How does food marketing work and how does it become a recipe for success? We met top chef and author Peter Bührer and in this blog we give you five tips on how not only products and supermarkets, but also destinations can make use of good food marketing and what role storytelling plays in this.
Interview partner Peter Bührer is a top Swiss chef, bestselling author and entrepreneur.
Tip 1: Success through storytelling
In the food business, we are bombarded with countless brand names every day - when shopping in the supermarket, in restaurants or at snack vending machines. For successful food marketing, it is essential to stand out with your brand and be remembered by consumers for a long time. But which brands leave a lasting impression? They are the ones that have a strong story and play it out in their advertising. Meaningful storytelling is an important factor here. Peter Bührer cites the "Tutto Bene" brand as a good example. The name sticks in people's minds because each of us has certainly been asked exactly that after visiting a delicious Italian restaurant.
Tip 2: Eat with your eyes
This tip applies not only to the food itself, but also to the next purchase. Despite bulging shelves, the product must catch the consumer's attention as they walk through the supermarket. The product should not only attract positive attention in the supermarket, but also make customers happy at home - for example, when they open the fridge. Ideally, the packaging should even be designed so attractively that the product also looks decorative on the dining table.
Tip 3: Quality before quantity
Quality is very important if customers are to become regular customers. The product and the supply chain must therefore be optimized to such an extent that the product and the manufacturing process can no longer be improved. It is important to think in small segments. It is better to manufacture a single product of the highest quality than to produce many products for a large number of people, but whose quality is not convincing.
Tip 4: High degree of convenience
Nowadays, supermarkets are sometimes set up in such a way that consumers have to laboriously search for products. The advantage of this is that you can generate additional business this way. Thematically complementary products - at the fish counter, for example, lemons, fish cutlery and wine bottle openers - are presented directly next to each other. This increases the level of convenience for consumers, not only in terms of product, but also in terms of shopping behavior.
Tip 5: Use food marketing to give the gift of joy
Vacation guests and tourists are also an important target group for successful food marketing. Food souvenirs have many great qualities: they not only remind you of a wonderful time away, but are also a welcome souvenir for friends and acquaintances back home. So, be sure to include vacationers in your target group and position your product as an ideal souvenir.
If you're hungry for even more insights into food marketing and would like to listen to more tips from Peter Bührer, then be sure to listen to our matching podcast at StoryRadar to find out more.