Kraft’s mac and cheese does a sneak attack, podcasts take on product placement, Barbie’s new squad models for Target, and more links that are trending this week:
When we pointed out the ways Millennials are reshaping the future of the food industry, we spoke about the importance of transparency. Young eaters have taken on a “if you can’t pronounce it, you shouldn’t eat it” mindset, and are looking for an all-natural, identifiable, short list of ingredients when it comes to their food items—inspiring a thriving new category of healthy food brands and encouraging established food companies to go back to the drawing boards for their recipes. But change can be hard, which is why one brand had to get creative to successfully launch their new spin on a classic dish. Don’t miss how Kraft sneakily altered their Mac and Cheese recipe to be free of artificial dyes and preservatives last December, and how consumers reacted (Hint: no one noticed).
This week we talked about how product placement has become more important than ever…and is changing fast. Not only are young consumers more sensitive to ads, but they are actively ignoring or avoiding them. A Ypulse survey has shown that 74% of 13-33-year-olds and 89% of 13-17-year-olds say that advertisements (e.g. commercials, billboards) usually bore them, which means brands need to get creative to reach consumers with their messages. If done right, product placement can bypass the generation’s avoidance of ads, keep them engaged, and effectively increase brand awareness. Don’t miss how the emerging medium of podcasts are now experimenting with integrating product placement into their content, in an organic way.
Earlier this year, the Mattel brand debuted the “the biggest change in Barbie’s 57-year history” with a new line of Barbie models that have diverse body types, along with new skin tones and hair textures. We’ve pointed out in a past trend report that the body positivity movement has gained serious momentum with Millennials and teens, who are broadcasting their desire to have all shapes and sizes accepted. We found that 67% of 13-33-year-olds support the movement for body acceptance and 80% of 13-33-year-old females believe fashion brands need to represent people of all shapes and sizes. Don’t miss how Target is continuing their body positive movement by asking Barbie’s new squad to model their latest swimwear line that is designed for all body types.
Last week we covered an article on the emerging revolution of sustainability in fashion. Although Millennials are driving the sustainability movement across the food industry, many are in the “pre-awareness phase” about ethical fashion. Since Millennials want to know what they put into their bodies, why wouldn’t they also want to know what goes on their bodies? One campaign is empowering and informing the generation, by encouraging them to ask brands #WhoMadeMyClothes on social platforms in a demand for more transparency from brands. Don’t miss how North Face is now collaborating with artisan farmers and small businesses on a line they call The Backyard Project—grown and sewn within the U.S.A.
Food has become status symbols for the young generation, and it’s less about dine and dashing and more about the overall experience. At the Bitten food conference, where we saw the future food trends, we learned about restaurants becoming more Instagram-friendly. One branding agency, Paperwhite Studio, reports that restaurants now see their brand is existing beyond the restaurant, being shared indefinitely online, and her firm has begun “to design restaurants with that Instagram moment in mind.” However, a new study claims its not all about the photo. Turns out those who ‘gram are more likely to enjoy eating their food as well. Don’t miss how taking a moment to appreciate delicious food, before eating, can improve the experience.