O.k., so I’ve never really had one of those jobs that people could define on their own. Doctor, lawyer, you know the type. Of all things though, saying you’re a recipe developer really leaves people scratching their heads. It certainly wasn’t on my high school guidance councilor’s radar.
The truth is, if you’re not in the food business, you’re likely to search for a good recipe in cookbooks, magazines and websites. In the biz, you call a recipe developer. Why? To make sure that your product is highlighted in those recipes that end up in cookbooks, magazines, websites, hangtags–anywhere a consumer might look to figure out what they’re serving for dinner. Of course, with all of these recipes inundating the media today ( and consumer generated ones on top of those) it’s difficult to tell a good recipe from a faulty one. Or is it?
Here are the top five things to look for in a well-developed recipe.
1. Does the recipe highlight your product in a way that other ingredients may not work as well? pe.
A great example of this is the basic Rice Krispie Treat recipe. Sure, you could use other cereals to make these classic bars, (and they have), but nothing is quite like that airy crunch of the original Krispie mix.
2. Is this recipe steeped in the familiar?
We are not a society of cooks or people who take lots of time to cook. If a recipe looks too strange, most will move on.
3. Does this recipe have a unique twist?
Whether it is simply the addition of your product or a spin that few people have tried before, giving your recipe an unusual flair keeps it from falling flat.
4. Is the recipe as short as it can be?
No one has time for extra work. The best recipes for the average consumer have minimal prep work and simple, fresh ingredients that do not require numerous herbs, spices and sauces for added flavor.
5. Does the recipe require the consumer to spend more than 30 minutes in the kitchen to prepare?
Sure, there are enthusiasts that spend days in the kitchen perfecting dinner, but most of us(even people like me who love to eat) have a 30 minute limit. This does not include passive cooking time like roasting or simmering. The best bet is to set active prep times to 30 minutes, so people will be sure to use your recipes over and over again.
I’m curious where other people to go to find reliable recipes. Feel free to fill me in.
Sporting a hand held and some admiration for wasabi peas and “apples packed in fours”, one random consumer has just launched a marketing campaign for TJ’s that won’t cost them a dime. A brilliant, low budget ad called “If I made a commercial for Trader Joe’s” is all over the place and people are loving it.
The truths embedded in these remarks are not only right-on, but they are much edgier than anything most traditional agencies would approve…In other words, funnier. So what’s a marketing agency to do? I say eat it up.
TJ’s was perfectly poised for this type of attention because of it’s quirky corporate identity. It’s just plain funny that they carry aged gouda for months, then when you start to rely on it, out of the blue it’s vanished–like it never existed. Is this a good thing? Not exactly, but they are not afraid doing it, because that’s who they are. It’s their identity. For better or worse–they own it. (Also you’ll probably end up liking the Fromage D’affinoise that replaces it on the shelf.)
The point is what makes any marketing, particularly the viral kind, catchy is the ability for consumers to relate to it. This video is brilliant because it focuses on all things TJ’s that, combined, make it our favorite place to shop. This could not have been done with a company ever struggling to find its point of view (Safeway take heed). TJ’s shoppers are members of a tribe, they are in the know and they know who they are. Now, can you say the same thing for yourself?
Green living used to be for Indian print skirt wearing, woven basket carrying, farmer’s market shopping wealthy ex-hippies…and a few others. Now, everyone’s doing it. The good news is, it’s still totally cool.
Coinciding with the downturn of the economy, it seems that consumers are continuing to realize how their purchasing behaviors not only affect their wallets, but the world around them. According to an article in The Gourmet Retailer, Packaged Facts recently published their fifth edition of “Food Flavors and Ingredients Outlook” which claims that health and wellness and environmental consciousness are two of the top factors beyond the economy, influencing foodservice and retail markets this year.
How can you conscientiously cash in? Do something for the environment and let the whole world in on it. Tropicana is running a promotion this entire year that is doing just that. In concert with their new packaging (comments anyone?), the big O.J. co. is offering to give consumer the opportunity to save the rainforest 100 square feet at a time with every purchase.
What I like about this promo is that it is real NEWS.
1. Even if the consumer does not take action, they get the message that Tropicana is interested in cleaning up our environment. NICE.
2. The call to action is simply entering basic information along with a purchase code into your home computer to initiate this good deed. No messy lids, box tops, postage. EASY.
3. Consumers are driven to Tropicana’s website where they can learn more about Tropicana’s efforts and become even bigger fans. WEB-BASED.
4. After the initial transaction, additional purchases rack up more “saved land” with a click. It is easy to see how this could become a competition, both internal and external, and create a viral fan base. STICKY.
As far as I’m concerned, if consumers are going to play around with the environment, everyone should get in the game.