Food glorious food.. Lots of us love eating it, most of us buy it, some of us like cooking it – and we’re all fascinated by it to one degree or another. It’s no surprise then that the food and drink industry is the biggest manufacturer in the UK today and contributes over 28 billion pounds to the UK economy each year. (BDO)
Although consumer spending on food and drink products remains stable, (ONS) external factors and changing trends in consumer behaviour and technology are having an impact on the relative fortunes of food and drink brands. A future including Brexit has led to fears about recruitment shortages in a labour-intensive industry that needs a whopping 400,000 employees in the UK to sustain itself, whilst increasing consumer distrust of big corporations and overt marketing has demonstrated a need for the industry to become more transparent about food safety, health and environmental issues. Operating in a landscape of fast-changing technologies and increasingly tech-savvy, online-focused consumers, food and drink companies are now having to take a lot on board when considering how best to promote their brands and reach their target markets. A 30 second ‘buy this product’ TV spot supported by some billboard and press advertising no longer cuts the mustard.
Amongst the challenges and uncertainty, one thing is becoming clear, and that is that video as a marketing tool is increasingly becoming unbeatable for generating reach and engagement in the food industry. Video content has been shown to produce the highest levels of engagement of all advertising formats and views of food-related content on YouTube are increasing 170% year on year (Tubular Insights). Of course, the big global food and drink brands are ahead of the pack with video budgets and strategy, but small brands and start-ups also need to consider video as an essential part of their content marketing efforts in order to be competitive.
And it’s not all food porn and recipe videos. Here are some other great examples of the types of video food and drinks brands are currently producing:
Storytelling/connecting with an audience – Chipotle Mexican Grill – A Love Story.
This sweet, emotion provoking animated short emphasises the brand’s core messages of sustainability and food with integrity, whilst being an entertaining storytelling film in its own right.
Educating/informing on health benefits/ingredients – Graze – An introduction to protein. For a company producing ‘healthy’ alternatives in the snack market, Graze need to share educational information about health and nutrition and show that they have expertise in the market.
Recruitment/Communicating behind the scenes company culture– Innocent.
Demonstrating its fun, quirky, independent vibe and customer focus, this film effectively works as a recruitment tool and a way of reinforcing Innocent’s brand values to a wider audience.
‘About us’ video– Hello Fresh. A simple but effective introduction to the company’s service and values.
Partnering with influencers/branded content– Captain Morgan Rum partnered with target market influencer, grime star Lady Leshurr on its #livelikeacaptain campaign, promoting its brand through a music video about drinking responsibly.
Demonstrating brand transparency/humour.Absolut Vodka killed two marketing birds with one stone in this amusing video featuring naked Swedish men demonstrating the Absolut Vodka production process – #vodkawithnothingtohide
6 second pre-roll bumper ads– Oreo thins. With a speeded up pastiche of a chef plating up Oreo thins in a fancy restaurant style, this video succeeds in grabbing the attention and getting its message across in the blink of an eye – perfect for bumper ads and mobile marketing. Here is a selection of 20 of the best bumper ads.
Small Films’ founder George Hughes spent 15 years producing and directing content for TV broadcast including serious documentary and food and cookery content. For more information about how Small Films can help your food or drink brand with different types of engaging video content, contact us here.
Small Films are video content specialists. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign.