Nutrition Marketing That Wins by Zagging

Your brand has so many competitors — but you can beat them all by finding a point of difference that leads to a story that leads to repetition and differentiation.

Plant-based foods are all the rage — especially burgers. Why? Because everyone loves a burger, and vegetarians and vegans feel super left out when all their buddies are mowing away while the plant eaters are relegated to, what, a salad? Double burger without the burger?

And the plant-based burger was born. And what’s the holy grail of the plant-based burger? You got it, the plant-based burger that’s just like a beef burger!

Enter Good Seed Burgers. They’re apparently pretty good — but a look at their store locator says, they’re pretty darn small. Why? Maybe they don’t really truly stand out, because while their origin story is nice, it’s not exactly pointing out a difference, nor is it an advocacy position for the consumer.

I’m going to go ahead and offer a possible solution, gratis, because, well, you know — there’s no shortage of ideas.

It came to me as I read this interview. In it, the founders point out they don’t really aspire to a meaty taste because doing that messes with the texture — plus their customers aren’t really out to emulate the beef experience, they just want something great.

Great! The makings of a story are right there in that thought. While Beyond Meat and nearly everyone else is trying to duplicate a beef burger, Good Seed could position itself as a better burger, because of what they’re not doing.

They could say, “While the others try to be meat, we just try to be better.”

Of course, there’s a whole story that would follow that up, but what would this strategy do for Good Seed?

  • It would differentiate — buyers are looking for brands they don’t already have on their shelves. This idea definitely creates a sales story, since Good Seed wouldn’t be a meat replacement, just a better burger.
  • It would create consumer advocacy. I’m betting a ton of people don’t eat meat because they don’t want to eat meat — so why the heck would they want to be constantly reminded they’re eating something that’s meat-like? Screw that. Give me something that’s nothing like meat, but better!
  • It would create animal advocacy. What’s the best way to get away from our problems with eating animals? Stop making products that mimic them, then let people down, inviting them to go back to eating animals.
  • It would point out all the creepy stuff that might be going on with other brands attempting to create a more meat-like experience. Come on, the closer a plant comes to tasting like an animal, the more weird-ass food science is likely to be involved. Good Seed could be the Good Guy that helps people understand and get away from that.

Make sense?

Use this example as fodder when you’re looking to take your brand’s story to the next level — 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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