Marketing Nutrition by Playing the Hits with Heart

Quinn is setting out to do a lot of the same things you are. So why do they seem so fresh?

Crafting a unique story for a nutrition brand can be tricky. Not because you don’t have a story to tell, but because there’s a very good chance that a thousand other brands are already saying exactly what you want to say.

“We’re reimagining food.”

“Something was wrong with the industry, so we fixed it.”

“We work WITH the farmers. Look, see the farms?!”

“We only use ___ ingredients. That makes us SIMPLE. And that means we’re better.”

Sound familiar?

Fortunately, you can play the hits and still make your product seem unique. Take a look at Quinn, a snack company that has made it their goal to “reimagine” snacks like microwave popcorn, with “simple” ingredients and an emphasis on transparent farming practices. Is their story lightyears ahead of everyone else’s? Not really. But their packaging does a tasteful job of making the same talking points feel personal.

Wanna take a closer look?

This is what the front of Quinn’s Aged Parmesan & Rosemary Popcorn looks like. Nice right? The friendly, illustrative design says “simple” and “fresh-off-the-farm” without beating you over the head with it. Quinn wants to let you know they’ve cut out the scary stuff, but they do so by calling out what they’ve added – the “pure pop” bag – their big, little innovation that sets them apart from competitors on their aisle. Who knew that the bag was a problem? Quinn did, and now so does everyone else.

Just four simple ingredients? Check. No preservatives or other stuff that people don’t need to be eating? Check. Brief story about what we saw wrong and how we’re fixing it? Check.

The hits are there, but there’s a spin. Turns out, Quinn is the founder’s son, and her inspiration for making her favorite childhood snack less scary for kids to eat. This message immediately identifies the target market (parents) and provides a heartfelt reason why this product exists, other than “there was an opportunity for healthier popcorn.” If the story hits home with you, it will probably hit home with consumers as well.

A few bonus things I love:

This package educates. To add the flavoring, you have to mix it yourself. “Why?” a confused consumer may ask. Quinn (the company, not the child) rationalizes that the process can be fun and allows them to use better (and better tasting) ingredients. This slight inconvenience is suddenly viewed as a fun cooking experience you can share with your kids.

The pure pop bag callout is a nice touch as well. It’s a problem that most people haven’t thought about, but they address the issue in a succinct way that doesn’t seem too preachy.

At the end of the day, many of us have the same goals in mind. But, by putting just a small personal spin on those goals, you can make your part of the food revolution feel just a tad more fresh than the next guy.

Be digestible. And thanks.

Email me at eric@thedigestiblebrand.com if you’d like a copy of my guide that outlines the steps brand new and established brands can use (or not use) to succeed while others just keep right on slugging it out with the guy next to them on the shelf.

Eric Kiker: Speaker

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

Agency Principal/LRXD
By | 2018-08-22T03:09:18+00:00 August 13th, 2018|Brand Positioning, Branding, Marketing, Packaging|0 Comments

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