Fortune Favors the Hungry.

You’ve probably heard the expression, “Fortune favors the brave.” With its roots going back to early Greece, its meaning even then was clear: if you want to benefit, in particular in dark times or against challenging odds, then you don’t sit on the sidelines.

And these, most definitely, are dark times with challenging odds.

The expression’s been around for almost a thousand years (first dated use – 79 AD), and although there was a slight sidetrack to “Fortune favors the bold,” generally it’s been working fine in its original iteration. So why change it to “hungry”?

Because, well, this moment we’re in.

As consumers, we’re more aware than ever of what we’re putting in our mouths and bodies. We’re more aware of what’s on the shelves and in the bins, more aware of what’s listed on the labels and what it all means. In most cases, we know where our food and beverages come from. We know who made them, we know how many miles away from the store they were produced, or grown. We know a lot.

Then along comes the novel coronavirus, and it’s pantry pandemonium. It’s a shelf space shit show. It’s a kitchen catastrophe (writers love their alliterations). Stores have emptied as people are being encouraged to stay in their own houses instead of their local watering hole, their go-to business lunch place, or their white table date spot.

We’re eating at home, folks.

And in all the articles I’ve been reading about emergency preparedness for all kinds of homes, families, and kitchens, it seems that we all want to know more than what the physical benefits and ingredients are of the foods we’re selecting.

“A well-stocked kitchen is a crucial part of cooking. It’s also a crucial part of maintaining peace of mind when life gets hectic and unpredictable,” writes Michelle Stark for the Tampa Bay Times.

Jessica Yadegaran of the Pasadena Star News adds, “When the world is amiss, there’s nothing quite as satisfying as mashing near-black bananas into a recipe for warm, comforting banana bread, especially when it’s studded with those chocolate chips you keep trying not to snack on. It’s time — snack on.”

Replying to a Twitter request by journalist Julia Reinstein for how people are dealing with the virus, Gwen McIntyre penned, “You don’t just need well-balanced meals! You need Cheez-Its, peanut butter cups, popcorn, gummy bears...really whatever snacks you’ll be craving if you’re stuck inside for a while. There has never been a better time to have ingredients around to bake cookies. And if you’re out here thinking meal prep time would be a good time to get super healthy and only eat lentils, get real. These are trying times. Buy the damn candy.”

Buy the damn candy. Love it.

And then there was this one, also from Yadegaran, “Remember: This isn’t an earthquake stash. Should there be a quarantine – government or self-issued – you will likely have refrigeration, electricity, and a lot of time on your hands to nourish yourself and the ones you love.”

That one struck home. For the last year or so, as you may be aware, I drove the “Nourishing approach” at Portland Maine-based food & beverage agency Garrand Moehlenkamp, pushing and pulling and prodding and poking to ensure that it’s relevant. Topical. That it’s aligned with current trends, and that it’s something consumers want – and that, frankly, far too many food & beverage providers are lacking.

And guess what? Nourishment’s the trick. Now more than ever.

When I read those articles, and as we all experience the uncertainty and anxiety we’re all experiencing right now, what I hear is that people want to be nourished. They need to be nourished.

So, back to Fortune Favors the Hungry. Here’s where the hungry comes in.

In a recent Vox article called “Brands like Clorox, Netflix, and Campbell are benefiting from the coronavirus. Most companies aren’t.” Terry Nguyen writes, “Meanwhile, grocery stores across the country are seeing a spike in sales, and nonperishable food brands like Campbell are benefiting from the bump, as shoppers stock up on their ‘pandemic pantries.’”

And a Barron’s article from last week cites recent comments from Wells Fargo analyst John Baumgartner, who offered, “During the 2008-09 financial crisis, U.S. consumers’ spending on food at home outperformed restaurant spending. Frozen foods like pizza and potato products saw a spike in volume and prices, as well as refrigerated foods such as bacon, meat, cheese, and yogurt. For shelf-stable foods, cooking ingredients—such as sauces, baking mixes, and pasta—also sold more as consumers chose to cook at home instead of eating out.”

Fact is, certain CPG food & beverage brands will benefit from this. But the question is, will that be despite marketing activity, or as a result of it?

Perhaps unsurprisingly, given the title of the article, I’d advocate for the latter.

• For example, we know with certainty that canned tuna is one of those incredibly versatile (and delicious) products that’s present in homes across America on an average day, but in times of crisis? That’s where GM client Blue Harbor Tuna comes in. For simple meals, sustainably caught and with no preservatives, all points reinforced in the marketing we devised for them, it’s a must-have.
• Bristol Seafood’s “My Fish Dish” (yes, the same one that was named one of the top 25 most innovative products of 2019 by industry bible Seafood Source News) is as easy-to-make as it is yummy-to eat. It’s three simple steps to a delicious meal, and the website we designed for the brand also lists plenty of side dish options that are equally simple.
• Wyman’s does frozen fruit like no one else. At a time when fresh produce may sometimes be hard to get, most people will be amazed at the fact that freezing fruit (the way Wyman’s does) locks in the fresh flavor, while preserving all the health benefits. More and more people are looking at the protein and antioxidants that can be packed into a smoothie and realizing it’s a great meal.
• Coffee is such an important part of so many people’s lives, but social distancing can make a visit to your corner barista anxiety-producing. New England Coffee’s promise of quality – Count on Every Cup – means that you can get great quality coffee (we’d argue better than what the mermaid makes) at your own home. In your own cup. That hasn’t touched anyone else’s hands.
• If you’re looking for true southern comfort, look no further than the meal you can make with Louisiana Fish Fry. Don’t just drop a piece of fish, or chicken, or pork, or even a vegetable on the families’ plates – make it special with the Cajun spices and seasonings in every box and bottle and pack. You might have to stay at home, but that doesn’t mean meals have to be boring.
• And finally, if we didn’t already think that founder of Allagash Brewing Rob Tod was a little bit prescient (as one of the first to mass popularize Belgian-style beer in the US), the brewery has introduced their famous Allagash White in cans at a time when fewer people will be going to bars and more want to have their favorite off-premise brew in the comfort of their own home (and a step further, with “Allagash on the Fly” curbside pickup for those living close to the tasting room here in Portland).

All of these brands that GM works with will almost certainly benefit from the pending “homebody economy” (popularized in this Vox article by The Goods’ reporter Kaitlyn Tiffany in 2018), in large part because each goes well beyond a rational product benefit to offer their users something more important: emotional nourishment.

Because comfort, simplicity, fun, community, relief – these are all things we crave right now.

Food and beverage marketers: Is your brand brave enough, bold enough – hungry enough – to speak with your consumers in such a way that they not only know you’ll be delicious but will also demonstrate that you know they need something more than that?

Are you willing to invest accordingly?

I’d love to hear your thoughts. Feel free to comment below, DM me, or shoot me an email at mattstiker@gmail.com. Hang in there. Be well. Stay at a safe distance. Wash your hands.

And for goodness sake, buy the damn candy.

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