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The food industry has always been unwilling to be low-key. Because industry barriers are not as easy to build as industries such as technology, advertising marketing is naturally fierce, and it may be left behind if it is slightly negligent. At the moment when the Z generation is on the scene, food advertisements are no longer as simple as a simple, layered consumer, single-device N platform consumption scene, and unpredictable consumer preferences. It’s not lively.

The story of the Internet Aboriginal brand can be pressed, and those food brands that existed in our minds when we were young are now clumsy or gorgeously turned around?

This issue of the whole media (ID: quanmeipai) carefully selected a number of leading players in the digital media to see how they stand on the waves of the times.

Pizza: Optimizing the Digital Subscription Experience

In the past few years, Pizza Hut has been fiercely competing with two pizza brands, Domino’s and Papa John’s. “In one sentence, we describe our brand strategy? That is what we want to be the most convenient and mostFast, delicious pizza brand. Stephan Croix, Chief Sales and Brand Officer of Pizza Hut Europe and the Middle East (EMEA), said.

Pizza is committed to building a digital team that wants to leverage digital technology to deliver a first-class experience to consumers. For 18 months, Pizza Hut has been building an internal user experience team called Pizza Hut Digital Discovery, which has functional divisions in user experience, data analysis, design and technology. This means that a better digital experience can reduce friction in the Customer Journey, the team ensures that the entire order process is no more than five steps, and they are also working to optimize the ordering process and speed of the website.

In addition, users have other ways to order pizza. In Israel, people are increasingly interested in ordering chat bots, and Pizza Hut has launched a related ordering service. In addition, users can order pizza from Pizza Hut bot directly on Twitter and Facebook Messenger – this is of course to promote Millennials purchases, users do not need to download Pizza Hut APP. Last year, it even tested an AR ordering system on Snapchat.

In cross-border cooperation, this year is the second time Pizza Hut has won the National Football League (NFL) official pizza sponsorship. “The first year of cooperation with NFL helped us increase brand awareness and gained a lot. We have not reached new users before.” Pizza Hut CEO Artie Starrs is very pleased with this collaboration.

This year, the partnership is even closer. Pizza Hut has also launched an interactive game called “Hut Hut Win”, where consumers have the opportunity to win NFL products and free pizza. More tempting rewards include tickets to the Super Bowl live show in Miami next February and tickets for the NFL draft in Nevada in April.

Fanta: Fully turn to digital channels, this is very Fanta

Fanta is more than just a favorite fruity soda brand, it has become “A Thing” – Fanta’s fan army has a strong connection with the brand. They passionately spread creativity, productivity and personal expression on social media.

Fanta brand director Tutul Rahman said that it is because Fanta’s fan base is full of passion and independence, so when marketing ideas embrace and value this feature, Fanta can often become a time-honored Brand. “This generation is more layered and more complex than the previous generation. This means that young people are more conscious of their personal identity and have more micro-points of interest, hoping to express themselves more uniquely.”

The “It’s A Thing” campaign was launched in July this year. This online video focuses on Fanta’s four most popular flavors: oranges, pineapples, strawberries and grapes in Atlanta. Outdoor advertising was launched in Los Angeles, Miami, New York, and Washington, DC.

Every taste expresses a unique personality and creativity – “This is an orange thing” inspired by the enthusiasm and passion that teenagers see on social media; “This is a pineapple” embraces The characteristics of young people’s bold self-confidence and their love for retro games; “This is a strawberry thing” is the love of young people for music; “This is a grape thing” is about self-expression.

Working with other platforms also plays a key role in the interactive gameplay of “It’s A Thing.” Fans can participate in the Fanta T-shirt design competition in the American animation website Adult Swim; you can create your own “It’s A Thing” box on the fan site Fandom to add to the art mosaic of Fandom x Fanta; you can also customize “It’s A The Thing filter is posted to Instagram and PicsArt.

Fanta and Snapchat have deep collaboration, and Snap AR Marker Tech technology allows users to participate, customize and share content deeper. Fans can use the phone’s Snap to scan outdoor advertising posters to “move it up” and explore the AR world of Fanta’s specific flavors. Scanning the Snapchat QR code also unlocks various filters and AR sticker packs.

Snapchat Creative Strategy Leader Christina Kavalauskas said: “Fanta’s originality in the AR field is incredible, and users become creators in the immersive AR experience, bridging the physical world and the digital world. The distance between the two.” This is the first time Snapchat users can extract art elements (AR stickers) online and use them in their own photos.

In addition to Snapchat, Fanta uses Instagram to promote conversations with Generation Z. Some time ago, Fanta officially launched an event to let fans upload photos of their favorite tastes, and then Fanta officially used the illustration to “spoof” this photo, and finally released the generated photos on Fanta Instagram, and @ This fan.

Fanta’s personality is not limited to this. Finda officially announced this year that it will not advertise on TV. The company is shifting its capital from traditional TV to digital, especially social platforms, digital video, and OTT platforms. It hopes to strengthen brand building and stand out in the market competition.

Godiva: Use digital video to evoke purchases

If you search online for “Where is the chocolate sold nearby,” Godiva hopes to appear in your search results. The chocolate maker is increasing its spending in the digital arena. Currently, Godiva is targeting younger consumers than before, with digital marketing spending accounting for 70% of the overall marketing budget, up from the previous 60%.

Although Godiva is a well-known brand, consumers often think of it only on special occasions or festivals, rather than incorporating it into everyday chocolate consumption. John Galloway, Godiva’s chief marketing and innovation officer, said the company plans to increase its performance fivefold over the next six years, part of which is to increase spending through paid search, paid social promotion, programmatic advertising, and collaboration with media such as PopSugar and Buzzfeed. The “Top-of-mind Awareness”, that is, to buy chocolate, immediately think of Godiva.

Godiva is trying on Facebook, InstagDigital video ads are served on platforms such as ram and YouTube, allowing consumers to consider Godiva’s chocolate more frequently. These videos are not based on short video versions of TV commercials, but are specifically for digital advertising, only 6 seconds, 15 seconds, to fit the digital platform. For platforms such as Instagram, Godiva also specializes in square or vertical video. Such a strategy means that Godiva is targeting consumers in their early 20s and early 30s, not 35-45 years old.

When a brand is already known to consumers, especially for well-known food and beverage brands, brands will consider adding advertising campaigns tailored for digital marketing. Currently, Godiva’s internal 15-person studio collaborates with McCann London to launch a series of digital plans.

Allen Adamson, co-founder and brand consultant for marketing company Metaforce, said of Godiva’s “first mention of popularity”: “The brand has not had much to tell. For Godiva, it is now What needs to be done is to appear more frequently in people’s eyes. It already has a high brand premium. If you want to expand sales, it is not (as before) to convince consumers that it tastes good, but often Remind consumers that this may be what you want to buy now. Godiva has to increase the consumption scene and sell chocolate outside of Valentine’s Day.”

Dorics: The “higher realm” of the hidden brand logo

Pepsi-Cola’s Zero Food Brand Doritos has launched an advertising program called “Another Level” for consumers of the Z generation.The content is to remove all the ads in the Doritos brand logo exposed. According to the statement on Mobile Marketer, Doritos will erase its logo and brand name “Doritos” from social media, TV and other platforms, as well as the premiere advertisement of the MTV Video Music Awards.

For companies with lower visibility, removing logos and product names in advertising is undoubtedly risky, but Doritos is one of the most recognized brands in the United States, and its iconic triangular shape is enough for the audience to recognize. Through Snapchat’s AR lens, video shopping APP and digital advertising for the MTV Video Music Awards, Doritos uses its innovative new gameplay to successfully unveil its newly upgraded logo shape on the favorite platform of the Z generation.

Doritos also renamed its official website, Doritos.com, to LogoGoesHere.com. In the introduction to the search page, it wrote: “This cornflake is too classic. We don’t need to name it. You can try it.” After clicking it, the entire web page could not find a brand name. Even if you clicked the “What product is this?” column, the answer that pops up is “You already know.” The campaign encourages fans to post and share what “higher boundaries” mean for them, stimulate the output of UGC content, and encourage people to interact with brands.

For decades, Doritos has been a major advertiser for the Super Bowl, and its previous Crash The Super Bowl campaign has earned widespread recognition, which was initiated by Doritos in 2006-2016. In the advertising competition, the winner’s advertisement can be played on the Super Bowl, which can be said to be a grand UGC event. Therefore, “higher realm” is also on the shoulders of giants. Such activities have a solid foundation among consumers.

In addition to Doritos, more and more companies have joined Anti-Ad to remove logos or brand names from marketing materials to convey the voice of strategic change. MTN Dew (a wave of carbonated beverages owned by PepsiCo), in collaboration with HBO this year, launched a white, unbranded limited-edged canned beverage called “A Can Has No Name”, which was used. The stalk of “The Unknown Man” in the play celebrates the finale of the “Game of Thrones” series.

June cola also launched a non-branded beverage can in June to challenge stereotypes in the fields of class, race and gender. Starbucks is entering a category other than coffee. In 2011, the brand also removed the brand name and the word “coffee” from the logo. There is also Mastercard, because its business direction is shifting to cardless digital payments, so the brand name was removed from the logo last year, and the “card” was no longer emphasized.

It’s not hard to find that when food is no longer just a must, all brands are grabbing the minds of users – how fast the Pizza Hut is, the Z generation culture of Fanta, and the “first mention” of Godiva. The nameless name of Doritos, although the focus of communication is slightly different, is undoubtedly the hope to lead to more consumers’ brains through bloody digital media channels, or to become more rooted in the hearts of consumers. .

From a content point of view, such a strategic shift has also spawned more excellent marketing works, and has the ingenuity combined with the social platform, full of digital age features. However, business is a business, and the brand communication campaign ultimately has excellent marketing performance, which may be the best answer to this proposition.

Reference link:

1.https://www.coca-colacompany.com/stories/social-first-campaign-immerses-fantas-flavor-tribes-in-unique-wo

2.https://digiday.com/marketing/drive-people-stores-godiva-spending-money-online-video/

3.https://www.mobilemarketer.com/news/doritos-drops-its-logo-to-spark-ugc-from-ad-adverse-gen -zers/561646/