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 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 Gets Personal

Consumers really want to know there’s a person behind the brand. How are you doing that? Can you do that? People don’t like corporations, so how can you not look like one?

Transcription: Hey. It's Eric with the new and improved 30 Second Marketing Snack. One brand and one thing that makes them digestible. Today I'm featuring Ithaca Craft Hummus. This brand tastes amazing. The new design, as you can see, is really beautiful. But what I love about it is right there. Chris owned. As long as they stick with that, people are always going to know no matter how big they get, there's a person behind this brand, not a corporation. That's what people want. Be digestible, like Ithaca. Thanks.

By | 2019-07-09T19:37:42+00:00 July 1st, 2019|General, Influencers, Marketing, Packaging, Social Media|0 Comments

Nutrition Marketing from The Soul of The Brand

You have a great story for consumers, you just have to dig for it sometimes. Look at what Made Coffee is doing. How can you create a tie between your brand and a unique reason for being?

Transcription:  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 Made Coffee. I mean it's beautiful design, but what I love about these guys is the story. We're from Florida so why the heck are we drinking scorching coffee? So let's make it cold. I want to see them lean into that more, especially with the whole bean product. Show me how to drink it cold and really enjoy it. So be digestible like Made, and thanks.

By | 2019-07-01T21:10:33+00:00 June 24th, 2019|Branding, Influencers, Marketing, Packaging|0 Comments

Grass-Fed Nutrition Marketing

Plant-based “meats” are all the rage — but guess what — grass-fed beef, pastured chicken and other humanely-raised animals are good for us and the planet. If you’re one of these brands, you need to be talking about it, like Country Archer does.

Video Transcript: Hey, it's Eric with The Digestible Brand and the new and improved 30 Second Marketing Snack. One brand, one thing they're doing that makes them digestible. Today, we're featuring Country Archer Beef Jerky. You see that right there? 100% grass-fed beef. Better for you, better for the animals, better for the planet. While these new plant-based meats are trying to help solve this problem, guys like Country Archer, The New Primal, they are too. Listen, be digestible like these guys and thanks.

Nutrition Marketing That Slows down to Move Faster

I know, you’re going a million miles an hour, trying to build your food brand; trying to beat competitors to the punch. But so are they — and they’re missing things. So in this edition of #thethirtysecondmarketingsnack, I want to spend half a minute talking about that. Slow down, move faster and win.

Video Transcript: Hey, it's Eric with the 30 Second Marketing Snack, one tip to help your brand grow. Today we're featuring UnReal. All right. Slow down to move faster. Think about all the things your competitors are moving too fast to ever do, like building the ultimate retailer support program, getting to know your consumers better like I've talked about, finding a deeper, emotional way to tell your story. Do all that. Slow down a little bit, man, and you will win. All right. Be digestible, and thanks.

Nutrition Marketing to Skratch the Guilt-Free Snack

Lots of us talk about our products being a “guilt-free” snack. But come on, people have bigger problems than that. In this edition of #thethirtysecondmarketingsnack I’ll provide some inspiration for talking about those higher order emotional benefits you can provide. Do it. You’ll gain loyalty. Besides, you won’t be saying what everyone else is saying — differentiation!

Video Transcript: Hey, it's Eric with the 30 second marketing snack. One tip to help your brand grow. Today we're featuring skratch. Listen, your consumers have bigger problems than needing a guilt-free snack. They're overweight. They can't sleep. They don't move very well. Some of them can't even poop, okay? You need to figure out which of those higher order life problems your brand could best solve. Even if you have to go beyond the product, and you should, and talk about that all the time. It's way better. All right. Be digestible. Mm, and thanks. [...]