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Digging into the Top Food and Beverage Trends from IFT19

As food ingredient marketers, we love exploring the latest industry trends — and there’s no better place to do that than at IFT’s Annual Event and Food Expo, which took place this year in New Orleans. As one of the largest events in the industry, IFT brings together experts from around the world to share the latest insights and innovations. I was thrilled to join our team at the show and explore the hottest trends for 2019.

Below are five of the top trends that we came across in The Big Easy. 

Cannabidiol Cuisine

Offering claims of reduced anxiety, better sleep and pain relief, cannabidiol (CBD) has quickly made its mark in the health and beauty industry, but it is also becoming a hot topic in the food and beverage industry. In fact, CBD was all the buzz at IFT this year, with several exhibitors sampling CBD-infused food and beverage products. The Colorado grain-based food and specialty oil company, Panhandle Milling, took advantage of the opportunity to promote its CBD oil-processing capabilities with food and beverage suppliers and other attendees through strategic, CBD-focused booth messaging and product samples. As consumer interest in the hemp and CBD oil market continues to grow, this is one area where we will likely see new opportunities and innovation.

CBD-PanhandleMilling_1097

Fearless Flavors

Bold flavors were a natural fit with IFT being in New Orleans this year. From Cajun to creole, there’s no shortage of excitement when it comes to local fare — and several companies leveraged this with their featured applications. Kalsec emphasized that its experts not only understand heat, but they also know how to manage it. The company’s booth showcased its heat portfolio, with a fun, tasty and interactive heat puzzle for booth attendees. Hormel Ingredient Solutions, the new unified team made up of experts from Burke Corporation and Hormel Ingredients, also showcased its bold creations with sweet chorizo bites and Italian sausage pizza. The chorizo bites were a nice change of pace from the all-too-common Cajun dishes available throughout the show, while the bite-size pizzas provided handheld slices of heaven.

Functional Foods

As consumers continue to see greater functionality from food and beverage products, we’re starting to see more better-for-you options popping up everywhere, including at IFT19. This year’s show featured everything from vegan ice cream made with nuts and coconut to pizza crust formulated with cauliflower to meat-free burgers made with fiber-rich pulses and ancient grains. DSM even gave away Blue Light Protection TechShield™ Gummies, which are formulated to protect eyes from blue light that can be emitted from electronic devices like computers, tablets and smartphones.

Plant-based Products

As many predicted, plant-based ingredients were a hot category again this year at IFT. Everywhere we looked, we saw applications made with ingredients derived from plant-based sources, such as legumes, nuts, grains, fruits, vegetables and seeds. These ingredients have become increasingly popular, as consumers continue to seek suitable replacements for animal-derived ingredients. Kerry’s plant-based breakfast sandwich, which was made with plant-based breakfast sausage and a clean-label croissant, was one of the first plant-based applications that we tried at the show. Several companies also sampled plant-based macaroni and cheese. Some even spiced up their creations with the world-renowned Creole and Cajun flavors that are most notably associated with New Orleans. The Annex by Ardent Mills’ sampling menu included IQF Mixed Grain Jambalaya, Ancient Grain Boudin and Ancient Grain Gumbo.

Scaled-down Sodium and Sugar Content­­

If you know our team, you know we have love donuts … but like many consumers today, we also care about our health, so we were thrilled to see several companies sampling donuts (and other sweet treats) made with alternative and plant-based sweeteners. The Ingredient House presented its Low Sugar Cookie with Prebiotic Fiber Gofos (short-chain fructo-oligosaccharide), a sweet soluble fiber that allows food manufacturers to produce healthier, sugar-reduced and fiber-rich products. Likewise, Jungbunzlauer sampled Keto-diet friendly cookies made with its sugar replacement and sodium-reduction solutions.

Of course, these were only a few of the unique and creative innovations at IFT19. What food ingredients or trends caught your attention? Comment below to share your thoughts. (For tips on preparing for your next food industry trade show, download our Trade Show Best Practices report.)

Six Strategies for Successful B2B Food Ingredient Marketing on Instagram

WritingForInstagram

Research shows that 40 percent of the workforce is now made up of millennials and that number is expected to grow to 75 percent by 2027. With over one billion monthly active users on Instagram and half of all millennials actively using the social media platform to stay connected, Instagram is a powerful tool for reaching and engaging with the newest generation of B2B food ingredient customers. But it’s not as easy as simply copying and pasting what you’re doing on other platforms.

Every social media network has a different tone that works best. For example, what works for LinkedIn or Twitter  may not perform as well on Instagram. To get the most out of your Instagram channel, consider the following tips:

  1. Be clear and concise — Most people scroll through their Instagram feeds quickly, so it makes sense to keep your captions short and to the point. Brief copy is easier to digest and doesn’t get cut off with ellipses — Instagram uses these to truncate messages after a couple lines of copy. Focus on one specific message rather than trying to communicate multiple things in a post.
  2. Show your lighthearted side — Instagram is naturally known for its lighthearted tone. To show your audience a fresh, authentic view of your company, try highlighting your company’s culture and employee advocacy efforts on Instagram. You can do this by posting original photos of your staff, inspiring quotes or easily digestible industry-related stats. For example, throughout the month of March, we invited our staff to bring their pets to work and we posted the photos on our company’s Instagram feed.
  3. Keep it conversational — Add a brief, informal caption that gives outsiders an inside glimpse of the real-life experiences that take place at your company every day or that helps explain the significance of the information you’re sharing.
  4. Incorporate hashtags— On Instagram, a hashtag behaves the same way as it does on Twitter and Facebook, meaning it ties the conversations of different users into one stream (as long as the accounts are public). Instagram posts can also have up to 30 hashtags, making it tempting to stuff each caption with as many as possible, but using more hashtags won’t necessarily yield higher visibility. Instead, consider focusing on about two to four strategic keywords.
  5. Use emojis — Emojis are cartoon-like emoticons that are available to most smartphone users and can add some personality to Instagram captions. Many brands use emojis in their captions — even the more “serious” B2B brands. Still, you want to keep your emoji selections appropriate at all times.
  6. Stay consistent — Being relatively consistent in your Instagram voice can help you build your brand on the channel. Showcasing the true experiences and values of your company can help differentiate your brand and promote transparency, which in turn builds trust with your audience.

As B2B food ingredient marketing continues to evolve, it’s important to embrace traditionally consumer-centric platforms like Instagram as a means of building deeper connections with prospective customers, employees and thought leaders. Posting compelling content and visuals on Instagram can help you make meaningful connections with other food industry professionals, including younger generations with increasing buying power.

Need help optimizing your social media content to increase brand awareness or generate more leads? Contact us to learn how we can help you develop and implement an effective B2B social media marketing strategy. You can also download our report, Finding Your Food Ingredient Brand’s Voice on Social Media, to learn more about tailoring your B2B marketing content for different platforms.


Eight Tips for Successful B2B Food Ingredient Marketing on Twitter

WritingForTwitter

Twitter is the second most popular social network for B2B marketers, with nearly 80 percent of business professionals using it to distribute regular content. And with more than 330 million monthly active users and 500 million tweets sent per day, it’s one of the largest, rapid-fire news sources for just about everything. In fact, many executives use the platform to get news before it breaks anywhere else and to instantly share their thoughts with others.

Twitter also offers food ingredient marketers a chance to attract prospects, interact and engage with customers, and increase brand awareness. To get the most out of your Twitter channel, consider the following tips.

  1. Keep it short— Unlike other social media posts, tweets are limited to 280 characters. While this is double the platform’s original limit of 140 characters, it still forces you to be efficient. Consider focusing on one specific message rather than trying to communicate multiple things in one tweet. Less is more when it comes to Twitter. To avoid long exchanges, switch to direct messages to resolve complex issues in private.
  2. Be prompt— The interactions that take place on Twitter are quick and immediate, often occurring in real time. For this reason, your Twitter content should be direct and timely. Be responsive to any questions, comments or criticisms that come your way. This shows your followers that you are listening and sincerely invested in helping address their needs.
  3. Use humor — Twitter is a place for humor, so your business-to-business posts can be lighthearted and funny. Don’t be afraid to incorporate a pun or two — anything to grab attention and help your brand stand out online.
  4. Use visuals — Adding a bold image, video or GIF to your tweets adds a touch of personality and leads to higher engagement rates. In fact, people are three times more likely to engage with tweets that contain videos and photos. Moreover, with 90 percent of Twitter video views occurring on mobile, videos can be a great tool for reaching on-the-go customers and prospects.
  5. Add links — Consider linking to a blog post or your company website if you have a longer message you want to share with your audience. Social media management platforms like Hootsuite and Ow.ly can also make it easier to shorten URLs and track link visits, allowing you to monitor how many people are engaging with your content.
  6. Incorporate hashtags — If you’re tweeting about a topic that’s happening more broadly, consider adding related hashtags to connect your tweet to the larger conversation. Adding a hashtag helps increase the chance that someone interested will engage with your tweet and discover your business. It is best to avoid using more than two hashtags per tweet, as they can be distracting. After all, when you’re limited to a specific character count, every letter counts.
  7. Ask questions and run polls — Consider using questions via tweets or polls to draw in readers and encourage engagement. Asking questions is an effective way to interact with your audience, draw readers into a conversation and understand other people’s opinions.
  8. Retweet and connect with others — Retweeting relevant content and replying to tweets are great ways to maintain a robust Twitter presence. Positive customer feedback, helpful articles and messages that align with your food ingredient company’s authentic voice can be impactful content to retweet. If you’re sharing an article from an industry publication, consider tagging the outlet in your post to lend credibility to the message.

Twitter is a must-have tool for B2B food ingredient marketers. With a plethora of professionals and B2B companies using the social network, Twitter provides you with an excellent social, mobile platform for sharing content and providing support for food ingredient prospects and customers. Publishing compelling content will help you attract new followers and keep them engaged over time. When in doubt, remember this rule of thumb: your social media content reflects back on your business and should align with your brand’s purpose and values.

Need help optimizing your social media content to increase brand awareness or generate more leads? Contact us to learn how we can help you develop and implement an effective B2B social media marketing strategy. You can also download our report, Finding Your Food Ingredient Brand’s Voice on Social Media, to learn more about tailoring your B2B marketing content for different platforms.

Five Strategies for Successful B2B Food Ingredient Marketing on Facebook

WritingForFacebook

A common misconception among marketers is that Facebook isn’t where business-to-business (B2B) professionals go to engage with customers and prospects. That couldn’t be further from the truth. B2B decision makers are on Facebook — a lot. If your food ingredient company doesn’t already have a Facebook page, you could be missing out on hundreds of opportunities to put your business’s name, products and services right in front of your target audience.

In fact, 42 percent of B2B marketers admit that Facebook is the most effective social networking platform for their companies. Additionally, the median amount of time spent on Facebook by business decision makers each day is 74 percent higher than other people on the platform. Put simply, business decision makers use Facebook more weeks a month, more days a week and more minutes per day than the average person.

So how do you make sure the content your company is posting reaches and resonates with your target audience? To get the most out of the social media channel, consider the following tips for crafting successful B2B Facebook marketing content.

  1. Be consistent — Simply creating a Facebook page isn’t enough. What brings new customers and prospects is getting your name out consistently. You have to put your business in “their” newsfeed. Check your Facebook page, answer messages and respond to comments promptly. Also, watch for Internet trolls and address issues quickly to avoid spamming your followers.
  2. Keep it informal and friendly — While it may not be beneficial for every brand across the board, the numbers don’t lie — casual, informal tones of voice, as a whole, perform better than serious ones, according to a Nielson Norman Group study. Think of content that your audience members are likely to share with their connections. The ultimate goal is to grab attention and create engagement, which in turn can help you increase brand awareness and generate more leads.
  3. Expand on thoughts but don’t ramble — Like LinkedIn, you aren’t limited to a specific character count, but best practices recommend keeping your posts concise and to the point. This is also a great platform for highlighting your company as an expert. Consider using the extra space to explain the “so what” to your audience. Helping your followers understand the significance of why you are posting or sharing something (i.e., how you can help them solve a specific problem) can further position your brand as a resource.
  4. Leverage the power of multimedia — Consider incorporating images of finished applications featuring your food ingredients, interactive GIFs with helpful insights, videos from your latest event and links to places where followers can find out more about your products or services. These elements can help draw in your viewers and create interaction with your brand.
  5. Use hashtags responsibly — Facebook’s hashtags are basically tags used to categorize conversations between users. You can use them to help increase engagement by allowing your content to be discovered by people outside your immediate network. However, best practices advise never using more than two hashtags on a post. Anything more than that and you run the risk of appearing spammy or insincere.

B2B decision makers are making important decisions throughout the workday — and they’re also on Facebook. As a B2B food ingredient marketer, you have the potential to reach this important audience while they’re at work. With the right strategies and content, your food ingredient company will be more likely to successfully engage with your target audience.

Need help optimizing your creative and media to increase brand awareness or generate more leads? Contact us to learn how we can help you develop and implement an effective B2B social media marketing strategy. You can also download our report, Finding Your Food Ingredient Brand’s Voice on Social Media, to learn more about tailoring your B2B marketing content for different platforms.

Five Tips for Successful B2B Food Ingredient Marketing on LinkedIn

WritingForLinkedIn

In today’s digital age, content marketing is how B2B food ingredient companies build trust and familiarity with other professionals. With 95 percent of B2B companies using LinkedIn for content marketing and 50 percent of B2B buyers saying they use LinkedIn as a source for making purchase decisions, the platform is clearly a powerful tool for reaching and engaging B2B customers and prospects.

To get the most out of the social media channel, consider the following tips for crafting successful B2B marketing content on LinkedIn.

  1. Act professional — Refrain from using sarcastic language, mean-spirited comments or jokes that could deter from your company’s qualified image.
  2. Utilize the space — Unlike other social media channels, LinkedIn does not cap your character count. As a result, you can expand on thoughts and ideas to communicate your messages more clearly.
  3. Be concise — While you have more space to work with, it’s also important to keep your content and copy succinct for busy professionals who may be viewing your posts on the go. Avoid rambling or becoming redundant so you don’t lose their attention or engagement.
  4. Leverage the power of experts — Position your brand as a thought leader by showcasing your team’s expertise through facilitated group conversations, curated content and original content that links back to your company’s website.
  5. Incorporate visual elements — Consider using infographics, charts, graphs or other visuals to draw users in quickly and lend credibility to your content and brand.

Several companies have also started using hashtags on LinkedIn. While LinkedIn is still running beta tests “to better understand the value of using hashtags in posts to help members discover and join relevant conversations,” you may find them helpful in reaching more people.

Whether your objective is to increase brand awareness or generate more leads, there are countless ways you can use LinkedIn to engage your current customers and prospects. Focus on the strategies that work best for your organization’s brand and target audience. Making sure the words you communicate on LinkedIn align with the brand experience you actually deliver is key to establishing trust and credibility.

Need help identifying the steps and tactics necessary to achieve your goals? Contact us to learn how we can help you develop and implement an effective B2B social media marketing strategy. You can also download our white paper, Finding Your Food Ingredient Brand’s Voice on Social Media, to learn more about tailoring your B2B marketing content for different platforms.

Top Ten Tips for Social Media Marketing at Food Industry Trade Shows

Picture of social media outlets
Integrating social media into your trade show and event marketing plan is a great way to enhance your company’s trade show presence

In the food ingredient industry, social media is becoming one of the most popular ways to engage with current/potential customers and trade media before, during and after trade shows. By successfully integrating social media into your trade show marketing strategy, your company will be better equipped to reach and engage with target customers and prospects, which can help generate more sales leads for your products and services.

Below, are steps you can take to maximize your trade show ROI through social media marketing.

  1. Develop a strategy – Like any other part of your integrated marketing plan, it’s important to establish a specific plan of action for trade show marketing on social media (i.e. what platforms to use, who will post what and when). Plan your course of action before the event so you and your team are on the same page.
  2. Set specific goals – Your strategy should include measurable goals and objectives to ensure the greatest ROI. With clear-cut goals, you’ll be able to gauge whether or not your efforts were successful and what might need to be adjusted in the future.
  3. Identify relevant trade show handles and hashtags – Many industry trade shows use unique hashtags (#) and handles to help connect attendees and exhibitors. You may also consider using your own hashtag(s), especially if you have interactive booth components or new product/brand launches. For example, Ardent Mills used the hashtag #theannexam to promote its new ingredients unit, The Annex by Ardent Mills at IFT’s Food Expo (IFT18). By encouraging booth attendees to share photos using the hashtag, the team was able to engage with more individuals at the show. Ardent Mills also tagged @IFT and @IFTMedia in several tweets to reach trade media and other contacts.
  4. Choose the right channel(s) – Each social media channel communicates with audiences differently. For example, LinkedIn is known to be more professional and works great for B2B engagement, while Twitter is a little more casual and offers more opportunity for real-time engagement. Facebook is quickly becoming more widely used by B2B companies, and many food industry companies have started using YouTube as a platform to upload videos and demos from the trade show floor. Additionally, Facebook offers a lot of flexibility and can be great for quick, daily recaps and photo uploads. Try experimenting on each platform to find the best times and channels for your target audience.
  5. Involve your entire team – Getting everyone involved in the messaging can help support company goals while allowing individuals to make their own, authentic connections. Encourage your team members to post content from their personal social media accounts and to share company updates. For example, many of our staff tweeted pictures from IFT18 using relevant hashtags (e.g. #IFT18) to help create engagement with trade show exhibitors and attendees. Additionally, you may want to consider sharing tweets from outside sources, including trade media and customers, leading up to the trade show to create more engagement.
  6. Position your company as a thought leader – It’s important to promote your booth number and what you’re sampling, but you also want to keep your followers interested by sharing a mix of original content, expert insights and industry articles. Corbion does a great job of mixing up its content calendar with various polls, helpful information and thought leadership content in order to keep the conversation alive and strong online. The team also shares industry articles and tags trade media for additional engagement.
  7. Schedule content in advance – Scheduling content (about 1-2 posts per day) before a trade show can help save your team valuable time at the event. This way, you’ll be able to engage with booth attendees, media contacts and other prospects in real time. After all, face-to-face interactions are extremely valuable nowadays, especially at events like industry trade shows.
  8. Join in on conversations – It can be also beneficial to share a few live posts with pictures of your booth, staff and/or any samples you are serving up at the show to create real-time engagement with trade show attendees and anyone following along from home. Don’t be afraid to respond to or start conversations with current and prospective contacts as time allows. Engaging with attendees early and often can help increase your trade show marketing ROI.
  9. Evaluate and monitor results – When the trade show is over, continue interacting with current and potential contacts in order to keep the conversation going strong. Updating your social media channels regularly can help your company maintain top of mind awareness for its brand and products.
  10. Implement an integrated marketing communications plan – When implemented as part of an integrated marketing communications plan, B2B social media marketing can help build awareness and visibility by providing another platform through which you can engage with your target audience. Nevertheless, it’s only one of many important trade show marketing tactics that can help drive B2B decision makers.

Apply these tips to your overall marketing plan and soon your team will be on its way to building a successful social media presence at food industry trade shows. For more information on trade show best practices, download our report.

Tips for Following Up After a Food Industry Trade Show

80% of non-routine sales occur after at least five follow-ups.

Trade shows provide an opportunity for food ingredient companies to reach new prospects, connect with current customers and stay up to date on the latest trends and industry developments. Yet, there is a lot of work that goes into exhibiting at a trade show – and it’s not over the second the trade show floor closes.

To truly leverage your time and resources, it is important to follow up early and often. The following steps can help you maintain top of mind awareness with trade show attendees after the event.

  1. Follow up – Follow up with prospects right away while your brand and conversations are still top of mind. Reaching out to current/potential customers and media contacts in a timely manner can help separate your company from your competition, which in turn can increase your chances of finalizing a deal.
  2. Keep your brand top of mind – Most sales aren’t made until the fourth contact or later. While you don’t want to appear desperate, persistency can help set you apart from others in the industry and increase your chances of closing a sale. After the show, consider sending follow-up emails to discuss what you showcased at the show and any other topics that may be of interest to current and potential customers. This can help you stay visible while offering opportunities to request samples, schedule presentations/meetings or contact your staff directly.
  3. Prepare for your next trade show – As soon as you wrap things up, start thinking about your next event and how you can apply what you learned from the last conference to your next food industry trade show. Remember, choosing to exhibit at a food industry trade show requires a lot of time, energy and resources, so it’s important to begin preparing early in order to get a satisfactory return on your investments.

Trade show marketing is just one of many tactics your company can – and should – incorporate into its integrated marketing communications plan. By preparing in advance and engaging attendees at the show, as well as following up early and often after the event, you can make the most out of your trade show investments. For more information about developing a clear integrated strategy for trade show marketing, please contact us.

Top Four Grocery Trends Driving the Food and Beverage Industry in 2018

Grocery Trends

We continue our consumer trends blog series with a high-level look at the fundamental shifts that are taking place in grocery retail and how food and beverage manufacturers can capitalize on these changes.

Today’s consumers have a multitude of options to choose from when it comes to purchasing groceries. Most shoppers (76%) buy groceries more than once a week, often to get fresh food, including produce and deli-prepared meals. While most sales still take place in traditional brick-and-mortar stores, retailers now offer grocery delivery and online services through programs like Amazon Fresh and Blue Apron. As the industry continues to evolve, it is important for food and beverage manufacturers to adapt to the following trends if they wish to compete effectively and sell their products via grocery retailers.

Tech-Savvy Shoppers and Aging Populations

Amazon’s acquisition of Whole Foods for $13.7 billion—a deal that sent shock waves across the entire grocery industry—was arguably one of the most significant changes of 2017. Immediately following the acquisition, the electronic commerce and cloud computing company began making major changes at Whole Foods. Such changes include cutting costs, selling Amazon’s tech brands in stores and internal restructuring, according to an article by Business Insider.

In order to keep pace, it is important for food and beverage manufacturers to recognize their products’ place among these new innovations. By identifying ways to capitalize on the needs of tech-savvy generations and older populations who may have a harder time navigating store aisles, food and beverage manufacturers will be more likely to increase their reach and drive sales for their products. One way to do so is by selling their products online.

Home Delivery

As time-starved consumers and older generations increasingly seek out opportunities for more convenience, they are finding innovative ways to bring the grocery aisles to their doorsteps. In the United States, online grocery sales are expected to reach $41.7 billion by 2022, according to a 2017 report from report from Packaged Facts. This makes it easier for supermarket retailers to free up shelf space for more “exciting” products like fresh, exotic or artisan foods.

Of course, there are also barriers to online grocery shopping. For example, 69 percent of consumers say they are concerned about product freshness, while 62 percent express concern with overall quality. The longer a product stays fresh, the more likely it can be sold online, which places added pressure on food and beverage manufacturers as they seek to increase the shelf life of their products. Through natural sources, such as enzymes and vinegar-based solutions, food and beverage manufacturers can increase the shelf life of their products while meeting demands for natural, simplified ingredients.

Eating Out, At Home

In addition to buying groceries online, many Americans are eating out less and citing cost as the primary reason, according to a Reuters/Ipsos poll. But Americans aren’t the only consumers staying home. In a 2016 survey by The Nielsen Company, nearly two-thirds of global respondents said they follow a diet that limits their consumption of certain foods, with higher rates in Africa and the Middle East (84%) and the Asia-Pacific region (72%). With an increased focus on health and wellness and an aging population, more educated and connected consumers around the world are adopting “back-to-basics” mindsets. Often times, this means eating at home in order to avoid artificial ingredients, hormones, antibiotics or genetically modified organisms because less than half of today’s consumers feel their needs are being met by current product offerings. Food and beverage manufacturers have an opportunity to better serve consumers by delivering products to grocery stores and other retailers that are free from unwanted ingredients.

Changing Lifestyles

While the recent shift in dining out is typically associated with economic recessions, economists say it signals a change in consumer lifestyles, particularly among aging millennials. As the nation’s largest living generation, millennials (individuals born between 1980 and the early 2000s) are an important audience for food and beverage manufacturers. In addition to seeking out more convenient food and beverage options that match their busy lifestyles, aging millennials are choosing to spend their money on home cooked meals rather than eating out. When they do dine out, millennials appear to be spending more per restaurant, treating the task as more of an experience rather than simply a means to consume. As millennials become more conservative with their money, food and beverage manufacturers have an opportunity to capitalize on the demand for products that bring indulgent experiences close to home by selling these items to grocery retailers.

Moving forward, it is important for food and beverage manufacturers to understand the fundamental shifts that are taking place in grocery retail and how today’s consumers are driving these changes. By recognizing the growing demand for more healthful products and indulgent experiences, and providing grocery retailers with products that help them deliver on these demands, food and beverage manufacturers will be able to compete more effectively in 2018.

Super Bowl Sunday: A Game Changer for U.S. Food and Beverage Brands

The National Football League championship game is right around the corner. While football fans everywhere are gearing up for the big day, we are eagerly awaiting the release of the most high-profile television commercials, also known as the Super Bowl ads. As food ingredient marketers, we have a vested interest in the marketing communications used by consumer brands to reach large demographics. Plus, we love great advertising! That’s why our team is coming together this Sunday to watch the Super Bowl and discuss our thoughts on the ads—and you can bet there will be plenty of food. (Check back next week for a list of our favorite 2018 Super Bowl ads.)

Super Bowl Viewership

With an average audience of 113.7 million people and 70 percent of all U.S. households tuning in each year, the Super Bowl is the most watched U.S. television broadcast. The game also creates an opportunity for food and beverage brands to engage with consumers online. Last year, 48.3 million Americans engaged in more than 190 million social media interactions across Facebook and Twitter, according to a 2017 report by Nielsen. With nearly 80 percent of consumers engaged in social media while watching the Super Bowl, food and beverage brands have an opportunity to compete effectively—and perhaps go viral—by advertising during the biggest game of the year. *

With this in mind, Twitter is taking steps to become the top social media destination for the Super Bowl. The online news and social networking platform is creating the first-ever #BrandBowl as a place for advertisers and users to come together and discuss Super Bowl ads. Twitter will even hand out awards to the brands who generate the highest velocity of Tweets-per-minute and most retweets on a single Tweet, as well as the brand that drives the highest percentage of conversation without a national TV spot.

Picture of pizza and wings

Food and Beverage Consumption

Of course, as food and beverage consumers, we also have a sweet spot for the amount of food and beverages that are consumed on Super Bowl Sunday. Forbes prefaced it best in a recent article when they said, “The Super Bowl is to the food industry what Christmas is to retailers.” According to the U.S. Department of Agriculture, the Super Bowl is the second largest U.S. food consumption day, surpassed only by Thanksgiving. While the Super Bowl doesn’t have an official “food item” like Thanksgiving’s obligatory turkey, there are a few front-runners:

  • Chicken wings – The National Chicken Council estimates that Americans will eat 1.33 billion chicken wings—up two percent (or 30 million chicken wings) from 2017.
  • Pizza – RetailMeNot.com predicts that Americans will buy 12.5 million pizzas, with an average order cost of $26.45.
  • Beer – More than 51.7 million cases of beer are sold every year on Super Bowl Sunday, according to Fox News.

What food and beverage products are on your 2018 Super Bowl menu, and what food ingredients does your company offer to help manufacturers meet demands for these products? You can bet pizza and wings are at the top of our list and will make an appearance at our Super Bowl watch party. Comment below to share your thoughts.

*It is important for food and beverage brands to understand the Super Bowl trademark rules before using the name in any context with their brand.

B2B Food Ingredient Marketing Strategies for Social Media

Understanding the differences between social media platforms can help you share content that reaches your target audience and maximizes your marketing efforts. Learn more >>

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