Based on a true story
Everybody loves a good story whether it’s about sourcing an exotic ingredient, the inspiration behind a small start-up or how a product fits into a craft tradition.
So what is the best way for a company to convey its craft image – and is this positioning limited to small start-ups?
Companies can use on-pack text, cues at the shelf or in marketing materials to tell consumers more about their product, its ingredients, production process or inspiration, says Jenny Zegler, global food and drink analyst.
“Marketing campaigns are one of the broadest ways that we see this happening as several companies have introduced transparency campaigns that give consumers a look into their farms, factories and other elements of the production process.
“This visual 'proof' helps to reassure consumers that regardless of a company’s size, they are creating products that live up to their claims or positioning – and, thus, are worth their personal investment.”
European trend status: Mainstreaming