Nutrition Marketing That Isn’t so “Konfusing”

Help your consumers negotiate constantly changing food trends — they’ll be able to relax while you reap the profits.

People are straight up confused about food. What to eat, how much, when, etc. As a food brand, maybe you see this as a good thing. After all, all this confusion.

  • Makes people think there’s something magic out there — something that will help them suddenly lose all that weight they’re carrying around for instance.
  • Creates constant trial — oh, there’s something new, oh wait, there’s something newer — again, looking for that magic.
  • Paves the way for innovation — why sell the same old thing when you can gin up a brand new variety?

But on the other hand, would helping people get un-confused about food make for an even greater competitive advantage? That’s what Danone was clearly betting on with this pop-up restaurant stunt chronicled by The Drum’s Senior Reporter, Creative & Video, Katie Deighton.

Dubbed The Konfusion Kitchen — this actual Copenhagen restaurant highlighted the current state of nutritional zaniness going on, apparently, all over the world. Or as Ms. Deighton put it, “Rigged with hidden cameras and a company of actors, an undercover film of Danone’s pop-up restaurant – the ‘Konfusion Kitchen’ – highlights the current absurdity of ever-changing healthy food trends.”

Katie continues, “Customers are presented with food such as an ostrich egg slowly cooking under an infrared light, before this is whisked away as the menu changes once again. The process continues (at one point the eatery turns into a ‘Kombucha Rave’) until the waiter reveals to the diners that they are, in fact, the subjects of an advertising experiment.”

Once you see the video, it’s pretty easy to assume these must be actors — after all, the whole thing is played with such absurdity, who’d believe it. Still, maybe they were real, and maybe they went along with it all because, today, who’s really surprised at the speed with which miracle trend X is swept away by miracle trend Y.

Y — I mean, why, indeed. Why are we jerking people around when we’d do better by helping them? At least this current trend is good for any brand with a simpler story to tell, as Danone proved here.

But you don’t have to have a product as simple as yogurt to gain loyalty by helping consumers get over their food confusion. You can take any or all of these steps:

  • First, simply acknowledge how confusing food can be today.
  • Ask consumers to think about their goals before jumping into any new way of eating — create a quiz that helps people figure out what that goal really is.
  • Demonstrate how your product(s) fit into various ways of eating — how can you help people reach their goals?
  • Create an off-ramp program, one that includes your products and allows people to transition to a more sustainable way of eating after the goal has been reached.

There you go. And you can read the entire Danone article here.

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

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