A new year means resolutions around healthier living and eating. This year, the marketers behind health food brands like Caulipower, Deux and Future Farm are trying to be part of the consumer push to eat healthier.
That’s why they’re leaning into out-of-home and digital efforts to stay on top and boost brand awareness while New Year’s resolutions are still fresh.
“January is really when we see a seasonal hit,” said Sabeena Ladha, founder of direct-to-consumer vegan and gluten-free biscuit brand Deux, of why the brand is advertising outdoors in January. “As a brand that offers wholesome snacks, many people see us as a healthy indulgence in their day that doesn’t have to be sacrificed. So launching our campaign during this time makes the most sense for us.”
Deux is one of many health food brands trying to raise awareness in January and capitalize on the craze surrounding New Year’s resolutions. For example, Caulipower is a food company that offers vegetable alternatives such as cauliflower pizza, cauliflower tacos, chicken tenders, and more, Are looking to build consumer awareness and increase customer loyalty through highly targeted marketing strategies and drive store conversions at the point of purchase.
According to founder Gail Becker, the brand spends $2 million on media in an effort to stand out. As part of this effort, Caulipower launched an in-stream campaign earlier this month, highlighting its suitability for all diets through targeted digital advertising, retailer-specific shopper marketing and in-store signage in 5,000 stores nationwide. Lifestyle product line.
“Nearly 50 percent of our campaign budget is spent on targeted CTV and digital advertising to build awareness and drive consideration in new, persuasive consumers,” Becker said. “Approximately 35% of our spend goes to retailer-specific shopper marketing programs and in-store coupons to drive conversions directly at the point of purchase.”
Caulipower shared its ad placements on Facebook, Instagram and TikTok with the aim of bringing the campaign to life on social media using different content that is authentic to the platforms. “During Q1, you’ll see all types of content, from recipes to fun memes and even giveaways, being shared on Caulipower’s channel,” Becker said.
Caulipower’s new campaign points to growing demand for healthier food choices. After the holidays, consumers look to make healthier choices for the new year.
Bryan Black, founder and chief creative officer of creative agency Mister Black, said: “The new Caulipower campaign is the right idea for the New Year as we all try to live up to our promise to eat better.”
Meanwhile, overseas in the UK, Brazilian-founded plant-based protein brand Future Farm launched in 2019 to capitalize on the ongoing feud between Prince Harry and Prince William to launch digital billboards to stand out during Vegan January, which encourages consumption of Those who eat more plant-based protein in January.
The purpose of the Future Farm ad was to drive earned media coverage and get people talking about and following Future Farm in a new way. Future Farm was placed in the middle of a national media story surrounding Prince Harry’s interview as the brand leapt at the royal brothers’ feud. As a result, the brand appeared outside of its usual food and product pages on national news pages.
Jimmy Mechanic, UK brand manager at Future Farm, said: “Aligning your brand with a cultural moment allows you to make a difference outside your own category.” He added that the brand’s billboards poking fun at royal feuds not only helped Drawing attention to the brand also provides opportunities for Future Farm to showcase its brand personality.
Ariadna Navarro, chief strategy and growth officer at brand agency VSA Partners, said advertising at the beginning of the year allows brands to engage in conversations about health promises and be present at a time when consumers are trying to make a difference in their lives. “For many, the beginning of the year is a time of refreshment that comes from a period of reflection, ending the year with reflections on past goals and accomplishments, and starting with new goals and aspirations,” Navarro said. Make you a partner in their journey, not an afterthought.”
Deux, Caulipower, Future Farm and other brands are focusing their marketing around the new year, not necessarily on completely changing people’s habits, but on gaining awareness when people think about making a change.
For example, Future Farm wants to participate in Vegetarian January, as Tito’s Handmade Vodka recently tapped into the cultural phenomenon of Dry January.
“Vegan January is the biggest time of year for Future Farm as a brand, and we want to make it bigger and stronger every year,” Mechanic said. “For us, it’s not exactly pushing people to Instead of moving towards a vegan lifestyle, use this opportunity to encourage people to consider experimenting with meat alternatives and flexitarianism.”
Several factors influence people’s decisions to make health-related New Year’s resolutions in January, many of which relate to inspiration, ideas, and their well-being. As such, wellness brands typically see a surge in demand in January due to heightened interest in health and wellness, according to a study conducted by McKinsey & Company.
“It makes people stop and explore the product, and it’s relevant and shareable,” says Olga Andrienko, vice president of brand marketing at Semrush, an online awareness management software-as-a-service platform. “These tactics tell audiences that these products are about them and show that these companies speak their language and have a sense of humor.”
