Food or drink brands with no personality will leave a bitter taste…

26th April 2019

written by George Hughes

If your food or drink brand doesn’t have a great personality, you’ll leave a very bitter taste with your customers and will struggle to connect with the Millennials and Generation Z consumers of today… 

1600 new food and drink products are brought to market each year in the UK (LSEG). That’s a sh*t ton of choice and this abundance means consumers are incredibly discerning about the brands they buy into. In fact, Millennials are said to be the pickiest generation when it comes to food (NYPost) and yet at the same time the most impulsive buyers, with nearly 1 in 5 Millennials admitting to impulse shopping every day (Finder).

With 90% of Millennials spending time online every single day (Google) it’s never been more important for brands to be sending out the right message and connecting with audiences in the digital space. 

The proliferation of social media means that consumers have endless access to information making them a lot more culturally aware. In the last couple of years people’s attitudes to food and drink has radically changed, particularly in western countries Millennials and Generation Z have totally redefined the FMCG industry. In fact, 25% of teens aged 15-17 say they worry about staying healthy and another 49% agree that drinking soda is unhealthy (Mintel). And Millennials are far more attracted to personalisation with 77%  of them thinking that it makes a food brand more attractive (Askatest).

They aren’t just concerned with the consumption of food however, with so many Millennials spending a lot more time on social media and having their lives on display, the image and identity of the food they consume is extremely important and acts as an extension of their own personality (Kantarmedia). Now the phrase “How to Cook This” is the most searched on Youtube and on Instagram there are over 3 million posts containing the hashtag #avocado (Onebrandmagic). Incredibly 1 in 4 Millennials and Gen Z’s share images of food and search for food products online everyday (PSL) and according to a study by Maru/Matchbox, 69 percent of millennials take a photo or a video of their food before eating.

Whether you’re a restaurant, smoothie or chocolate bar, your brands identity on-and-offline is extremely important. Your consumers today are going to resonate more with the brands that seem to share their values and lifestyles, represent what they do or want to represent, are building personal connections through relatable and engaging content, and, are providing them with a more individual experience. Brands like Cadbury show us that you don’t need to be an all plant based and organic product to do this, instead you just need to connect with them, show them your brand’s personality, and resonate with them on an emotional level. Cadbury recently decided to change their brand’s personality from being loud and quirky to being a lot more family-led and down-to-earth. This was specifically to “reconnect with consumers” (The Drum), and their recent adverts have been very down-to-earth and relatable to a large UK audience of different age, gender and status.

Cadbury Inventor – Go Madbury UK

Cadbury – Mum’s Birthday

Cadbury – Coast

Creating video content can be one of the most effective ways to showcase your brand’s personality, especially online, and it’s why a lot of food and drink brands decide to create brand films. A brand film gives the audience an instant deep dive into your brand’s personality, background and story, and it gives the audience something to instantly connect and engage with, making your brand a lot more relatable. It will typically be the first thing a customer sees and will help inspire and formulate a positive first impression.

Ugly Drinks exploded onto the UK market last year with this killer brand film which encompasses their personality very well. They’re bold, they’re disruptive and they have a problem with sugar. Here’s a quote from an interview with the Founder of Ugly Drinks “Our fans love to be seen with the cans, they buy our merch from the website and they stick our stickers everywhere!” (Business Advice).

Ugly Drinks – It’s Time for the Ugly Truth

The personality of your brand is going to be what sets you aside from all the other food and drink businesses out there and it is going to be your greatest asset when building loyal customers. That’s why focusing attention on building a brand personality online through platforms like Instagram, your website and Youtube has become so important. They help you to connect with your customers, spread a message and help you to build a loyal following. Once you achieve that loyal tribe it will be a lot easier for your brand to tackle larger demographics. Brands like McDonalds have always been nailing this part of their marketing and are now providing a personality that is relatable to millions of customers. The reason it works so well for them is because they know who their customers are, they know what their customers want to see from them and they know why their customers buy their products.

In this advert by McDonalds “More in Common” we can see the way they connect with multiple demographics based on multiple personalities and this in turn showcases McDonalds as being inclusive, down-to-earth and enjoyable for everyone.

McDonalds – More in Common

Consumers today want to see the brand behind the product, they want to see your personality and they want you to speak to them as an individual. You can read our other blogs to find out how to connect with your customers online and best spread your brand’s personality through video.
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