Nutrition Marketing That Wins Through A Kick-Ass Story

Get the story right, make it a fist-in-the-air pitch on behalf of your beliefs — and your consumers, and you’ll be able to make every tactic work harder, easier.

I talk about the story a lot. You might even wish I’d stop talking about it. But I’m just not gonna. Because in my experience and in my belief, the story is the most important thing you can create to get your marketing off on the right foot — and it keeps paying dividends, for the lifetime of your brand.

Why? What are the reasons you should put so much effort into the creation and crafting of your brand story?

  • A strong, ownable, defendable story gives you an identity right off the bat — sure, your logo and packaging do that too, but the story is as important if not more so.
  • The right story tells you and the rest of the world what and whom you’re fighting for. And if you don’t think that’s important in today’s cut throat CPG world, you might just end up headless.
  • A story gives everyone a script. With brand owners and managers tearing their hair out over all their people telling a different story about what the brand means, this is especially valuable.
  • Most importantly, once you have that amazing, one-of-a-kind story, you can use it to inform every marketing tactic you have. And if you think hearing the same message all the time will get boring for consumers, I have three words for you, “Just do it.”

You might have noticed, I’ve used a couple of pack shots from Teton Waters as an example in this piece. That’s because I think these guys do an especially amazing job of telling the story — and telling it in a way that’s not soft, wishy-washy, wallpaper paste or worst of all, forgettable.

Just look at the language they use — it’s gritty and fist-in-the-air. The copy is written on behalf of the animals and the people consuming the product. It’s easy to believe, these people really care about everything that goes into what they make.

So what are the advantages of this story for Teton Waters?

  • The copy hitchhikes on cultural trends in food — people are getting fed up with bad ingredients and brands that try to make things sound healthy when they’re not. This copy, without ever saying that, says that.
  • As powerful as it is, it’s not preachy — it’s not telling people what to do. It’s just saying, this is how we do things.
  • As I said before, they’ve taken this story and let it drive every piece of marketing. From the Website, to Instagram and (to a lesser, but appropriate extent) Facebook. All this makes the marketing, not only easier, but more effective.

There you go — and if you’re still not sure what to do, let’s chat.

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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