Simple Mills makes crackers, cookies, bake mixes and frosting. It’s a super-tidy looking brand with a story that’s, sorry, a little bland — but with an absolutely golden gem of an un-maximized opportunity. See if you can spot it in this first paragraph:
“Simple Mills enriches lives and bodies through simple, delicious, real foods. We strive to make healthful choices easy by offering food that tastes great in the moment and nourishes your body for the long-term.”
Three words, I think, could thrust a fist-in-the-air on behalf of the consumer that makes, not only a great story, but also gives the brand an anchor for every piece of communication.
“…in the moment…”
This idea is so genius — it elegantly (and too politely if you ask me) represents the thing that makes so many of us fail so often with food. It’s the whole reason “Nutritious Meets Delicious” is such an overused idea in food today. And that’s what I love about it — it doesn’t use those three hackneyed words. It uses three others that could be ratcheted up to make this brand stand for something I don’t think it does today.
“In the moment” could be used to engage with — and really help — consumers with the food struggles that happen every day. They could say something like:
“How many times a day do you have to choose? This food over that. And how many times do you beat yourself up for making the wrong choice? The one that felt so right in the moment, but only FOR a moment.”
Of course, the copy would go on — it could actually be picked up from what they’re saying now. Because they started off with a bang.
What’s so great about this idea?
- It’s true — Google “eating right in the moment” and you’ll find 74 million results. “Eat this not that” has made a fortune off the idea, but even that iconic brand hasn’t captured what Simple Mills has — being in a situation in which you don’t have a book or article to count on. You have to make a split-second decision, in the moment.
- It’s got legs. Just imagine if Simple Mills was the brand that helps you in the moment — and not only to decide between their products and something else. They could be the ones that encourage everyone to make that moment count.
- It’s marketable, everywhere. On the pack, on the shelf, at demos and events, through social media, this idea could be expressed, which makes it ownable and differentiating.
So what’s your hidden gem? What’s the one thing you might be glossing over that could make you famous if you put that idea up on a pedestal?
Yeah, it’s simple. But it works.
There you go — and if you’re still not sure what to do, let’s chat.
Be digestible. And thanks.