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

1st August 2017

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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With Christmas now a distant memory and January finally over, food and drink brands need to be focusing on what their next marketing campaigns will be, and there are many events and public holidays coming up this Spring that food and drink brands can take advantage of. The beginning of 2019 saw a tremendous growth in the participation of Veganuary and Dry January which both increased by almost a third from last year. So it’s no surprise that it was a hugely popular time for marketing teams of food and drink brands across the UK. So with Spring upon us, what special days are coming up that scream for food and drink video content?

 

There are a lot of great dates coming up, like St Patrick’s day,  Easter, and the period building up to easter like Pancake day and Mother’s day. But, it doesn’t just have to be national holidays that inform your video marketing choices, it can also be the changing seasons and the weather.

 

Walkers did a mini video on Youtube called “Walkers does Spring” with the slogan “Our crisps are hard to bleat this spring.” This type of video is easy to make and easy to market across all online platforms.

 

Arla created this GIF on Facebook titled “It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days?”

It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days? #Arla

Posted by Arla on Tuesday, 20 March 2018

 

Creating video content focused on a specific day of the calendar year can be a great way to gain positive exposure for your brand. Especially if you run them as video advertisements on social media and target audiences that are engaging with similar content.

 

Hellmans did a short and simple recipe video for pancake day last year which they marketed via Facebook. The mayonnaise is barely used or referenced but it is branded and you can tell that it’s a Hellmans video.

 

Towering Japanese Fluffy Pancakes; served with crème fraîche, crispy bacon and lashings of maple syrup.

Posted by Hellmann's on Thursday, 8 February 2018

 

Waitrose created a recipe video on Facebook that shows pancakes being made three ways. It’s a really simple video that has no reference to Waitrose products or services but it’s engaging, relevant and entertaining, so their audience can take something positive away from it, which overall adds value to Waitrose.

 

Enjoy these delicious topping ideas for Pancake Day! Which one is your favourite; mango mojito, maple butter and crispy pancetta or chocolate, banana and hazelnut?Read the recipe: http://bit.ly/2EyGZB1

Posted by Waitrose & Partners on Monday, 12 February 2018

 

Marks and Spencer held a flower arrangement event last year for Mothers Day which they filmed and uploaded onto their Youtube channel.

 

 

Easter is perhaps the best Spring holiday for food or drink brands to take advantage of, because it spreads a positive message, is widely celebrated and, is typically a happy, warm and colourful time of the year. Similar to the Waitrose recipe video you can create Easter related recipe videos like this one by Lurpak.

 

Roasted until golden and crispy, Whole Roasted Sea Bream is not your ordinary lunch. Recipe: http://bit.ly/2GjX24j #SeizeTheLongWeekend

Posted by Lurpak on Friday, 16 March 2018

 

Or like Marks and Spencer you could hold an Easter related event with either your company or customers like an exclusive easter snack hunt. Film the event and share it with your customers and audiences online to spread a positive and fun message about your brand.

 

Your videos don’t have to have such a strong reference to holidays or events, it can be as simple as adding the colour yellow or having some daffodils and tulips in the video. Typically, the audience will build their own connection to the event as long as you give them a nudge in the right direction.

 

Asda created this video advert last year for Easter as part of their “Meal Under £2.50 a Head” (which is a series of videos they run on Youtube). During the video there is no actual reference or connection to Easter except for the dancing daffodil in the middle of the table. Yet the video is effective at capturing people’s attention when thinking about Easter.

 

There are a lot of great videos food and drink brands can be making this Spring season. Using an event like Pancake Day, Easter or Mother’s Day to aid your monthly marketing campaigns is simple, effective and hugely rewarding. It’s one of the fastest ways to drive organic engagement to your brand, get great return on investments and reach wider audiences during an exciting and busy period. Have a think about the types of videos you could make and what your audience would like to see from your brand this Spring.

 

In today’s digital world, brands can now reach their customers with dozens of touch points from Google and Youtube to Facebook and Instagram. But there’s also a problem; with the proliferation of digital marketing, people are starting to become desensitised to online adverts – they’ve learnt how to tune out the digital ad noise.

 

As we move into the next decade of the 21st century, brands will have to work far harder to connect with their “audiences”. Conventional advertising won’t be enough. They will need to create educational, entertaining or informative content that puts their “audience-first” – putting the customer’s needs before the brand. Not only will this help them to compete for their customer’s attention, but it will also enable them to create a more meaningful relationship with their customers.

 

For consumers, this “Audience-First” video content will compete for their attention with TV programming and other forms of entertainment. The only difference is that the video content they love to watch online, will be powered by brands. For the Brands, the video content they provide will enable them to create a connection to their market and loyalty beyond anything they had experienced before.

 

A lot of major brands like Volvo, Patagonia and Red Bull already have Youtube channels dedicated to audience-first content. These include informative series about interesting people, places or topics that they know their audience will enjoy watching. Volvo run a documentary series called “Human Made Stories” looking at amazing people doing incredible things. Red Bull’s focus is on extreme sports; people snowboarding, mountain biking or surfing, where the only mention of Red Bull is a logo in the corner. And Patagonia do a series called  “Workwear” looking at craftspeople and workers doing interesting jobs. It’s not heavily branded and it’s video content that normal people love to watch.

 

So how do you get started with audience-first video content and how can you incorporate it into your own marketing strategy?

 

It’s firstly important to understand your demographic – their interests, their dislikes, their habits and their activities. You need to understand what sort of video content will resonate with them. It’s clear that a 25-year-old women in London may not enjoy watching the same content as a 50-year-old man in Leeds, unless they both share similar interests and passions. Once you’ve found a common thread to your customers, try to come up with ideas for video content that will resonate with them.

 

Social media platforms offer great tools to connect with customers and find out what they are interested by. Using Instagram stories you can directly ask your audience questions. By using “polls” or “ask me anything” tools, you can find out first hand what your audiences are interested in. So if you want inspiration for your first Youtube series then post the question on Instagram.

 

Audience-first content doesn’t have to be a massive production of documentaries or nation engaging stunts. It just has to be content that is made for your audience, whether that’s “how to videos”, interviews with experts, or recipe videos. At its core, Audience-first content should not be too heavily branded or advertorial. You need to make your audience forget there is any kind of branded message.

 

For more information on Audience-First content please feel free to give us a call or drop us an email. We always encourage our clients to explore audience-first content as we see this as the future focus for brands.

 

 

As we discovered in our previous blog post , there’s no ignoring the power of video content to transform business marketing. With statistics showing that adding video to your website landing page increases conversions by a whopping 80% (Invisia) and that embedding video in enewsletters increases click through rates by over 200% (Hubspot), video is now the undisputed leader of content marketing formats. And it’s not just the big brands exploiting this power. Advances in digital technology have made video marketing accessible and affordable for even the smallest of businesses and start-ups. Even so – making the decision to use video content in the marketing mix can initially be a little daunting for small business owners. Perhaps it seems like it must be a complex, time consuming or expensive exercise – so how do you go about taking those first steps into potentially commissioning a video, and how does the process work?

 

Here are our top tips for a smooth video commissioning experience:

 

1. Assess your business objectives and desired outcomes

You know you want a video because it’s the most effective form of content for marketing – but what do you want to achieve with it? Are you trying to educate, raise awareness of your knowledge and credentials, tell your brand story, or sell something? Have a clear objective and make sure you and other stakeholders in the business are on the same page about your goals.

 

2. Prepare a brief

Be as detailed as you can so that the video production company can get a full picture of what you require. Putting the time in to give full information at this stage will save time later in the process. Include the following:

 

– Your business objectives.

 

– A detailed description of your audience – demographic, location etc.

 

– The core message you want to communicate through the video.

 

– Your ideas for the ‘treatment’. How do you want the video to look or feel? Do you have any examples of pieces you have seen that might help convey this?

 

– The elements you hope to include in the video. For example, do you want voiceover? Interviews with you or your customers? Shots of your product or service? Actors? Animation or motion graphics?

 

– The platforms where your video will be shown. Is it for your website, a trade conference, social media advertising or all three?

 

– Your Call To Action – what do you want your audience to do after seeing this video? Are they getting the right information to be able to do it easily?

 

– An idea of your budget. It’s worth giving a rough idea of what you might be able to spend as this will inform the production company’s proposal. You’ll often be surprised at how much you can get for your money. Think of the Video production company using the analogy of an Architect. A builder can construct you a ‘generic’ house, but you need an Architect to design and build you the ‘specific’ house that meets your specific needs. The video production company performs that role for your corporate video. Your budget is paying for the expertise that brings all the complex elements together to produce the right video to communicate your specific business message.

 

– Your schedule and delivery deadlines. Does your video need to be ready for a trade show or the launch of a new website? Make sure you factor in enough time for the production process.

 

3. Approach video production companies

Ask for recommendations from colleagues and friends, search locally or look on Social Media. Have a look at case studies of their previous jobs. Some video production companies specialise in certain industries or certain types of video. Some video companies (like our very own Small Films) offer marketing strategy as well as production so bear this in mind when looking for the right fit for your business. Brief two or three companies so that you can compare proposals, but don’t just compare prices. There is a delicate balance to be struck between experience and expertise against cost – a very cheap video is probably not going to be professional enough for your business requirements.

 

4. Review proposals

Your selected video production companies will come back to you with detailed proposals based on your brief. They will have an overall creative idea or angle, (with examples to help you visualise), budget expectations for different options and a schedule. You can then choose the best fit for your business, budget and objectives.

 

5. Planning process

Once they have the green light, your video production company will give you a detailed production plan and schedule, including consultation meetings and reviews of progress. They will begin work on a script or storyboard for the video and start planning for the shoot. They will carry out location research and venue booking, props finding, acting or voice over casting where necessary – as well as all technical aspects of the filming. They will undertake rehearsals or run-throughs where necessary and will keep you involved and consulted throughout the planning process.

 

6. The shoot

The production company will organise everything on shoot day (or days) and will have all the necessary filming, lighting and sound equipment in place. If the filming is taking place at your business location and requiring members of your staff, they will try to minimise the disruption by shooting at quiet times or out or hours if possible with a schedule to make sure that people aren’t kept hanging around.

 

7. Post production and delivery

After the shoot, the video production company will edit the footage to produce a rough cut of the video. You are provided opportunities to give your input through the editing process and after tweaks and amendments have been made, a final cut will be produced. The video will then be formatted and duplicated correctly for the platforms required, within the agreed schedule.

 

If you’d like more information about commissioning video or a chat about potential video projects, contact us here.

 

Small Films are video content specialists. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign

1. CREATE A STORY

Humans are natural storytellers and have been doing it since the dawn of man. Videos are no different and the best way to engage your audience is with a compelling story. Divide your video into 3 acts – beginning, middle, end, then create your narrative. You might simply introduce your product / service and the problem you are trying to solve, set out arguments for why it works and then finish with a conclusion. Or you can create a more personalised story featuring you and your team, a customer / beneficiary of your service or a particular project. Enjoyment of video ads increases purchase intent by 97% so make sure it isn’t boring.

 

2. KEEP IT SHORT

The human attention span is just 8 seconds. That’s less than a goldfish. So keeping your video as short as possible is incredibly important. Very few online marketing videos can go over 2 minutes and still retain their audience. Consider this, you have 10 seconds to grab the viewers attention and 20% of viewers will click away in that time. If you can hold on to them for that long, a third will stop watching after 30 seconds and nearly half after 1 minute. If you do want to make a longer video then make sure you have an incredibly engaging story.

 

3. START STRONG

78% of people watch online videos every week and we’ve become very discerning consumers. We make split second judgements about what to watch and what not to watch. Make sure the start of your video is as powerful as it can be, even down to the first few frames. This is the equivalent of your product packaging and will make you stand out on a shelf full of other videos. Those first few seconds are critical if you want to engage the viewer and convince them to watch through to the end.

 

4. USE GRAPHICS

60% of Youtube watch time is now from mobile devices. The same trend applies to Facebook, Twitter and other platforms. That means most people are watching with the sound off. Think about that… All those people will not hear a single thing you are saying in your video. Graphics are a great way to combat this. Apart from adding higher production value and looking great, you can use them to create a video that works with or without sound. Consider text on screen with key buzzwords from your overall message, labels pointing to elements that are of interest and call’s to action that ask consumers to act on what they see.

 

5. KEEP IT SIMPLE

The best videos have a simple premise and a simple story. Don’t overcomplicate things by adding in too much detail or trying to tick too many boxes. If the consumer has difficulty in understanding your message then they will switch off. Decide the most important, core message of your video and stick to it. For example, if you are selling a product but also want a video to show to investors then make two videos rather than trying to cram it all into one. If you do that, it will be a mess.

 

1. CREATE A STORY

Humans are natural storytellers and have been doing it since the dawn of man. Videos are no different and the best way to engage your audience is with a compelling story. Divide your video into 3 acts – beginning, middle, end, then create your narrative. You might simply introduce your product / service and the problem you are trying to solve, set out arguments for why it works and then finish with a conclusion. Or you can create a more personalised story featuring you and your team, a customer / beneficiary of your service or a particular project. Enjoyment of video ads increases purchase intent by 97% so make sure it isn’t boring.

 

2. KEEP IT SHORT

The human attention span is just 8 seconds. That’s less than a goldfish. So keeping your video as short as possible is incredibly important. Very few online marketing videos can go over 2 minutes and still retain their audience. Consider this, you have 10 seconds to grab the viewers attention and 20% of viewers will click away in that time. If you can hold on to them for that long, a third will stop watching after 30 seconds and nearly half after 1 minute. If you do want to make a longer video then make sure you have an incredibly engaging story.

 

3. START STRONG

78% of people watch online videos every week and we’ve become very discerning consumers. We make split second judgements about what to watch and what not to watch. Make sure the start of your video is as powerful as it can be, even down to the first few frames. This is the equivalent of your product packaging and will make you stand out on a shelf full of other videos. Those first few seconds are critical if you want to engage the viewer and convince them to watch through to the end.

 

4. USE GRAPHICS

60% of Youtube watch time is now from mobile devices. The same trend applies to Facebook, Twitter and other platforms. That means most people are watching with the sound off. Think about that… All those people will not hear a single thing you are saying in your video. Graphics are a great way to combat this. Apart from adding higher production value and looking great, you can use them to create a video that works with or without sound. Consider text on screen with key buzzwords from your overall message, labels pointing to elements that are of interest and call’s to action that ask consumers to act on what they see.

 

5. KEEP IT SIMPLE

The best videos have a simple premise and a simple story. Don’t overcomplicate things by adding in too much detail or trying to tick too many boxes. If the consumer has difficulty in understanding your message then they will switch off. Decide the most important, core message of your video and stick to it. For example, if you are selling a product but also want a video to show to investors then make two videos rather than trying to cram it all into one. If you do that, it will be a mess.

 

1. CREATE A STORY

Humans are natural storytellers and have been doing it since the dawn of man. Videos are no different and the best way to engage your audience is with a compelling story. Divide your video into 3 acts – beginning, middle, end, then create your narrative. You might simply introduce your product / service and the problem you are trying to solve, set out arguments for why it works and then finish with a conclusion. Or you can create a more personalised story featuring you and your team, a customer / beneficiary of your service or a particular project. Enjoyment of video ads increases purchase intent by 97% so make sure it isn’t boring.

 

2. KEEP IT SHORT

The human attention span is just 8 seconds. That’s less than a goldfish. So keeping your video as short as possible is incredibly important. Very few online marketing videos can go over 2 minutes and still retain their audience. Consider this, you have 10 seconds to grab the viewers attention and 20% of viewers will click away in that time. If you can hold on to them for that long, a third will stop watching after 30 seconds and nearly half after 1 minute. If you do want to make a longer video then make sure you have an incredibly engaging story.

 

3. START STRONG

78% of people watch online videos every week and we’ve become very discerning consumers. We make split second judgements about what to watch and what not to watch. Make sure the start of your video is as powerful as it can be, even down to the first few frames. This is the equivalent of your product packaging and will make you stand out on a shelf full of other videos. Those first few seconds are critical if you want to engage the viewer and convince them to watch through to the end.

 

4. USE GRAPHICS

60% of Youtube watch time is now from mobile devices. The same trend applies to Facebook, Twitter and other platforms. That means most people are watching with the sound off. Think about that… All those people will not hear a single thing you are saying in your video. Graphics are a great way to combat this. Apart from adding higher production value and looking great, you can use them to create a video that works with or without sound. Consider text on screen with key buzzwords from your overall message, labels pointing to elements that are of interest and call’s to action that ask consumers to act on what they see.

 

5. KEEP IT SIMPLE

The best videos have a simple premise and a simple story. Don’t overcomplicate things by adding in too much detail or trying to tick too many boxes. If the consumer has difficulty in understanding your message then they will switch off. Decide the most important, core message of your video and stick to it. For example, if you are selling a product but also want a video to show to investors then make two videos rather than trying to cram it all into one. If you do that, it will be a mess.

 

1. CREATE A STORY

Humans are natural storytellers and have been doing it since the dawn of man. Videos are no different and the best way to engage your audience is with a compelling story. Divide your video into 3 acts – beginning, middle, end, then create your narrative. You might simply introduce your product / service and the problem you are trying to solve, set out arguments for why it works and then finish with a conclusion. Or you can create a more personalised story featuring you and your team, a customer / beneficiary of your service or a particular project. Enjoyment of video ads increases purchase intent by 97% so make sure it isn’t boring.

 

2. KEEP IT SHORT

The human attention span is just 8 seconds. That’s less than a goldfish. So keeping your video as short as possible is incredibly important. Very few online marketing videos can go over 2 minutes and still retain their audience. Consider this, you have 10 seconds to grab the viewers attention and 20% of viewers will click away in that time. If you can hold on to them for that long, a third will stop watching after 30 seconds and nearly half after 1 minute. If you do want to make a longer video then make sure you have an incredibly engaging story.

 

3. START STRONG

78% of people watch online videos every week and we’ve become very discerning consumers. We make split second judgements about what to watch and what not to watch. Make sure the start of your video is as powerful as it can be, even down to the first few frames. This is the equivalent of your product packaging and will make you stand out on a shelf full of other videos. Those first few seconds are critical if you want to engage the viewer and convince them to watch through to the end.

 

4. USE GRAPHICS

60% of Youtube watch time is now from mobile devices. The same trend applies to Facebook, Twitter and other platforms. That means most people are watching with the sound off. Think about that… All those people will not hear a single thing you are saying in your video. Graphics are a great way to combat this. Apart from adding higher production value and looking great, you can use them to create a video that works with or without sound. Consider text on screen with key buzzwords from your overall message, labels pointing to elements that are of interest and call’s to action that ask consumers to act on what they see.

 

5. KEEP IT SIMPLE

The best videos have a simple premise and a simple story. Don’t overcomplicate things by adding in too much detail or trying to tick too many boxes. If the consumer has difficulty in understanding your message then they will switch off. Decide the most important, core message of your video and stick to it. For example, if you are selling a product but also want a video to show to investors then make two videos rather than trying to cram it all into one. If you do that, it will be a mess.

 

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