights the corresponding product line.
“We spent nearly 50% of our campaign budget on targeted CTV and digital advertising to build mass awareness and drive new and compelling consumer consideration,” said Becker. “About 35% of our spend is spent on retailer-specific shopper marketing programs and in-store coupons to drive conversions directly at point of purchase.”
Caulipower aimed to bring the campaign to life on social media by sharing ad spots on Facebook, Instagram, and TikTok, using a variety of content that felt authentic to the platform. “During the first quarter, all kinds of content will be shared on his Caulipower channel, from recipes to funny memes and even giveaways,” he said.
Caulipower’s new campaign shows the growing demand for healthier food choices. With the holidays over, consumers are looking to make healthier choices for the new year.
Brian Black, Founder and Chief Creative Officer of creative agency Mr Black, said:
Meanwhile, overseas in the UK, Future Farm, a Brazilian-founded plant-based protein brand that launched in 2019, has taken advantage of the ongoing feud between Prince Harry and Prince William to take advantage of the Veganuary We create digital billboards that stand out in the world. Consumers are encouraged to consume more plant-based protein during January.
The purpose of Future Farm’s advertising is to promote earned media coverage and get people talking and paying attention to Future Farm in new ways. With Brand jumping on the royal sibling feud, Future his farm was featured in an article about Prince Harry’s interview with a national newspaper. As a result, the brand appeared outside the usual food and product pages on the national news page.
Future Farm UK Brand Manager Jimmy Mechanic said: He added that the brand’s billboard, which makes fun of the royal feud, not only helps draw people’s attention to the brand, but also gives Future Farm a chance to showcase its brand’s personality.
Ariadna Navarro, chief strategy and growth officer at brand agency VSA Partners, said brands are joining the conversation about their commitment to wellness by advertising early in the year, helping consumers change their lives. “The beginning of the year is a time of renewal for many people, and it comes from a period of reflection where we think about past goals and achievements and start the year with new goals and aspirations.” said Navarro. “Showing up early will also position you as a partner on their journey, rather than a guilty conscience later.”
Brands such as Deux, Caulipower and Future Farm are ramping up their marketing efforts for the new year, but not necessarily with the aim of completely changing people’s habits, and while people are contemplating change. It aims to raise awareness of
For example, Future Farm wants to work on Veganuary. Just as Tito’s Handmade Vodka recently capitalized on the Dry January cultural phenomenon.
“Veganualy is the most important time for Future Farm as a brand and we want to make it bigger every year,” said Mechanic. “For us, it’s not just about pushing people toward a fully vegan lifestyle, but also using this opportunity to encourage people to think about experimenting with alternative meats and flexitarianism.”
There are several factors that influence people’s decision on health-related New Year’s resolutions in January, and many of those factors are related to inspiration, ideas, and happiness. As a result, health brands typically see a surge in demand in his January due to high interest in health and wellness, according to a study conducted by McKinsey & Company.
Olga Andrienko, Vice President of Brand Marketing at Semrush, an online visibility management software-as-a-service platform, said: “These tactics tell the audience that the product is about them, show that the company speaks their language and has a sense of humor.”
[ad_2]
Source link
