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 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.

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 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. [...]

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! [...]

Nutrition Marketing That Maximizes Opportunity

Just about every food brand uses Amazon, demos and social media — but are you using each to its best advantage? Maybe not. Here’s a video with some thoughts — have a look and win more loyal consumers.

Video Transcript: Hey, it's Eric. Interesting story from a conversation with a perspective client the other day, they were bemoaning the fact that Amazon is not the best place to make money for some people. The margins are thin, it's not really a great place for revenue, but we talked about the idea that it's a great place for review. If you can build a whole bunch of great reviews on Amazon, you can use those to build a case with new retailers and open up more distribution, open up more doors. So I got to thinking, what [...]

Nutrition Marketing That’s “For” Not “To”

We all want to sell, but in the excitement to get people to buy your product, you might be missing the best way to get people to want your brand — speaking on behalf of their higher order emotional problems. Have a look at this video and see how these thoughts might apply to your brand.

Video Transcript: Hey, it's Eric! So today I want to cover something that I call the difference between “talking to your consumer” and “speaking for your consumer.” Now, talking to your consumer is telling them stuff that you think they want because it's hot. And I'm talking about the non-GMO, the gluten-free, all the free from nonsense. I know this stuff is important, but I call it nonsense because no one's really making sense of it for people. I mean let's think about the deeper emotions that go along with wanting these sorts of things. Let's talk about [...]

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, [...]

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. [...]