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Salt Swap Initiative is Leading the Way in Australia’s Sodium Reduction

Recently we received a newsletter from Nu-Tek Salt Australasia—Nu-Tek Food Science’s Australasia partner— highlighting a new program, Drop the Salt Lithgow and its exciting health initiative, Salt Swap Lithgow. This program has been featured in the Lithgow Mercury news and is supported by The George Institute for Global Health, Lithgow City Council, local business and Nu-Tek Food Science, to help address Australia’s excessive salt consumption levels.

Pictured (from left to right): Jason Cummings, Nu-Tek Salt Australasia; Lithgow Black Panther; Maree Statham, Lithgow mayor; and Mary-Anne Land, The George Institute for Global Health.
Pictured (from left to right): Jason Cummings, Nu-Tek Salt Australasia; Lithgow Black Panther; Maree Statham, Lithgow mayor; and Mary-Anne Land, The George Institute for Global Health.

The Salt Swap initiative is an innovative campaign to reduce salt intake by “swapping” household table salt for Salt for Life™ Sea Salt Blend—a new sea salt blend with 70 percent less sodium than table salt. The campaign also includes reformulation of locally produced processed foods and using the FoodSwitch Smartphone application to help people make better food choices in the supermarket.

Drop the Salt Lithgow aims to reduce salt intake by 10 percent and is part of a broader initiative—supported by the World Health Organization (WHO)—seeking to identify scalable and sustainable salt-reduction policies that can be applied nationally and internationally.

To learn more about the Drop the Salt Lithgow community initiative and to join in their discussions, “Like” their Facebook page.

Chiquita Fruit Solutions is Spinnovating

Chiquita Spinnovator

To help promote fresh ideas in fruit flavors, Chiquita Fruit Solutions launched their online interactive tool, the Chiquita SpinnovatorTM, at the RCA show in Charlotte, NC back in March.

Housed on the Chiquita Fruit Solutions website, the Spinnovator allows users to experiment and open their imaginations to develop unique applications using Chiquita’s five fruit ingredients: banana, passion fruit, mango, pineapple and papaya.

The first step to the Spinnovator is selecting a fruit ingredient—the inner wheel. Based on the fruit ingredient you’ve selected, the middle wheel populates a colorful arrangement of flavors that complement the fruit ingredient. The outer wheel has a multitude of top-trending applications to choose from that are broken out by meal and daypart categories: Breakfast, Entrée (Lunch/Dinner), Side, Dessert, Beverage and Condiment.

Another feature of the Spinnovator is the random spin. If you’re looking for a specific application or flavor, you can lock the applicable wheel on your selection and let the wheel spin its way to something innovative. If you’re inspired by what you’ve created, you can save it to a list and email it to yourself or share it through social media.

Visit the Chiquita Fruit Solutions website to Spinnovate a fresh idea and comment below on what unique application has opened your imagination.

 

New Clean Label Campaign From IFC

Isn’t it nice when you are flipping through a familiar publication and a refreshing ad catches your eye? This print ad from International Fiber Corporation (IFC) uses a soft and airy color scheme to draw you in. And then, in a single headline, it introduces a common nutritional problem manufacturers face, and offers the solution.

IFC

The ad focuses on a basic visual of nutritional labels for an array of applications and easily demonstrates how calories are reduced when insoluble fiber is added. It’s interesting to note that the ad neglects to callout the two ingredient brand names that IFC offers. Whether intentional or not, this approach becomes less of a sales pitch and more of an acknowledgement of a nation-wide consumer and governmental trend toward decreasing our caloric intake.

This creative is seamlessly carried into a landing page found at www.reducecalorieswithfiber.com. The site does a great job of setting up the issue and addressing the problem with the benefits of insoluble fiber. The ingredient names are found on this site, although they aren’t described in detail. To learn more about them, you have to click to the main IFC website and conduct your own search.

All in all, IFC made it very easy for its audience to understand the unique value of insoluble fiber and how it can clean up nutritional labels.

Malt Products Corp. Pushes Malt as a Sweetener Alternative

A Bagel Without Malt

Much of the current discussion around sugar, centers on high fructose corn syrup (HFCS) versus pure sugar—the similarities, the differences the benefits. But what about using malt as an alternative for sugar?

Here’s an ad I found in Milling & Baking News, advertising Malt Products Corp., that says a lot by saying very little. Their point? A “real,” more authentic bagel, has malt extract in it.

Further research on using malt, unveils:

  1. Malt can be substituted for or paired with HFCS or sugar and achieve the same taste.
  2. Malt is a healthier sweetener to add, as compared to sugar. Malt is 100% natural, making it a green extract. You essentially take whole grains and turn them into a sweetener.
  3. Using malt in whole grain applications mellows bitter taste.

There are definite obstacles to overcome, however, when utilizing malt. The biggest obstacle being price. Malt is a considerably more expensive sweetener alternative.

What do you think? Can the benefits outweigh the costs? Weigh in on the malt, sugar, HFCS debate.

 

Caravan Ingredients Promotes New nosh’em Product

SKMBTPromotional marketing pieces: we’ve all seen them. Most of us use them. Some of us even make them. A brochure here, a sample there. But not Caravan Ingredients’ new marketing campaign for nosh’em—an on-the-go, nutritious snack with appeal for both kids and adults. When visiting the 2010 IBIE show, we were able to view the snack’s marketing pieces. As opposed to just the traditional one-page handout, nosh’em had an array of promotional pieces. From die-cuts and mini booklets, to stickers and pins, the nosh’em look and tone was carried across each piece, all used in a distinct way to either introduce the new snack or detail its ingredients, nutrition information and more. A very fun and effective use of marketing and, as you can see, grabbed our attention from the get-go. Congratulations to Kerrie Medlicott and the team at Caravan.

Dawn Foods Rethinks Print Advertising

Dawn is utilizing some new print marketing tactics in an effort to stand out. It has an advertorial running in the food publications that looks like an editorial. Typically, these kinds of ads have a small disclaimer that reads “paid for by advertiser,” but this particular ad is not identified as such. The value of such a tactic is that the reader is more likely to read the article, as it appears to be something written by the publication. This particular Dawn 360˚ segment is titled “Bakery Trends Revealed.” My guess is that the content will be switched out fairly regularly to remain fresh.

DawnAd

Dawn is also placing “Bakery Toolkit” pamphlets in food publications. These pamphlets are adhered into the magazine with glue goop. This is another tactic that isn’t often used, but is a great way to distribute content and to stand out from competitors. This particular piece describes how to “maximize your seasonal sales with creative products and marketing strategies.”

Pages from BakeryToolkit

Third-Party Recognition Equals Free Advertising

TysonI’ve said it before, and I’ll say it again, the only thing better than advertising is free advertising, and Tyson Food Service knows how to make that happen. Getting your name in the news is a great way to not only promote your company, but to create recognition and credibility. In anOctober qsrmargazine.com article, Tyson was recognized for donating more than 10,000 pounds of chicken to aid in hunger relief, a principle that has long been important to Tyson. Now, not all of us have the resources to give away thousands of dollars worth of product, but you don’t have to start big. Reach out to the community; get involved. But, most importantly, TELL SOMEONE ABOUT IT. If you’re lucky enough to have the time and resources to generate news, take the time to write a press release and distribute that press release to publications that will not only be interested in publishing the story, but that are read by your customers or prospective customers. In fact, if you need help doing so, I may know some people who could help (insert obvious Anderson Partners plug here). Point is, third-party recognition is a great asset to a well-rounded advertising campaign, and could be something that your current campaign is missing.  

Starchology Campaign Extended to Print

 

NationalStarch_Tomato_SauceIn addition to the unique Starchology landing page we reported on recently, National Starch is taking an illustrated approach to its print advertising campaign, with cutesy headlines like “Tomatoes are feeling insecure” and “Sauce is overcoming its separation anxiety.” The key idea to Starchology is to help food and beverage manufacturers understand how innovating with starch can help you overcome a lot of food challenges, such as excelling in texture, health, clarity and value. The approach, from branding this idea to utilizing illustrations and catchy copy, will definitely aid in recognition and awareness.

Print is Alive and Well

PrintAliveWell91_HalfFood Business News (FBN) recently launched a half-page and full-page ad campaign asserting that “Print is Alive and Well.” According to a recent research study conducted by Baxter Research, FBN readers say they read at least three of the last four issues of FBN. Marketers have recently questioned the value of a print ad spend vs. an online marketing campaign. Many have assumed that most readers are now online and not reading printed editions, due to the advances in the publication’s ability to provide complete content online, and the amount of time that the average consumer now spends online.

This research advocates that, at least for FBN readers, print is still a great avenue to reach your customers. So when considering print and online:

  • Ask the publication about its readership in both places.
  • Gain an understanding of the value of each, and how the publication measures effectiveness.
  • Know where, and in what sections, your competitors are advertising.
  • Consider your budget. Print advertising can be more costly than online.

Literal Depictions in Ingredient Print Ads

LiteralDepictions2I’ve noticed some food ingredient manufacturers utilizing literal depictions of benefits in their print advertising. Above are examples of this from Danisco and FMC BioPolymer. While these ads will definitely get noticed, due to the different nature of the creative approach, the message seems to be lost. I believe the audience can connect with this strategy, but it has to be more creative and not so literal. This strategy works best when the double meaning is subtle and allows the reader an opportunity to make the connection on their own. What do you think?

Nestlé Promotes Innovation with Recipe Postcards

nestleRecipePostCardsNestlé is a globally recognized brand, and has achieved this status by continuing to incorporate innovation. In 2009, Nestlé started a collection of Recipe Postcards—downloadable postcards featuring an original Nestlé creation. Every month, Nestlé introduces a featured recipe—main course, side dish, beverage or dessert—partnered with an appetizing, professional-looking photograph of that prepared dish. These postcards can then be printed and mailed directly to a friend. While many companies are providing innovative recipes, Nestlé has found a way to put a unique spin on it. It is a great initiative that not only shares the possibilities of the Nestlé products, but also shows Nestlé’s continued flare for innovation.

Hormel Foods Contract Packaging Takes a Different Approach on Advertisements

HORMELIn its new contract manufacturing print ad, Hormel Foods uses a whole lotta white space—a design tactic that makes most marketers cringe. Full-page ads are expensive and, as prime real estate, marketers want to make sure they effectively utilize the space to convey a strong message. What’s unique about the Hormel Foods Contract Packaging ad is the lack of food photography, the use of three colors, and the short and sweet messaging. With little white space in a content- and image-covered magazine, this ad will beckon readers to take notice.

ADM Advertises From the Customer’s Perspective

ADM_1New print ads from ADM focus on a unique perspective—one from the foodservice operator’s point of view. The ads utilize testimonials from actual ADM customers. In both ads, the operator references a trusting relationship with Gary, the distributor, who works closely with the ADM sales rep. Gary recommends a specific ingredient to the operator that meets the needs of the application at hand, i.e., ADM Springup® baking flour for new Cinnamon Swirl Bread, which offers consistent quality at an affordable price.

Food ingredient messaging is often written in the ingredient company’s voice and focuses on the products/services that it can provide to its customers. By writing this from the customer’s perspective, ADM has succeeded at giving the message more weight. It allows other foodservice operators to see the value ADM can provide, as the ad is much more relatable.

While the angle of the message is refreshing, the copy seems to read like it came from a paid writer. This ad could have been stronger if ADM had gathered actual quotes from its customers. (Note: ADM may have done this. We are making an assumption that they did not.)

In addition, the close-up food photography shots and the large, blocked headlines help to grab the reader’s attention. The on-location kitchen shots add credibility and personalization as well.

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