- HoneyBaked Ham says its hams are better than home baked for holiday gatherings in humorous spot (12/11/2017)
In its first television commercial in over 10 years, the HoneyBaked Ham Company sets itself up as the leader in holiday hams by showing how easy it is to prepare a pre-cooked ham over trying to wrangle your own.
BBDO Atlanta built a spot that pits a HoneyBaked ham against a woman named Kelly, who has trouble getting her home baked ham right. The 30-second spot goes back and forth from a HoneyBaked to a ‘Kelly-baked’ ham. The HoneyBaked looks juicy and delicious while Kelly has continuous problems, like her dog licking the glaze, Kelly burning the ham and ultimately watching her take a chainsaw to her overcooked ham.
The HoneyBaked Ham Company chief marketing officer Jo Ann Herold said: “We are excited to be celebrating our 60th anniversary this year. We are thrilled to be working with BBDO Atlanta, and launching this new TV campaign for the holiday season.”
- Super Bowl LII Ad Tracker: All About the Big Game’s 2018 Commercials (Food Edition) (12/11/2017)
Welcome sports fans (and others who appreciate really good advertising) to Adweek’s Super Bowl LII Ad Tracker. Here you’ll find a frequently updated list of all the national (plus a few regional) commercials that will come into play during the Big Game on Feb. 4, along with details on the agencies that created them.
With NBC reportedly asking for “north of $5 million” for a 30-second spot, while attempting to sweeten the deal via bundling with the PyeongChang Winter Olympics, it will be interesting to see which major brands make a return and which opt out. At of the end of October, NBC said it had only a “handful” of 30-second slots remaining and that it expected to generate over $1 billion in ad sales between the Super Bowl and the PyeongChang Winter Olympics.
FOOD & BEVERAGE
Avocados From Mexico: Fan favorite Avocados From Mexico will be back for its fourth consecutive Super Bowl and senior director of marketing Kevin Hamilton promises more lighthearted humor. GSD&M will once again be tasked with creating the brand’s Big Game ad.
Budweiser: Super Bowl staple Budweiser will, of course, be making an appearance in the Big Game in 2018, but there is a notable change this year for the brand. Anomaly, the agency behind the brand’s Big Game ads for the past seven years, is not returning for Super Bowl LII. Instead, Budweiser is sourcing ideas from its other agency partners, including VaynerMedia, David and Mosaic.
Doritos: After sitting out the Super Bowl last year, longtime Big Game advertiser Doritos is back for Super Bowl LII. The brand’s most recent Super Bowl ad, “Ultrasound,” was the last installment in its “Crash The Super Bowl” contest calling on fans to submit their own ads. This year, the brand will instead be turning to creative agency Goodby, Silverstein & Partners.
M&M’s: M&M’s will be making a return to the Big Game for Super Bowl LII with a 30-second spot by BBDO New York. It’s the brand’s first Super Bowl ad since 2014’s “Delivery,” which gave Yellow a starring role.
Read about all categories & more at Ad Week: http://www.adweek.com/brand-marketing/super-bowl-lii-ad-tracker-all-about-the-big-games-2018-commercials/#food
- Robots Will Transform Fast Food (12/9/2017)
Visitors to Henn-na, a restaurant outside Nagasaki, Japan, are greeted by a peculiar sight: their food being prepared by a row of humanoid robots that bear a passing resemblance to the Terminator.
The “head chef,” incongruously named Andrew, specializes in okonomiyaki, a Japanese pancake. Using his two long arms, he stirs batter in a metal bowl, then pours it onto a hot grill. While he waits for the batter to cook, he talks cheerily in Japanese about how much he enjoys his job. His robot colleagues, meanwhile, fry donuts, layer soft-serve ice cream into cones, and mix drinks. One made me a gin and tonic.
H.I.S., the company that runs the restaurant, as well as a nearby hotel where robots check guests into their rooms and help with their luggage, turned to automation partly out of necessity. Japan’s population is shrinking, and its economy is booming; the unemployment rate is currently an unprecedented 2.8 percent. “Using robots makes a lot of sense in a country like Japan, where it’s hard to find employees,” CEO Hideo Sawada told me.
Read more at The Atlantic: https://www.theatlantic.com/magazine/archive/2018/01/iron-chefs/546581/
- Campbell Soup, NowThis partner on video news food channel (12/8/2017)
Campbell Soup Company and its agency Wavemaker are partnering with video news brand NowThis to launch a new food vertical, “NowThis Food,” that will focus on how food impacts culture, communities and the environment, according to a press release made available to Marketing Dive.
For the channel, NowThis will produce both editorial and Campbell-branded social video content covering news and food waste and sustainability, two of Campbell’s key initiatives. NowThis is part of the Group Nine media holding group that also includes Thrillist and The Dodo.
To celebrate the launch, NowThis hosted its first interactive community event at the Astor Center in New York City, joining Harlem Growth, a local nonprofit dedicated to mentorship and education on urban farming, sustainability and nutrition.
With the launch of NowThis Food, the social video brand is not only growing its list of verticals, which number 11 and include news, politics, sports and more, but it is also aiming to further its following with millennials.
Mobile-savvy millennials have also been labeled as “food-obsessed,” spending nearly $100 billion per year on food and expressing concern about where their food comes from. More than 60% of millennials expect GMO-free ingredients, and nearly 70% are willing to pay more for organic foods, a report by Maru/Matchbox found.
Food brands have struggled with how to market to millennials, with some touting their sustainable practices or organic products. Partnering with NowThis, which averages more than 2.5 billion monthly social media views, Campbell Soup Company is ensuring that it crosses paths with millennials and delivers a message that resonates.
NowThis Food’s partnership with Campbell came about after they created a content series together earlier this year and highlights the trend of brands creating partnerships with digital media platforms in order to better reach millennials. NowThis also recently partnered with Chase to create a personal finance channel, called NowThis Money, targeting millennials and featuring content from both brands.
- ‘Alexa, add my favorite yogurt to my list’ (12/8/2017)
As grocery e-commerce gets more personal, Diego Maniloff of Unata says it’s time for retailers to turn their efforts to voice recognition technology.
2017 has been an incredible year for grocery retail. Companies like Amazon and Walmart are relentlessly innovating ways to heighten convenience and strengthen the presence of digital in grocery shopping, and it’s challenging other retailers to do the same. As we enter this new competitive era of grocery shopping, retailers should turn their attention to a technology that has the power to truly revolutionize the way we shop: voice technology.
It is estimated that by 2020, 50% of all searches will be done by voice alone. With consumer adoption already underway, it won’t be long before smart speakers like Amazon Alexa and Google Home become our go-to for search, inspiration and, most importantly, shopping. As consumer habits and expectations shift with the rise of voice technology, so must grocery retail.
However, voice assistants pose an interesting challenge. Unlike smartphones, computers and tablets, they lack a visual interface and for that reason they are unforgiving when it comes to accuracy of results. Gone are the days of shopper patience when sifting through search results. Sitting and listening to a voice assistant list over 20 different varieties of apples will feel drawn out, painful, and to be honest, incredibly frustrating.
For that reason alone, personalization is paramount. To provide a seamless customer experience, grocers need to understand two things. First, there is only one answer. Second, you need to draw on past behaviors and orders to get that one answer right. Consider this: Your shopper realizes she’s out of yogurt, so she asks her voice assistant to add more to her shopping list. Enter your personalization engine. Instead of asking which yogurt your shopper prefers or listing available options, the voice assistant can confirm in one response that her favorite yogurt — which she purchases on a regular basis — has been added to her list.
Read more at Food Dive: https://www.fooddive.com/news/grocery–alexa-add-my-favorite-yogurt-to-my-list/512355/
Diego Maniloff is the vice president of tech innovation at Unata, the leading provider in 1-to-1 digital solutions for grocers. He is a computer scientist from Argentina specialized in the art of personalization technologies. He received his BS/MEng degrees in Telecommunications Engineering from Universidad Blas Pascal in Córdoba, and upon becoming a Fulbright scholar he joined the University of Illinois at Chicago’s Artificial Intelligence Laboratory. After completion of his MS, Diego became a research fellow at MIT, focusing on applied AI and data analysis. At Unata, Diego led the engineering team for five years, during which he built the award-winning personalization engine from scratch. Today, he oversees research and development of emerging technologies that have the potential to shape the digital grocery industry.Learn more at www.unata.com.