As the new year kicks into high gear, we are starting to see many food ingredient companies launching new campaigns and marketing materials that fit today’s evolving food industry. Below, we’ll discuss the current food ingredient marketing landscape and the trends that are emerging as the new generation of B2B customers assert their presence and influence over the industry.
The Handcrafted Look
In a world that’s dominated by screens, devices and all things digital, B2B food ingredient advertising is taking things in the opposite direction — toward a more rustic and handcrafted look — in order to stand out.
Take a look at any food ingredient industry publication and you are sure to come across several examples of advertising with comfortable application photography, wooden surfaces, handwritten typefaces, illustrative elements — anything that gives the impression of things being done the old-fashioned way. The slick, corporate aesthetics are being set aside in an industry fueled by consumers who are demanding simpler labels, responsible production and corporate transparency.
The Origin Story
The demand for organic and non-GMO products as well as greater transparency has driven many companies to prominently highlight the sources of their ingredients, the farms and growing regions where production truly begins. Today it’s important for food ingredient companies to tell their story from the perspective of their farmers and growers and share the efforts they take to care for the land they use. We anticipate this trend to continue as the younger B2B audience continues to demand more sustainability from food and beverage manufacturers.
Insights in Abundance
Being a thought leader in the food and beverage industry means showing your audience that you have the expertise to help customers succeed in a competitive market. It’s no secret that content is key, and we expect to see companies continue competing for customers by sharing original insights through social media, blogs, white papers and editorials.
Some companies are using their marketing dollars for the few, not the many. By identifying and targeting key prospects and allotting the proper resources, marketers can develop tactics and craft messaging specially designed to address a certain customer’s needs. With an array of customizable tactics available, including landing pages, emails, presentations and videos, B2B food ingredient marketers can be detailed in the story they bring to their target audience.
Branding the Customer Experience
We’ve discussed this trend before and continue to see many food ingredient companies branding their customer experience. The most successful companies position themselves as complete partners to food and beverage manufacturers. Whatever the challenge, they have a solution. In an ultra-competitive environment, creating the perfect customer experience is highly valuable, and an asset worthy of its own brand.
We’re excited to see what other food ingredient marketing trends emerge in 2019. Comment below to share your thoughts — and stay tuned for more to come in our 2019 trends blog series.