Andreas J. Düss
Founding Partner & Chief Creative at Nourish Food Marketing.
Voracious reader, passionate cook, monumental geek.
I’m all for this stuff – it’s high in protein (13g for 2 1/2 tbsp), has a neutral flavour (they even recommend baking with it on the package), and it’s a more sustainable food option. I hope it gains more mainstream popularity because this small bag was around $12 if I remember correctly
We’ve been observing the rise in insect protein for some time now. We even served mealworm pasta at one of our parties, to great acclaim. Seeing this kind of product on the shelves with the President’s Choice brand should help it enter the mainstream.
Over the last year, we’ve been shooting more and more beautiful food videos. So much so, that it was high time for a new showreel.
Take a look, but don’t blame me if you’re ending up hungry.
Consumers have never been smarter about food, and the desire for real food in a real world has gone mainstream. Food producers are being forced to reformulate, with real ingredients and no preservatives, colours or additives.
And this consumer-driven movement is also forcing brand messaging to show consumers as real people – as Special K has done in its new #OWNIT commercial.
Special K opens the ad with a startling bite of research:
“FACT: 97% of women have an “I-hate-my-body”moment every day”
The brand’s advice for negative body-issue self-talk?
“What if we could tell that little voice in our head that tells us we’re not good enough to SHUT UP!?”
Instead of encouraging women to work towards an impossible ideal, the brand says that loving yourself the way you are is a far healthier attitude, which is an impressive 180º turn for a diet brand.
In another marketing turnaround earlier this year, BelVita’s #MORNINGWIN campaign “got real” by making fun of the impossible promises brands make, in this case, ridiculously increased productivity, all thanks to a breakfast food.
PS: here’s a somewhat unrelated, highly unscientific, but nevertheless entertaining article from the Daily Telegraph that explores what “real men” are really looking for in a woman.
I am a bit preoccupied with ad blocking at the moment, but there is a reason for it.
Since reading The Cluetrain Manifesto in a hotel room in SF many years ago, I’ve been a firm believer in the rise of the power of the consumer. Markets are conversations, and the conversations of the consumers will ultimetely shut out any shouting the brands can do.
Consumers have found ways to bypass invasive and annoying ads, first with PVRs vastly reducing the effectiveness of TV commercials, now with online ad blockers rapidly achieving mainstream status.
The 2015 PageFair report shares some fascinating numbers.
Those are big numbers. Add to this the recent arrival of ad blocking on iOS and they will only continue to grow. As I am typing this, the three top paid apps in the Apple iTunes store are ad blockers for Safari.
Think about it: people pay money, so they don’t have to look at ads. They pay money to regain their privacy. They pay money to stop being tracked.
That’s not behaviour that happens overnight. That’s behaviour triggered by the bad behaviour of the ad industry.
As my first accountant told me: “Until the day you’ve turned a profit, you haven’t got a business. You’ve got a hobby.”
I’ve been watching the rapid mainstreaming of adblocking software with great interest, so today’s infographic from Global Web Index was timely. Over the last week, the three top performing paid apps in the iOS store were ad blocking solutions. Yes, ad folks: people hate the stuff you create so much, they pay money to get… Continue Reading
When I was a boy, I loved using my dad’s pencil sharpening machine. Black, made from heavy bakelite, it sharpened pencils beautifully. The pencils were centred by a spring loaded clamping mechanism that pulled them into the machine as they were being sharpened. I still use pencils daily, they are my favourite writing instruments, and… Continue Reading
I went ahead and ordered an Apple watch back in April – the 42mm stainless model with the Milanese loop band. It arrived quite a bit sooner than than I had anticipated, three days ago. I own an original Pebble, as well as an original Samsung smartwatch that we acquired for next to nothing when… Continue Reading
I’ve got an early beta invitation for madewithmap.com, an easy to use mapping tool helping people to share their journeys by connecting images with locations. Anybody who has ever used google maps to create a custom map will appreciate the ease of use of madewithmap.com However, while it looks great, I am not sure what… Continue Reading
After jonesing for this camera for over a year, I finally bit the bullet and pushed the “order” button on amazon. I’ve been wanting a compact digital rangefinder forever, but just could not justify the cost of a Leica. The x100s is the next best thing, in some ways perhaps even better. It’s everything a… Continue Reading