96% of people say they want to eat “healthy.” But, they’re actually baffled about what that really means.
People are confused when it comes to what to eat and why. So they bounce around from brand to brand and trend to trend. You will gain loyalty and get beyond impulse trial if you help them. And here’s where I come in. Yes, I’m a marketing guy with a full-service agency behind me (LRXD.com). Do I want you to hire me and us? Of course, and you should because we’re a bunch of brilliant, results-driven people. But instead of shouting, “choose me,” I’m gonna earn your trust by giving away everything I know about food marketing. So we can all win, starting with the people that need to win the most, your consumers.

Nutrition Marketing That Doesn’t Assume

We food people and marketing people understand a lot more about our products than consumers do. So it’s easy for us to gloss right over something that could give people a new reason to buy. What cool little tidbit could you tell people that would increase sales?

Hey it's Eric with The Thirty Second Marketing Snack, a highly digestible brand and a tip for making it even better. Oloves. I love the name, the package, the flavor, the cheeky attitude. I'd love to hear them say, "Hey, everybody knows olive oil is the best fat around but this right here is olive oil's mama, and it's a whole lot more fun to eat." So, be digestible like Oloves, and thanks.

Nutrition Marketing From The Golden Circle

Simon Sinek talks about finding your “why.” But it’s hard, so here’s a quick example I came up within 15 minutes. Think about this; talk it over with your team or just call me and I’ll help you with no expectations. And I’ve got 35 other people at my agency who’ll help too.

Hey, it's Eric. You know, I believe that we in the food biz tend to say a lot of the same kinds of things. We talk about taste. We talk about guilt free snacking. We talk about free from. I argue that if you could put some time into figuring out three core statements about your brand, your what, your how, and your why, and really dial those suckers in, you could blow the doors off of your competition and reach what I like to call brand love. So instead of some esoteric advice about this, I would [...]

Nutrition Marketing Anyone Can Afford

Long gone are the days of media being only affordable by bigger brands. Today’s tools help us be extra smart — and frugal. So have a look at this video and if you’d like some advice, my media department is small, nimble and world-class. We’ll chat it up with no expectations, as always.

Hey, it's Eric. I'm out here in the vastness of Colorado and naturally my mind wanders on over to geofenced retailer support programs. Not too long ago, a smaller brand could never think of running media unless they had a tremendous amount of distribution and ACV all around the country, or at least in a region. But now, the cool thing is our new tools, and if you can find somebody sophisticated enough to use them well, you can drop little digital neighborhoods even around individual retailers. That's why I call it ... I don't call it a [...]

By | 2019-09-04T19:41:52+00:00 September 2nd, 2019|Branding, Media, Retail Support, Social Media|0 Comments

Nutrition marketing that just seems more real

The natural channel is loaded with a mith brands (and more every day), promising all kinds of benefits. But I bet consumers will always go with the one that seems the most real. Check out how Honey Mama’s does it. What can you learn?

Hey, it's Eric with the Thirty Second Marketing Snack, a highly digestible brand and a tip for making it even more so. Honey Mama’s. You got to get a hold of some of this stuff man. Go to Sprouts, go online, but get it and eat of it. Now the tip, as they grow, and they will, I argue they can be even more earthy and soulful with this package. And they should because with all the tricky stuff going on in food today, real is the deal. Okay. So be digestible like Honey Mamas and thanks. [...]

Nutrition marketing that educates without the heavy hand

You can warn people against bad ingredients without scaring them or putting anyone else down. Like Quinn Snacks does. So want to be competitive without the grumpy tone? Apply what Quinn is doing to your brand.

Hey, it's Eric with the Thirty Second Marketing Snack. A highly digestible brand, and a tip for making it even better, Quinn's snacks. You know, a lot of snacks are made with GMO corn, and these guys are saying that's not good in a really friendly way. I'd love to see them say hey, “don't just cut things out of your diet because some blogger tells you to. Get a food sensitivity test and find out for real what your body really likes and what it doesn't.” Okay, be digestible, like Quinn, and thanks.

Nutrition marketing with more Rhythm

Every brand talks up the benefits of its product, but how about going beyond that one thing to a bigger idea? You’ll seem less like you’re selling and more like you’re helping. Here’s an example, featuring Rhythm Superfoods.

Hey, it's Eric with the Thirty Second Marketing Snack, a highly digestible brand and a tip for making it even more so, Rhythm Superfoods. These guys are making it so easy for people to get more fruits, vegetables, and fiber into their diets. I'd love to hear them say, "Hey, our snacks are amazing, but try roasting kale, carrots and beets and see how incredible they can be too." Okay, be digestible, like Rhythm and thanks.

Nutrition Marketing That Lets People Enjoy Life

Restriction doesn’t turn anyone on. So what can your brand promise that helps people eat better without feeling they’re sacrificing? See how Enjoy Life does it. Then apply the brilliance to your brand.

Hey, it's Eric with the Thirty Second Marketing Snack, a highly digestible brand and a tip for making it even more so. Enjoy Life. Hey, did you know there's an allergen-free publication out there called “Living Without?” Wow, man, way to make people feel sick and weird. But on the other hand, Enjoy Life says, "We're free from the top 14 allergens, which means you can eat freely." Hey, I'd love to hear them say, "We care so much about you, we'll even recommend brands that aren't our own that we think are the real deal." All right. [...]

Nutrition Marketing That Helps People Clean Things Up

80% of consumers say they’re confused about what to eat. Why not help them out and get yourself higher on the Kiker Scale of Meaningful Difference — from trial to preference to loyalty to BRAND LOVE. A great opportunity for Clean Cause, and you!

TRANSCRIPT: Hey, it's Eric with the Thirty Second Marketing Snack, a highly digestible brand, and a tip for making it even more so. Clean Cause, 50% of their profits go to drug and alcohol rehabilitation, amazing mission. I'd love to see them say, "Hey, we can help you clean up your diet, too, by showing you easy, delicious ways to add more fruit, vegetable, and fiber to your diet." That's it. Be digestible, like Clean Cause. Thanks.

Nutrition Marketing That Stands for Better

People are confused about what to eat — and what food brands are doing to help. Applegate makes it really clear with their “Humanely Raised” positioning. What are you doing to show your consumers what you stand for — and what’s in it for them?

Transcript: Hey, it's Eric with the Thirty Second Marketing Snack, one brand and one thing that makes it digestible. Today I'm featuring Applegate, and the reason is right there, humanely raised. A lot of us meat eaters are starting to care a whole lot more about how animals live their lives. And with the rise of plant-based, and some of the guilt tripping that's going along with it, I see a clear delineation coming between the guys that do it right, and the guys that do it wrong. So look, be digestible, like Applegate, and thanks. [...]

By | 2019-06-21T22:19:38+00:00 July 15th, 2019|Branding, Influencers, Marketing, Packaging|0 Comments

Nutrition Marketing That’s Just Plain Good

You know, sometimes about the only thing you need to say about a brand is, “Put this in your mouth.” It’s just that good. That’s the lesson I’m illustrating with Plotz Snacks. It’s not that complicated. So what are you doing to simplify things for your brand and your consumer?

Transcript: Hey, it's Eric with the new and improved Thirty Second Marketing Snack, one brand and one thing that makes them digestible. Today, I'm featuring Plotz!, funny name but man, a great product. Just six ingredients, really great taste. If there are any buyers out there watching, especially on the East Coast, you got to give these guys a shout. So be digestible like Plotz! and thanks

By | 2019-07-09T19:15:24+00:00 July 8th, 2019|Branding, Influencers, Marketing, Sampling|0 Comments