Summer Marketing Ideas for Food and Drinks Brands

7th May 2019

written by George Hughes

Summer is a really important time for many FMCG brands – it’s a happy time filled with a lot of fun and excitement, good weather, holidays and late night sunsets, and is therefore a massive selling point for both businesses and consumers. Some brands depend solely on their summer campaigns and will spend the whole year working towards the months of July, August and September, where they release new products, run promotions and do big advertising online and out of home. For food and drink brands especially summer is a massive highlight of the year, it’s when all of the big food shows roll around like Taste and Lunch, and when consumers are more eager to be out and about, which unsurprisingly means they eat on-the-go a lot more. In fact, consumers are prepared to spend more on things like food in the summer because they spend more time outside and last year we saw a 5% rise in consumer spending during the summer holidays (Barclays). Because of that, the months of “summer”  are some of the best times to be making video content and getting your brand as much attention and exposure as you possibly can, so that when your customers are out and about, they will spend their extra cash on your products. 

 

Digital marketing during the summer can be very loud, fun and exciting, and your content can be as colourful and summery as you like. Using a season to help promote your brand is an easy and effective way at engaging customers and reaching new audiences And making video is an even better strategy as it can be cheaper, more versatile and a lot more engaging. Consumers already prefer watching video to static imagery and text and during seasons of fun like the summer holidays they are even more receptive to adverts that reflect the positive and happy vibes they are trying to achieve during the summer months. Here are some examples of videos your food or drink brand can make this summer…

 

Social Media Videos

You can go really basic with Instagram video ads like this one from Costa Coffee – Iced Coffee Range. 

Really simple but yet very engaging; they’ve made the coffee and the foam look like the ocean and placed it in front of a blue “sky” background. It’s eye catching because it looks like the beach and reminds you of summer holidays, vacations and calming times spent looking at blue skies  It instantly gives you a positive feeling.

These Instagram videos from Holland and Barrett work well at promoting products using a happy and summery vibe.

 

Summer Campaign Video

The great thing about a summer campaign is that they can be as extravagant or as simple as you like. They can range from a massive stunt in Waterloo Station, to a pop up shop on Oxford Street, to a simple out of home billboard or online advertisement. Either way if your food or drink brand has anything planned this summer you’d be a fool not to film it. If you’re attending an event then you should film it, if you’re handing out samples then you should film it. Even if you’re going on a work outing to the Zoo, you should film it! We did a summer campaign video last month for UpBeat Drinks for the launch of their new juicy protein water products and to promote their new re-brand. The video was a 22 second social media advert and a 6 second cut down version for YouTube pre-roll as well as a 15 second version for out of home digital display.

 

 

Filming your street sampling is one of the quickest, easiest and most effective ways at getting great customer feedback, market research and providing audiences with a first hand, genuine account of what people think of your product! We created this video for Emily Crisps last year to promote their Whole Foods front window display on Kensington High Street! 

 

 

Promotional videos

Promotional videos are a really effective way at targeting and engaging consumers and work really well across all forms of social media and online advertising. These can be as short as 6 seconds and can advertise your products online to target audiences that you really want to market to. They can be short and snappy and therefore really eye catching, like this promotional advert by McDonalds which is promoting their iced coffee range.

 

 

It’s striking and definitely takes you into a summer hypnotism. Really cheaply, you could film your cold drink bottles close up with water slipping down the side – its eye catching and reminds you of summer – great for an instagram video.

 

Video adverts

So, Boot’s isn’t exactly a food and drink brand but they do stock and promote a lot of food and drink products. This advert they’ve recently released called “Summer” created by marketing agency Ogilvy is a great example of the types of promotional video adverts you could make online. Whilst this had significant budget behind it, you can still take aspects of this video advert and utilise in your own video marketing on a much smaller budget. This is a montage of a child’s summer experience, from the school summer dresses to watering the plants in the garden. A food and drink brand could make short video content for online advertising that shows a child in the garden playing with water and mum calls them in for a snack. Or, people in a park playing frisbee and reaching for your product.

 

 

Event videos

If you are exhibiting at an event this summer then 100% make sure to film it and make sure to create some promotional content around it. Exhibitions are the perfect place to get video content for your social media pages, online advertising and even for your brand film, because you have first hand footage of consumers sampling and trying your products. Event videos make great case studies and customer testimonials. Don’t be afraid to ask the visitors what they think of your product and film their reactions. It’s great to show your audience that you are out there, attending events, making the most of your summer and keeping them in the loop. Event videos work well at developing your brand identity and personality. You can live stream these events, take videos for your instagram and facebook story or you can get a professional to film it and get interviews.

 

Be creative this summer with video and get your brand out there, show off your fun personality and engage with as many audiences and customers as you can. Summer is a huge promotional attraction to any brand, influencer and consumer, so regardless of the budget just make sure you’ve got a lot of summer related posts and videos going up onto socials, through your stories and feeds. This way you can effectively stay at the front of people’s minds and slot into their news feeds with relevant content.

 

 

A brand that is dominating the world of  content marketing right now is the notorious Nike Inc; the world’s largest athletic footwear and clothing brand. Over 55 years, Nike is risen to become a shining example of a brand that has it all; market share, $34 billion yearly revenue, contracts with world renowned sportsmen, factories in over 40 countries and selling worldwide in over 170. Nike is doing phenomenally well and shows no sign of slowing down.  Competition is fierce in this space, with brands like Adidas, Puma and New Balance all taking their slice of the market however, something about Nike and its strategy has placed them at the top of the playing field and has kept them from being overtaken or outshined. So what is it that makes Nike different?

 

Founded in Oregon in 1964 by young entrepreneur Phil Knight, Nike started off as a reseller of Japanese running shoes selling to well known sports brands across the US. Knight wrote a paper before the inception of Nike called “Can Japanese Sports Shoes Do to German Sports Shoes What Japanese Cameras Did to German Cameras?” After that Knight went on to create the company Blue Ribbon Sports, which we now know today as Nike Inc. Hard work, luck and determination were not the only forces that turned Nike into a world leading manufacturer of sportswear but also a superb and unique marketing strategy, one that encouraged people to think differently about athletic footwear and oozed the “Just Do It” mentality.

 

Nike has been a brand that always challenges the boundaries of sport, sportswear and athletic principles. So much so that today Nike is worn and bought by billions of people around the world who aren’t even interested in sports. They decided early on that their products would be constantly redesigned and reimagined with their customers in mind, pushing the traditional running shoes as far as they could using crazy inventions like waffle machines to design the soles. Very soon Nike became less about the shoes and more about fitness. They didn’t want to sell you a shoe but instead a mantra of being fit, active and staying healthy. Their shoes were sold as a way to stay in shape but the fact that they were comfy to run in and more stylish to look at was a bonus. Nike very quickly became the fitness brand selling a way of life, an image, a feeling and a lifestyle – their customers and audience then became the most important thing to the business.

 

So, in the 21st century what is it that Nike offers us that makes them so irresistible? To reach their new, digitally savvy audience, Nike put a lot of attention into their content creation, focusing on their social media channels and video production. Through their brilliant use of advertising Nike offers all generations, gender and races across the world this feeling of empowerment and energy. Their marketing strategy is to empower people through uplifting videos, advertisements that ooze culture, social freedom and restraints, fashion trends, lifestyle trends, opinions, messages and love. They test the limits of our personality by being so in tune with the world and providing their customers with a release, a safe place and the feeling that they are not alone. They now produce regular video content that speaks effortlessly to their customers through strong, moving and engaging storytelling. 

“Walk With Love” – Represent Love

 

Nike BETRUE – Nobody Wins Alone

 

“MILES” Joan Benoit Samuelson

 

For a long time now Nike has slowly started to reduce the production of TV adverts and instead focus on video content for their YouTube channel. Understanding that marketing in the digital age is changing, Nike decided that the quickest and most effective way to reach their audiences and customers with detailed, meaningful and relevant content was through online video. They dropped their TV and print advertising spend by 40% between 2010 and 2012 – but increased their overall marketing budget to $2.4 billion in 2012 (Fortune). This marketing strategy in itself shows that Nike as a brand that follows the people, listens to trends and adapts instantly to the changes in culture. TV advertising spend dropped substantially in the last few years because traditional TV viewing has also massively declined. Instead, video streaming and viewing has become a lot more selective, personal and intimate, and because of online streaming it has become hugely accessible and people prefer to binge watch shows at their leisure. YouTube is the second most used site after google (Alexa) and users view more than 1 billion hours of videos each day (YouTube).

 

Nike speak to their audiences on their terms. They provide customers with personalisation, the ability to design their own shoes, content to watch that reflects their attitudes, opinions and lifestyles, not to mention the endless creation of new styles, clothes and shoes that constantly hit our high streets and allow its customers to always feel original and stay excited and passionate about Nike. What is their marketing strategy? It’s to give the people what they want with the utmost time, attention to detail and uncompromising quality whether that’s clothes, experiences or content. 

As recently as 5 years ago, the vast majority of us would have tuned into our favourite show via our TV sets… at home… probably on the sofa. Today, the picture is very different. Almost half of adults aged 22 to 45 are not watching content on traditional TV platforms (AdAge) and 64.8 million people born between 1981 and 1996 will watch streaming videos or downloaded videos on a device at least once a month (Forbes). TV as we know is dead. Long live online streaming! Of course, TV isn’t actually dead. But the way we consume it has changed forever. Many people will still flick the TV on to catch their favourite series as it is released whether that’s X Factor or Silent Witness, but for most of us, on-demand has replaced live viewing as our preferred method of consuming any type of television content. And for Millennials and Generation Z who have come of age in a digital world,  BBC and ITV are increasingly shunned in favour of subscription based services like Netflix or Amazon or user generated content sites like Youtube. 

 

The writing has been on the wall for analogue TV for at least 2 decades and when the analogue signal was switched off in 2017 forcing every individual to access television via a digital box, it wasn’t a great surprise to the industry. The emergence of super-fast broadband that removed the need to have a sky dish or cable TV to access more than 5 channels of television was one of the biggest driving factors behind the shift in the television landscape. That… and the arrival of 3G and cheap mobile data which has allowed video streaming in the palm of your hand.

 

 

It’s surprising to find that Netflix has actually been around since 1997. It started life as a DVD rental business but began streaming online video in 2007, just 2 years after Youtube was founded. Today Netflix has 139 million paid subscribers worldwide and on Youtube, one billion hours of content are watched every single day. YouTube is ranked as the second-most popular site in the world after Google (Alexa Internet). And, whilst Netflix and Youtube may have paved the way for online video, there are now dozens of different streaming platforms from Disney+ to Apple TV, Now TV to Facebook Watch, TikTok, Instagram TV and Amazon Prime.

 

 

There’s huge money behind these platforms. Facebook will spend a “measly” $1 billion on video content this year compared to Amazon’s $4 billion spend last year and Netflix’s projected $8 billion spend for 2019 (Media Post). Also this year, Amazon and Netflix have said they will be investing in UK TV production, and will help to promote these shows on both platforms (Video News). However, the question is, will this bring traction to TV broadcasters or, will audiences be tuning into their SVOD (Streaming Video On Demand) services to watch the shows? An Ofcom report released in the summer found that huge investment in original content by digital players has seen subscriptions to SVOD services in the UK overtake subscription to pay-TV services. Ofcom also found that last year that after a period of sustained growth, pay-TV subscription revenues fell in the UK for the first time, falling by 2.7 percent to £6.4 billion. Unsurprisingly as UK consumers turn their back on conventional television viewing in favour of subscription based streaming platforms, they also turn their back on advertising. TV advertising income fell significantly last year, declining seven percent year-on-year in real terms to £3.9 billion (Video News).

 

 

So what does this mean for brands who have, in the past relied on TV advertising to reach their customers? You guessed it, they’ve started to pump more and more of their budget into online advertising. Last year, digital advertising increased by 9.5% in the UK (emarketer) with video being the fastest growing medium. The exciting thing is that marketers looking to get an edge over their competitors are putting budget behind incredible branded content that is shining a spotlight on their products and services. Volvo, Heineken and Dove are not only running heavy hitting multi-channel campaigns with a hero piece of video content at it’s heart, but many like Patagonia, Red Bull and Nike are becoming publishers in their own right with Youtube channels that include regular, engaging video content that is enjoyed by millions of people.

 

 

As we, the consumer, become accustomed to subscription TV viewing, the days of sitting through 5 minutes of TV adverts seem like a distant memory. No surprise then, that we actively avoid spending time online in places where we are being hit with constant adverts. With Youtube releasing its own subscription service, it begs the question how long we will have to wait before Facebook, Instagram and other platforms follow suit? Moving forward, brands will have to work harder and harder to get their message seen by their audience and commissioning branded content will be one of the best ways to do that.

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