Marketing Real Food Nutrition Builds Packaged Food Brands

Help confused consumers feel more comfortable with cooking and meal prep and watch them become endeared to your brand.

My wife is a personal chef. This woman KNOWS how to cook. So naturally, she has a hard time understanding why people struggle so much with the question, “What’s for dinner?” And, as I’m sure you know, “What’s for breakfast/lunch?” is every bit as difficult.

No wonder your brand is likely booming, as is packaged food in general. Yet, at the same time, the category is an easy target for criticism as consumers are told to eat real food, which says to an already confused consumer, “Pack your bags folks, we’re going on a guilt trip!”

But there’s a win/win opportunity here. Win over more consumers by helping them win the battle of cooking and food prep.

We’ll use the reasonably-easy-to-follow strategies my resident chef has taught me (with reasonable success) as a guide. Why?

  • When you use every touch point to sell your product, you become easily replaced every time your competitor goes on sale. Offer value and you become, well, valuable.
  • You create super sticky content for your site.
  • They don’t call it thought leadership because it’s for followers. It’s another great chance to lead.

We’ll start really simple and get more complicated in later articles.

  1. Forget about anything fancy. Think single ingredients that can be combined on a plate — I call them “mono-meals” — we’ll stick with meat, fish, veggies and tubers
  2. Make a list of your favorite vegetables, tubers (potatoes/turnips, etc.) ground meats and fish — go shop
  3. Collect several sturdy baking sheets, parchment paper, olive oil and a meat thermometer
  4. Forget the cooktop, we’re making everything in the oven — set it for 400º — convection if you got it
  5. Separate your vegetables and tubers into similar densities and cut them into equal-sized pieces — toss in a large bowl with oil, salt & pepper, lay them out on your parchment-covered baking sheets — remember, tubers go with tubers, etc. Don’t mix them all up or nothing will get cooked evenly
  6. Create patties or balls from your ground meats and sheet them up as well, place fish filets on a separate baking sheet and drizzle with oil — everything gets parchment underneath for more even cooking, no sticking and easier clean up
  7. A couple sheets at a time, start roasting. Ground meats need 10-12 minutes or so. Poke them with the thermometer and make sure they hit around 150º. For less-dense vegetables, start with 10 minutes and add time as needed, until they’re nice and brown. Fish fillets need 6-8 minutes
  8. Place your finished items together by type in storage containers and tuck them into the fridge. At meal time, build a plate, heat in the microwave, round out the meal with a simple salad, some nuts and/or seeds and breads (if desired) and of course, your products and enjoy having one less nutritional trauma on your mind

Be digestible. And thanks.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD
By | 2019-02-12T23:40:04+00:00 October 6th, 2017|Branding, Digital, General, Packaging, Trends|3 Comments

3 Comments

  1. […] people cook at home by utilizing incredibly simple “mono-meals.” See my article, “Marketing Real Food Nutrition Builds Packaged Food Brands” for a step-by-step, nearly foolproof […]

  2. […] Opportunity #2: Cooking sucks for most people. So why couldn’t you go outside your product and help it suck less. First, acknowledge the struggle. Next, give people some super easy ways to prepare the makings of meals. Feel free to rip off the suggestions here. […]

  3. […] Help people undo their guilt over cooking — using Züpa Noma as an example, say, “Cooking is just plain hard. You wish every meal could be as easy as sipping an incredibly great tasting, super-healthy Züpa Noma? Well, crack open your favorite flavor of ZN and follow along as we teach you how to create a whole refrigerator full of food without following a single recipe. (The advice could follow my “monomeal” approach outlined here). […]

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