With the imprint of social media on everything we do, touch and taste — that cycle of evolution moves at a breakneck speed. Trend surfaces, trend travels and lives in our feeds and (if it has true legs) in grocery aisles, trend dies. Often in the space of a week.
At the same time, we are now learning daily the mental perils associated with our modern social-media diet. And the net? A narrowing of worlds. As we see people crafting their own media bubbles — consuming what they want, rejecting what they don’t — we see them flexing that same muscle when it comes to their foods. And while, on the surface, this sort of intensified focus might seem limiting to marketers and brands, the sphere of ultra-curation offers unparalleled opportunities to connect.
When it comes to certain aspects of our human experience, we exist in a time of borderline-ridiculous abundance. Many lifetimes’ worth of content – albums, episodes, articles, and much more – just a tap or two away. Awash in anything we could think to want, we are now witnessing a curious reflex to all this excess. A push for something a bit more narrow and singularly ours. As a result, we craft media bubbles created by our selections that also act as reflections – they’re what we choose to watch, read, and listen to. And also, what we reflect and flex to the world. I love this show, not that one. I heart this band, not those three. Our choices and our selections are valuable. As we mine, review, and reject, we are building and defining who we are in this world.
This behavior doesn’t live in media-consumption alone. It’s also appearing in regular old consumption-consumption, too. The same energy ripples through the snacking world as you make your way down the overflowing aisle. And why? Because today’s consumer is looking for something beyond flavor. They’re looking for validation & personal value. Chickpea flour for the g-free’ers. New pepper varieties for the flavor-chasers. Ozempic-friendly foods…for people taking Ozempic. Wellness, Exploration, Weight Loss. These are just some of the things we ask of their snacks today. Far past taste alone, to the craving of very specific lifestyles and identities. Noshing has gone narrow.
Back when the locavore movement was coming to fruition, we delivered a campaign that validated this new consumer’s personal value on eating within a 100 mile radius of their home.
And while that might at first seem like a limitation, the old niches-and-riches adage holds strong here. For marketers and brands in the snacking space, you can use the focus to drive fame. Dialing into a specific consumer want can have a two-fold effect: First, you’re tapping into a rabid base. Even if your target is tiny in segment-size, they’re eagle-eyeing the aisles for their needs. And likely to share it once they spot it. Second, you’re establishing cred. Even if 80% of your usual consumer base has no clue what cassava flour is or why you’re now promoting it or including it in your product formulations, they now know you’re in the know. And dialed in to trends and tastes.
It doesn’t get more hyper-local than honey. We created this brand and packaging to appeal to a small group of enthusiasts who were vibing with the trend that local honey solved their local allergen issues.
Whether you’re a brand or a marketer, not every organization is built for speed. But luckily, responding to these trends doesn’t have to be a herculean, all-systems-go effort. No need to fire up a new production line or fresh marketing campaign every time you spot a trend you’d like to draft off. You can be just as selective as your consumer. Think small and limited-edition. A run of one can get you a pop in the press, even. Taco Bell it if you need to…think about the parts and pieces of your operation and how you can respond by rearranging and reformulating your “ingredients” without a full makeover. And you don’t have to do it alone – sometimes an outside influence (like a marketing agency based in the Southeast, for example?) can help give you the perspective you need to see your business and its myriad assets with fresh eyes.
We love talking food. Drop us a line below and let’s connect.
