Finger Lickin’ Good Marketing??

“It gives you wings”

“Where’s the beef?”

“Finger Lickin’ Good”

Happy Tuesday folks, wondering why am I talking about food? The food industry is a big one for marketers and the reason is quite apparent, duh, everyone loves food! So, what to do when each and every person on earth is your customer! Well, a marketing campaign can have an influence spanning generations. Ultimately, all big brands have one thing in common – They do not follow trends, they create them!

Let's look at some of the world’s most iconic food marketing campaigns and learn from them.

1. McGuigan Wines–Next Time…. Bring a McGuigan

Picking the perfect wine for any occasion is not easy. McGuigan Wines’ print ad campaign solves this problem with impeccable visuals and messaging. They play on insecurity – what will other people say about their gifts? Their ad is simple but highly effective with very few words they make a brand identity that people will remember for a very long time. People will remember the call-to-action next time they ask the question “What should we take with us to their house?”.

Take Away??Answer the question before someone can even ask it and use emotion without going too far, as this ad does perfectly. Print ads are still as effective as ever – experimenting with your marketing channels can help you to understand your audience so maybe next time you could test a print-based campaign.

2. Pepsi Pairs Perfectly with Pop Stars

If anyone knows how to leverage pop stars for their advertisements, it’s Pepsi. Ray Charles, Cindy Crawford, Michel Jackson, Beyonce, Cardi B, and so many other celebrities have been a part of making Pepsi what is it today (not including Kendal Jenner’s disastrous ad back in 2017). They play on people’s vanity, making them associate drinking Pepsi with feeling like pop stars – a simple and effective technique. They continue to use this angle to stand out from their age-old competitor, Coca-Cola.

Take Away??People always want to feel better about themselves. They want to believe that a small purchase can help them stand out from the crowd. This idea makes them more enthusiastic about the prospect of buying a product. So, for your next campaign, look for ways that you can flatter your audience and appeal to their egos.

3. Domino’s Pizza - The Official Food of JOMO

There’s nothing wrong with staying at home sometimes. That’s the message that Domino’s tried to spread with their ad campaign highlighting JOMO – the joy of missing out. Instead of going to the pub every weekend, how about having some peace at home while enjoying a Domino’s pizza?

Through this ad, Domino’s positions themselves as a source of relief – relief from the fear of missing out that is so prominent in today’s society. It was a truly refreshing and creative?ad campaign?that went against the grain.

Take Away??Don’t be scared to be creative – experimenting with something new along with “traditional” advertising has great potential. Once in a while, test these ideas and get a feel for what your target audience likes or dislikes – you never know whether they might like something you put on the shelf because it was “too creative”.

Apologies if your mouth is watering after that! There’s a lot to learn from these and the many other iconic food marketing campaigns out there.

Advertising food is tricky because of the intense competition. On the other hand, as I mentioned everyone needs food, so your target audience is almost everyone. To make your advertising efforts successful, make sure you segment your audience properly, entertain wild ideas, do something different that has never been done before, and appeal not only to taste buds but to emotions as well. And most of all, believe in your product.

Read about more food marketing campaigns on my blog.

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In this week's podcast, we have a serious discussion on social media and its effect on mental health as a marketer. We also, talk about the theory of left brain and right brain marketing.

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ABOUT ME?

I have been helping companies with their marketing from start-ups to global corporates for over 20 years and I’m also the author of 2 best-selling books in the field. Whether it’s growth, branding, performance, content marketing, SEO or many other areas, I have helped companies all over the world to deliver market-leading results. I’m also the CEO of a global marketing agency, and a regular keynote speaker, trainer, consultant and contributor to industry publications.