Thinking Outside of the Box for a New Menu Item or Product Launch
There are many options to choose from in the food and beverage industry. Grocery stores are packed with a variety of products and there are dining possibilities on almost every block. So, how does a food brand stand out? It’s time to think outside of the box!
Explore partnerships
Brand partnerships are a fun and interesting way to gain new customers. They can drive fans of either product to try a new item and provide a wider audience for marketing. Also, when two brands join to create something new, it can open up opportunities for earned media coverage, which generates additional value and stirs interest.
Example: Fast food chains Burger King and Carl’s Jr. got in on the plant-based meat trend by partnering with two popular brands. Burger King offers the Impossible Whopper and Carl’s offered its Famous Star with a Beyond Meat patty.
Create unique events
Events can create a lot of buzz and encourage people to share their experiences through social media. Brands need to look beyond free samples at the grocery store to really think about their target audiences to come up with something that will encourage participation and sharing.
Example: Sometimes thinking outside the box means putting things…in a box. At least, that’s what Sonic thought when promoting its new premium shakes at Coachella. Knowing that the popular music festival is often documented by attendees on Instagram, the fast-food company designed special square shakes with stylized topping decoration to better fit and look interesting on the platform’s square image format.
Tap the power of influencers
From big celebrity personalities to micro- and nano-influencers, partnering with someone outside of the company can bring big rewards when it comes to generating awareness and sales. In fact, 50% of Millennials say they trust and 33% of Gen Z-ers have purchased a product based on an influencer recommendation.
Example: Bob’s Red Mill worked with 51 influencers for its Ultimate Cookie Collection. The campaign was launched by celebrity chefs Martha Stewart and Geoffrey Zakarian. Each influencer then announced their participation and created a cookie recipe using ingredients from Bob’s Red Mill’s selection of organic and non-GMO flours. The result was 51 new and exciting cookie recipes being shared by each influencer and then reposted on the brand’s channels. This campaign gave followers new recipes, gained brand awareness and highlighted consumption ideas for using the brands’ products.
Food for thought
Food and beverage companies need to think outside the box when launching a new product or menu item. With such a crowded marketplace, grabbing the attention of consumers can take some work. However, taking advantage of partnerships, unique events and influencers can make a difference in interest, engagement and purchases.
Planning to introduce a new food product or launch a new menu? Connect with our team at Beyond Fifteen to discuss strategy!
