Do you like or like, like him?
Like was a big word in 5th grade. If you said you liked someone, it could mean that you were a couple. It could also just mean you thought they were pretty o.k. Brands on Facebook have a lot in common with those scrappy 5th grade boys from Wilson Elementary. They’ll do anything to get you to notice them. You may even like them, but how do they know if you like them, like them?
The best indicator if fans “like you, like you” (as we said back in the day), is if they interact and respond on your platforms. In other words, that boy who sits behind you pulls your pigtail, yup, that’s a “like you, like you”. Positive, negative, whatever it is, comments and interaction means that someone who’s out there really cares. As we all mature, learning to communicate those feelings just becomes natural.
Market like it Matters
Vittles has always been all about getting the “right foods” to market. So when Bill Niman approached us to work on his new BN Ranch logo and tagline, we naturally jumped at the opportunity. Yes, that’s right, the pioneer of modern meats is at it again. He’s got his own rules and isn’t letting random industry terms get in his way.
The bottom line is that Bill is all about making every bite matter. Eating less, enjoying more. He actually considers the earth, his animals and the whole dining experience. Does this make him organic? Not necessarily. Natural, probably– but he’s not too fond of that overused word. Most of all, he wants carnivorous consumers to realize that their choices make a difference. Eat like it matters–and we can all get behind that!
Forecasting Grain
After months, maybe years of hard work and dedication, Village Harvest is finally launching it’s new frozen whole grain line. Wahoo! Some say QR codes are the game changer of the times, we say think again. These whole grain mixes–that include ingredients like farro, wheatberries, red rice and quinoa–are taking the mystery out of cooking otherwise esoteric healthy foods and making them easier than boiling pasta. The big question (as with QR codes) is will consumers know what to do with them? Of course they will!
Only in this case, no apps, downloads, digital video cameras, ipads or other handheld devices are required. As long as you know how to rip open the package, pour in a bowl and press the microwave button, you’re in! Dole it out on the side of some grilled chicken, steamed veggies, or I don’t know, a hot dog if you’re so inclined. Toss these grains in a stir fry or pasta dish instead of white rice or plain ol’ pasta. The thing is, this line provides such a quick and simple way to add health and variety the average family meal that it’s a no brainer. That said, if you must download a suggestion to get you started, Village Harvest’s QR’s (quick recipes) are yours for the making.
Is Your Brand Cookin’ or What?
According to a story in Supermarket News, Supervalu’s executive Chairman of the Board recently told attendees of and International Supermarket Trade Seminar and Expo that his research shows that Gen X & Y shoppers would like to cook from scratch more, but don’t know how. His idea is that supermarkets can cash in on the trend by becoming their go-to resource for cooking skills and culinary advice.
Perhaps a few will take his advice and start working on recipes books of their own. The smart ones however, will rely on their favorite brands to do it for them. In other words, it’s a good time to be The Cooking Authority in your category. Here are three tips that will start you on your way:
Create a library of recipes that makes sense. Make sure your recipes are as strategic as any of your marketing materials. Recipes create concrete uses that consumers will come back to time and time again if they are satisfied with the results. In other words, a naturally raised antibiotic free poultry company like Kosher Valley would be wise to consider recipes that are slightly healthier than a conventional counterpart.
Generate a fool proof method of cooking your product. I’ve always thought that wheat berries and other grains would soar in popularity if people just knew how to cook with them. Consider creating collateral materials with step by step methods of cooking and storing your product that supermarkets can circulate. Of course, you are extremely familiar with your products attributes, but it’s safest to assume consumers know nothing.
Brand everything you write. Make sure you get credit for doing your homework. Have a brand that consistently stands out visually on everything you circulate so consumers know where to go when they’re hungry for more.
Good Food Styling Comes Naturally
Working on a food shoot for California Ripe Olives this week, a childhood memory crept into my head. Countless times, I’d sit with my mom while she “put her face on” before going out reveling in the possiblities with all of those bright blue eyeshadows and rosey blushes scattered around the sink. I’d beg for her to vamp it up a little…her response, “The best make-up styling makes you look naturally beautiful.” The same goes for food.
Like my mom, great food doesn’t need any work to look good in person, but under the scrutinizing lights of a photographer’s camera (or a Saturday night on the town with dad) a little styling is usually required. Starting with naturally tasty ingredients and recipes–less is more.
While there was a time when food mags and ads preferred to show a whole dinning setting with lots of flatware, plates, linens, flowers—you name it. The idea was that if food wasn’t shown with the proper utensils or in the right settings consumers would be confused. I’m not sure about you, but if I see an appealing soup in a bowl, I’m pretty sure I’ll find a way to slurp it up.
Propping simply with Emile Henry cookware and dishes, this week’s shoot was a breeze. Their clean lines and contemporary colors naturally complimented all of our recipes. In other words, they looked as naturally delicious on-camera as they are in person. (The food did it’s part to make the dishes look extra appealing as well.)
In other words, next time you’re looking to get your food camera-ready, remember what mom always said. Oh, and can you take out the trash while you’re at it?