Media Archives - The Digestible Brand

Nutrition Marketing with some Sweet Advice

Sell, sell, sell, sell, sell. That’s all consumers see from most food brands — but what if you took your foot off the gas a little? You’d show the consumer you have respect — and you’d show some confidence too. This Thirty Second Marketing Snack features Smart Sweets and some sweet advice from Bob Moore of Bob’s Red Mill.

Video Transcript: Hey, it's Eric with the 30 Second Marketing Snack: One Tip To Help Your Brand Grow. Today, we're featuring Smart Sweets! I heard a cool quote the other day from Bob Moore, founder of Bob's Red Mill. He said, "I don't sell products. I offer them." I just thought, "That is such awesome advice for all of us to follow." Instead of: Sell, sell, sell, sell, sell all the time, let's slow down, show our consumers some love and care, and it'll come back at us. So, be digestible ... Hey, little bear! And thanks, sweet! [...]

By Eric Kiker| 2019-05-14T23:06:11+00:00 May 13th, 2019|Brand Positioning, Digital, General, Marketing, Media, Packaging, Retail Support, Sampling, Social Media|0 Comments

Nutrition Marketing That Sings

What happens when food brands (or anyone) constantly sell? People not only resist, they never become truly loyal. But when you focus on delivering value instead, you can break through. Caution: food marketing rapping ahead!

Video Transcript: Hey, it’s Eric! And, I know it's another Monday and your LinkedIn is all filled up with people trying to sell you something; trying to tell you how to market your food brand for success, but at The Digestible Brand we do things a little bit differently. We believe that if we give away value, it will create long-term value for our brand and maybe we'll do business down the road together. So, we're more about information, maybe some education, some provocation, occasionally, but hopefully there's never any frustration. It kind of sounds like I'm rapping, [...]

By Eric Kiker| 2019-05-13T23:56:07+00:00 April 15th, 2019|Brand Positioning, Branding, Broadcast, Digital, Experiential, General, Influencers, Marketing, Media, Packaging, Public Relations, Retail Support, Social Media, Tradeshow, Trends, Video|0 Comments

Nutrition Marketing That Saves Dinner

Dinner is one of the biggest problems people face — but it’s not just for dinner brands to solve. Any food brand could help consumers get past this harrowing part of the day, to gain loyalty and preference. What could you learn from the latest dinner-solver, Suvie?

Meet Suvie, described by the website as, the “Smart WiFi Kitchen Robot Refrigerator and Cooker.” It’s pretty cool. You just preload in the morning with the makings of an entire meal for up to four people, tell it when you want to eat and Suvie does the rest, refrigerating and then cooking everything at the exact right time to deliver a perfect “5-star” meal when you get home. What? Huh? It’s a freaking miracle, right? What’s it cost? Well, as of this writing, they’re running a Kickstarter campaign and Suvie’s dinner-saving tech can be yours for the cool, buy-ahead [...]

By Eric Kiker| 2019-03-04T20:29:42+00:00 April 8th, 2019|Brand Positioning, Branding, Broadcast, Digital, Experiential, Influencers, Marketing, Media, Public Relations, Sampling, Social Media, Video|0 Comments

Out Of The Box Nutrition Marketing

What happens when you give a SnackNation box to a fairly savvy shopper and ask her, “What’s good and bad about this stuff?” You get insights, ideas and maybe a few laughs. But I’m biased, ‘cause the shopper is my wife, Linda.

Video Transcript: Eric: Hi, it's Eric! So, at The Digestible Brand our belief is, if you can reduce food confusion among your consumers you can gain loyalty and keep from being just like the guy next to you on the shelf, a commodity. So, today we're going to talk to a typical consumer who happens to be my wife, Linda, and she's gonna pull some things out of my SnackNation box that I brought home from the office. This is video two and so she's gonna look at some things that we didn't look at last time. Eric: [...]

By Eric Kiker| 2019-05-13T23:54:29+00:00 April 1st, 2019|Brand Positioning, Branding, Experiential, General, Influencers, Marketing, Media, Packaging, Research, Sampling, Social Media, Video|0 Comments

Nutrition Marketing For Real Consumers

What are your consumers loving and what’s confusing the crap out of them? I gave a SnackNation box to a special guest star to see what rang the bell and what fell flat. What can you steal from our mini-research session to make your brand smarter?

Video Transcript: Eric: Hey. It's Eric. At The Digestible Brand, our mantra is: if you can reduce food confusion, you can increase loyalty and avoid becoming the dreaded commodity. Today, we're going to do a little test with an actual consumer, my wife, Linda, and a SnackNation box that I just brought home from the office, and we're just going to see what she thinks. This is completely unrehearsed, and she's just going to grab some random products and give you her impressions. Okay? All right. Linda, what are you going to look at first? Linda: All right. [...]

By Eric Kiker| 2019-05-13T23:53:39+00:00 March 25th, 2019|Brand Positioning, Branding, Experiential, General, Influencers, Marketing, Media, Research, Retail Support, Sampling, Social Media, Trends, Video|0 Comments

Nutrition Marketing That Mashes it Up

Conagra’s CEO Recently Complained of Disappointing Innovation, but After Buying Pinnacle Foods, the Brand Has a Million “Mash-Up” Opportunities. How Can Your Brand, Big or Small, Use This Crazy-Cool Concept to Create Something New Without Going Back to the Drawing Board Every. Single. Time?

Video Transcript: Hi, it's Eric. At The Digestible Brand, we believe if you can reduce food confusion, you can increase loyalty and stop being a commodity. Now, on LinkedIn the other day I shared an article about how Conagra, which has bought Pinnacle Foods for $10.9 billion was closing Pinnacle's Boulder offices. Now, that's really kind of bad. But, within the article the president and CEO of Conagra, Mr. Sean Connolly, not Connery, was quoted as saying he was disappointed in the innovation efforts of Conagra. Mr. Connolly, not Connery, I would respectfully say you've already got innovation [...]

By Eric Kiker| 2019-05-13T23:52:13+00:00 March 11th, 2019|Brand Positioning, Branding, Broadcast, Digital, Experiential, General, Influencers, Marketing, Media, Packaging, Research, Retail Support, Video|0 Comments

Nutrition Marketing That Wins Through Trial

If your product is delicious and fits consumers’ lives, you’ve got to get it into their mouths. See how this Trial Pack from Enjoy Life Foods does it. Then, borrow a page from their book!

Video Transcript: So I wrote an article a while back about the power of the sample kit, and today I want to show you one that's a little bit different. It's a trial pack from Enjoy Life Foods. This cost me $15. Shipping was free, and I got a ton of stuff. I got ten products. Now if you know anything about Enjoy Life, you know that their whole thing is about being free of the top eight allergens which is a big deal for a lot of people. They do a great job throughout this piece of [...]

By Eric Kiker| 2019-05-13T23:51:30+00:00 March 4th, 2019|Brand Positioning, Branding, Broadcast, Digital, Experiential, General, Influencers, Marketing, Media, Packaging, Public Relations, Research, Retail Support, Sampling, Social Media, Tradeshow, Trends, Video|0 Comments

Nutrition Marketing That Gives a Cluck

You want to do more than talk about transparency? You want to really be honest with you consumers and convince them to be a part of your brand? You want to help them make better decisions about food in general, not just eat more of your products? Then take a page from the Vital Farms brand book. Actually, take the whole flockin’ thing.

Man, I’ve written so many articles about food brands — and every single time, I’m able to add some thoughts about what each one could do better to reduce food confusion. But the folks at Vital Farms may have just stumped me. They seem to be doing every single thing, right! I had a conversation with Dan Brooks, Director of Brand Communications and Design at Vital Farms. He told me, in the beginning, research proved people were confused about, “Cage-free,” “Free range” and “Pasture-raised.” According to Dan, “People thought these terms meant pretty much the same thing. When, in [...]

By Eric Kiker| 2019-02-25T15:45:36+00:00 February 25th, 2019|Brand Positioning, Branding, Broadcast, Digital, Experiential, General, Influencers, Marketing, Media, Packaging, Public Relations, Retail Support, Sampling, Social Media, Tradeshow, Video|0 Comments

How Do I Create More Effective Nutrition Marketing?

Marketing Nutrition to Confused Consumers

Consumers are confused enough about nutrition. Don’t let your packaging make the problem worse. What’s my proof this is a huge problem? All I have to do is visit a food brand trade show. For instance, during my most recent trip to the 800-pound gorilla in the food trade show world, Natural Products Expo West, I saw the same product over and over, in every aisle, in every category. I call this product, “Huh?” Of course, it wasn’t one product — but it seemed that way, thanks to the fact that, while the vast majority of exhibitors have gotten [...]

By Eric Kiker| 2019-02-12T23:37:56+00:00 February 18th, 2019|Brand Positioning, Branding, Broadcast, Digital, Experiential, General, Influencers, Marketing, Media, Packaging, Public Relations, Research, Retail Support, Sampling, Social Media, Tradeshow, Trends, Video|0 Comments

Nutrition Marketing that Does the Impossible

The Impossible Burger isn’t just plant-based meat, it’s new technology. Here’s how the brand is sacrificing mass-appeal for a bigger slice of the meatless-pie.

Last week, Impossible Foods debuted the second version of their plant-based “Impossible Burger” at CES 2019. That’s right. A food company at a tech conference. The context makes sense if you already know about Impossible Foods, a company dedicated to finding innovative ways to create meatless meat, that actually tastes like the real thing. Forget about robots and rollable TVs — the Impossible Burger 2.0 was the clear favorite at this year’s conference, stepping up their original recipe in both flavor and texture. So I’ve been wondering, is Impossible Burger actually making “food as technology” palatable for consumers? Right now, [...]

By Eric Kiker| 2019-02-12T23:37:57+00:00 February 11th, 2019|Brand Positioning, Branding, Experiential, Influencers, Marketing, Media, Packaging, Public Relations, Research, Retail Support, Social Media, Tradeshow, Trends|0 Comments