Author: Kristi Bridges

Do You Have to be Extreme to Reach Millennials?

A Mean Green Machine one day and a Franken Cream the next. Millennials post both their indulgences and their healthy eating on their Instagram. But is that what they are really eating? According to a study done by Ypulse, 63% of young people ages 13 to 32 said that they post food pictures on social media. They post everything from avocado toast, to indulgences, like Unicorn Frappuccinos and Coney Waffle, but not much in between. Whether it is healthy or gluttonous, the Instagramming of extreme food is changing the way we eat. There is lots of food being specifically...

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Can your brand Tap into the 23 Million Health Conscious Consumers that LOVE Fitbit?

Why Marketers Should Pay Attention to Fitbit Lovers? When I’m in a meeting and my Fitbit buzzes to tell me to get up and move, I look around to see how many are also tapping their Fitbit to silence it. It’s so pervasive in our culture that just yesterday I was leaving lunch with a friend and he offered me a ride back, I said “No thanks, I need to get my steps”, he didn’t even think it was weird! While Fitbit has some skeptics, their ROI doesn’t lie. With $2.17 Billion in revenue last year, more than 23...

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The New Normal: Little Brands are beating Mass Brands

There is something happening in CPG as mass brands realize that the success of small brands is the new normal. It has become obvious that many of these little guys who seemed like a passing fad, are here to stay. And if they’re not, there are 10 more brands waiting to take their place. In the condiments, dressings and marinades category alone there are literally thousands of unique brands all fighting for the attention of their consumers. Smaller brands are now real forces that need to be acknowledged, dealt with, and maybe even imitated. These little guys are leading...

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Why “Death Images” Can Bring Brands Back to Life

The Meaning behind Death Images in Brand Research How amazing would it be if brands could peek into the subconscious minds of their consumers? Imagine if they could find out exactly how their consumers feel and what they associate with their brand? With this information, brands will be able to make insightful and data driven marketing decisions that could impact their business. What you find when you do an I-Factor™ study might shock you. A recent study on the QSR category first shocked, and then, delighted us. Instead of relating  some of the most popular QSR brands like Wendy’s,...

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Healthy Food Marketing: Breakfast = An Irresistible Marketing Opportunity

I have to admit that for me, most days, coffee is breakfast. But I’m in the minority. 93% of Americans think that breakfast is the most important meal of the day. In fact, breakfast consumption is going up each year. But only 44% actually eat it. That represents about 40 million opportunities to get your brand on the table. What do we need to know? Breakfast is on the Rise Culturally, as more families begin to see breakfast as quality time, incredible opportunities are being created for brands to make a connection early and often. That also means “involved...

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Healthy Food Marketing: Why Chobani Created a Food Startup Incubator

What are the benefits of creating an Incubator? So why would a successful yogurt brand like Chobani create an incubator for small brands instead of just acquiring? There are several reasons, but for Chobani, it seems to start with their mission. Chobani believes that “Every food maker has a responsibility to provide people with better options. And that’s just what they are attempting to do by using their power to lift up other health conscious brands. Chobani’s famous CEO, Hamdi Ulukaya, wants to pass on their incredible knowledge about effective brand building to young food companies with similar values. They...

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Influencer Marketing. What’s it really all about?

Influencer Marketing continues to grow and become a critical part of any marketing program. Especially for brands marketing to the health conscious! So, I thought it would be interesting to share an interview we had with an inspiring Influencer. It may give you a peek into how Influencers get started and how they interact with brands today. After reading about Sarah Billstein of Rosé Season, it may even make you want to become one! Sarah’s story is part luck, part timing and part hustle. She started the summer of the famous Pink Wine Panic of 2014. And in just...

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Healthy Food Marketing: What do the Price Cuts Mean for Whole Foods Market?

Amazon and Whole Foods Market aren’t wasting any time. It’s been awhile since the e-commerce giant purchased the grocery chain for $13.7 billion, and no time has been wasted in this merger. Let’s review all the changes that are occurring and what this price war means for competitors. Can we say goodbye to ‘whole paycheck’? We’ll see. The day the deal closed on the Amazon-Whole Foods merger, headlines reported that prices at Whole Foods were slashed by 43%. While that sounds impressive, the reduction was only on a few things like avocados, bananas and some other select products. The...

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What can Healthy Food Marketers Learn from these Millennial-loving Legacy Brands

Legacy Brands, it’s no secret you’re running to catch up with the newer, sexier brands. I’ve been discussing your hip and beautifully packaged competitors’ brands for a while. But the good news is, not all Legacy Brands are losing the battle to the new guys. There’s a lot to learn from Brands that are succeeding. As a more experienced brand, you have inherent strengths you can use to win over today’s consumers. See how these three powerful brands are beating the odds and opening themselves up to Millennials. Haagen-Dazs is Getting a Makeover Haagen-Dazs is over 50 years old....

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