Mistress Launches ‘United By Flavor’ Manifesto in First Work for Qdoba

Los Angeles independent agency Mistress launched its first work for Qdoba after being named creative agency of record for the brand back this past summer.

The animated manifesto “United by Flavor” delivers a message of unity and diversity, while also highlighting the fast casual chain’s dedication to fresh flavors, centered around the Qdoba Luchadors.

“We live in a world where everyone is different and we love it” the voiceover begins, adding that “some are extra spicy” while “others are mild.” The ad then pivots to a celebration of Qdoba’s fresh guacamole, three cheese queso, in-house pickled jalapeños and fresh fajita veggies.

While the Luchador personification of flavors can be off-putting at times, the spot does connect the brand to a broader message while also acting to celebrate brand differentiating ingredients and approaches.

from Agency Spy: http://www.adweek.com/agencyspy/mistress-launches-united-by-flavor-manifesto-in-first-work-for-qdoba/139988


Allrecipes.com mixes in AmazonFresh ordering and delivery

Meredith Corp. brand Allrecipes.com will now include AmazonFresh as a featured retailer within the site’s recipes, allowing consumers to click to buy a recipe’s ingredients and have them delivered the same day, according to a press release. The recipe sites claims to be one of the first major food brands to partner with AmazonFresh in this way.

Cooks who select the AmazonFresh option can send all of the ingredients for a recipe to an AmazonFresh shopping cart where they will find product and pricing information. Allrecipes will curate the brands selected for each recipe ingredient, which users can change.

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The partnership brings Allrecipes into e-commerce, an area which Nielsen predicts will drive more than 90% of sales growth for CPG companies over the next three years. Consumers that browse Allrecipes regularly are 33% more likely to use online grocery services than those who don’t visit Allrecipes, per the release.

Dive Insight:

This partnership will likely benefit both companies: AmazonFresh gets access to Allrecipes’ engaged user base of 80 million, and Allrecipes gets to provide added convenience to its users while bringing the brand into the e-commerce space. Allrecipes previously incorporated grocery shopping functionality, including geo-targeted offers from retailers, but the AmazonFresh integration takes place at a deeper level.

The Meredith Corp. brand that sees 1.5 billion annual visits online aims to save consumers time with the new grocery shopping functionality through AmazonFresh, as the average American consumer spends 53 hours grocery shopping over the course of a year, per the release.

As the grocery industry continues to buzz about Amazon’s latest moves, Fresh delivery service is quietly — and surprisingly, to some — cutting back its services in some states at the end of November. This comes just as Allrecipes announced the Fresh integration on its site, which may signal that Amazon is looking to reorganize the program in light of Fresh’s slow growth and its Whole Foods acquisition.

Read more at Marketing Dive: https://www.marketingdive.com/news/allrecipescom-mixes-in-amazonfresh-ordering-and-delivery/511189/

KFC’s $10K ‘internet escape pod’ wards off Cyber Monday madness

KFC is selling an “internet escape pod” to help people find sanctuary from the madness of Cyber Monday shopping. They’re available on the brand’s e-commerce website, KFC Ltd., and cost $10,000 — a price discounted, in the spirit of the sales day, from $96,485.34, the brand said.

The dome-shape pod is constructed of steel and stainless steel mesh, with dimensions of 7′ x 7′ x 6′ 6″. It’s straddled by a representation of brand icon Colonel Sanders that’s made of 8-pound high-density architectural foam and enamel paint. Assembly and installation service is included in the price.

The product description suggests that the pod will genuinely be able to block outside signals trying to reach smartphones or other devices, although the brand can’t guarantee it’s a fool-proof solution. “In case you haven’t noticed, our specialty is fried chicken, not internet-blocking cages,” the product description reads.

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Dive Insight: 

While the $10,000 price tag is steep, this isn’t KFC’s first foray into e-commerce offerings that fall a little outside the brand’s typical budget range. In July, with the launch of KFC Ltd., it sold a single, 400-year-old meteorite carved to look like its Zinger sandwich for $20,000.

Just as that item helped drum up early interest for KFC Ltd., the internet escape pod does a clever job of poking fun at the often overwhelming nature of Cyber Monday, which has quickly won over the attention and spending of deal-hunters who want to avoid the brick-and-mortar chaos of its sister sales day, Black Friday. KFC, while ribbing Cyber Monday madness by taking people back to the days without the internet, is also capitalizing on it by offering a ‘discount’ and selling the pod exclusively online.

Beyond these pointedly gimmicky items, KFC Ltd. also offers more affordable branded merchandise like T-shirts and sweatshirts. It’s not the only marketer in the quick-serve or food category that’s eyed this strategy to generate extra revenue from dedicated fans who want to rep their favorite brand.

Taco Bell, which, like KFC, is owned by Yum Brands, recently launched a clothing line in partnership with the fast-fashion retailer Forever 21. Around this time last year, Frito-Lay’s Cheetos also introduced a holiday catalogthat included hot pants, lounge chairs and even a $20,000 piece of jewelry.

With its latest play, KFC continues a run of quirky marketing efforts this year that’s included turning Col. Sanders into the lead in a romance novella for Mother’s Day and making the mascot a playable character in the “WWE 2K18” video game.

from Marketing Dive: https://www.marketingdive.com/news/kfcs-10k-internet-escape-pod-wards-off-cyber-monday-madness/511188/

How will brands cater to the rise of foodie-fitness trends?

By name and by nature, food is a cornerstone of our culture. Team lunch is more than a daily occurrence to refuel. It’s pleasure and nourishment, it’s about sharing, experimentation and most importantly, taking a break from our desks to feed the body and mind. And we’re not alone in our respect of food.

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‘Mindful eating’ is just one example of the impressive rise of foodie-fitness trends engulfing society. Wherever we look, the latest raw recipes and flexitarian alternatives are flooding our news feeds. At the beginning of the year, figures from IRI reported a whopping rise in sales for popular health foods including avocados, almond milk, coconut water and smoothies. Astonishingly, we Brits spent a total of £62m on almond milk (up 32% on 2015) and £187m on avocados in 2016.

There’s a significant shift in thinking and consumer demand shows we’re considering our diet more seriously, and with heightened enthusiasm. Food brands are also taking note, with healthier messaging leading large-scale ad campaigns and sponsored content dominating lifestyle magazines. Many credit this trend to the influence of fitness gurus, bloggers, vloggers and Instagrammers who are inspiring consumers (particularly young consumers) to strive for a healthier lifestyle.

But this health focus runs deeper than bandwagon leaping onto the latest juice diet. Consumers are also thinking more consciously about the wider context of food, giving consideration to environmental and animal welfare issues. According to new figures from the Vegan Society, the number of vegans in the UK has risen 350% in the past ten years, with 42% aged 15 – 34. The popularity of well-produced health documentaries (many from Netflix) and consumer-led social content are thought to be the driving force.

And we’re experiencing the trends close to home. In a team of 19, we are vegans, vegetarians, flexitarians and no-sugar-eaters at lunchtime. As a result, our interest in how brands are engaging with this challenge has grown. Wagamama launched their vegan menu in October and Pizza Express turned heads back in June when they introduced vegan cheese. There are also reports that Nandos and McDonald’s will also be trialing plant-based additions in UK. Pret A Manger has experienced great success as one of the first to embrace vegan and vegetarian options, engaging consumers as ‘consultants’ in the process. Pret supported their menu expansion with a large ad campaign and the launch of dedicated veggie pop-up in Soho.

Read more at The Drum: http://www.thedrum.com/opinion/2017/11/16/how-will-brands-cater-the-rise-foodie-fitness-trends-0?utm_medium=NewsFeed&utm_source=Thalamus.co

Startups Boost The Prowess Of Nestlé’s ‘Digital Apostles’

Gerardo Mazzeo, global innovation director at Nestlé, believes FMCGs have no choice other than to embrace open innovation. Successful, established brands can either partner with the hottest startups with the most talented staff or find they have new, more agile competitors.

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We caught up with Mazzeo at the recent Festival of Marketing in London to talk about the company’s latest open innovation platform, HENRi, which just might help save the world from the blight of non-biodegradable plastic bottles.

Before moving on to his experience of working with startups and tips for those following in Nestlé’s footsteps, we started by asking why the company is so heavily geared towards open innovation for its future growth plans and how its new platform fits in with this strategy.

Mazzeo: HENRi means taking a new approach for us. It’s us setting challenges and asking the brightest, most exciting startups to put themselves forward as a partner that can help us find the solution to a problem we believe will make people’s lives better.

We already have a very successful programme in Silicon Valley that goes and scouts out the best ideas, the brightest talent, and the hot startups.

The other obvious new direction for us is that, if we’re running a request through HENRi, it’s a funded pilot. A team within Nestlé will get their request, and that means it’s already got $50,000 behind it—there’s no delay while we seek the money.

We’ve also got the NDA (Non-Disclosure Agreement) down to just two sheets of paper so we can start to act and think more like a startup. It shows how agile we’ve become as an organisation. In fact, HENRi was set up in just 150 days in July last year to celebrate our 150th anniversary.

Read the full interview on CMO.com:  http://www.cmo.com/interviews/articles/2017/11/13/startups-boost-the-prowess-of-nestles-digital-apostles.html#gs.Kn4=4Os