Nutrition Marketing That Creates a Good Culture

You’ve made (or remade) a food to be better, you’ve set a mission with which few if any could argue. You’re on the shelf — how to you stave off the inevitable competition and keep from being one of a number of “good” options in your set? Do what the other guys won’t — go beyond helping people through your one line. And reap loyalty.

I’d forgotten about cottage cheese, but when I re-realized this stuff could fill some holes in my protein game, I went looking and found, in my shiny-happy Whole Foods, good culture (lower case intentional), a new, better, bright light. And I gobbled it up.

good culture, while its lower case font wreaks havoc with my computer’s auto-correct, is really as the name says, “good.” Love the taste, the story, the peel off paper wrap that contains more info — pretty much everything. But since my thing is all about how food brands can increase loyalty by reducing food confusion, I want to devote this article to how this good brand could possibly achieve greatness.

So how could good culture go beyond, to reduce confusion and put up a wall between them and the guys who are already saying, “Hey, let’s make that too!”

  • Talk more about where the stuff comes from — the cows. Yeah, they’re free-roaming and grass fed. Great, but when I told a buddy about my upcoming article, she said, “Do they separate the calves from their mothers like every other dairy does?” Well, do they? It’s a big deal not too many people know about and it causes distress to mom and baby. If good culture doesn’t do this, it’s another great part of the story that could create distance from competitors.
  • Wave a banner for protein-carb balance. More than 60% of us are overweight. I attribute that sad fact to this: we don’t (or don’t know how to) balance protein and carbs. And yes, one big reason may be, carbs are cheaper than protein. But good culture, even at its premium price point, is fairly inexpensive. Why not talk about all the other less expensive protein sources out there — eggs, canned fish, Greek yogurt, beans, lentils, chickpeas and tofu are all cheap sources of protein — clueing people in would help the people and the brand.
  • On that same topic, show people how to make a balanced plate of food, featuring the product and beyond. good culture’s social pages are essentially all the same — pics of the brand being enjoyed. This is an incredibly budget-friendly place to talk about this expanded topic I’m suggesting. Mix it up, get some experts in there talking about the problem with protein-carb balance. Help people. And win.

Best of luck to a good brand. I know I’ll keep eating it no matter whether they follow my advice or not.

Think this article’s off-the-top ideas are remotely good? Think what we could do in a whole day. Email me at eric@thedigestiblebrand.com if you’d like a copy of my marketing tools one-pager (that’s actually three pages).

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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