With Christmas now a distant memory and January finally over, food and drink brands need to be focusing on what their next marketing campaigns will be, and there are many events and public holidays coming up this Spring that food and drink brands can take advantage of. The beginning of 2019 saw a tremendous growth in the participation of Veganuary and Dry January which both increased by almost a third from last year. So it’s no surprise that it was a hugely popular time for marketing teams of food and drink brands across the UK. So with Spring upon us, what special days are coming up that scream for food and drink video content?
There are a lot of great dates coming up, like St Patrick’s day, Easter, and the period building up to easter like Pancake day and Mother’s day. But, it doesn’t just have to be national holidays that inform your video marketing choices, it can also be the changing seasons and the weather.
Walkers did a mini video on Youtube called “Walkers does Spring” with the slogan “Our crisps are hard to bleat this spring.” This type of video is easy to make and easy to market across all online platforms.
Arla created this GIF on Facebook titled “It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days?”
It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days? #Arla
Creating video content focused on a specific day of the calendar year can be a great way to gain positive exposure for your brand. Especially if you run them as video advertisements on social media and target audiences that are engaging with similar content.
Hellmans did a short and simple recipe video for pancake day last year which they marketed via Facebook. The mayonnaise is barely used or referenced but it is branded and you can tell that it’s a Hellmans video.
Towering Japanese Fluffy Pancakes; served with crème fraîche, crispy bacon and lashings of maple syrup.
Waitrose created a recipe video on Facebook that shows pancakes being made three ways. It’s a really simple video that has no reference to Waitrose products or services but it’s engaging, relevant and entertaining, so their audience can take something positive away from it, which overall adds value to Waitrose.
Enjoy these delicious topping ideas for Pancake Day! Which one is your favourite; mango mojito, maple butter and crispy pancetta or chocolate, banana and hazelnut?Read the recipe: http://bit.ly/2EyGZB1
Marks and Spencer held a flower arrangement event last year for Mothers Day which they filmed and uploaded onto their Youtube channel.
Easter is perhaps the best Spring holiday for food or drink brands to take advantage of, because it spreads a positive message, is widely celebrated and, is typically a happy, warm and colourful time of the year. Similar to the Waitrose recipe video you can create Easter related recipe videos like this one by Lurpak.
Roasted until golden and crispy, Whole Roasted Sea Bream is not your ordinary lunch. Recipe: http://bit.ly/2GjX24j #SeizeTheLongWeekend
Or like Marks and Spencer you could hold an Easter related event with either your company or customers like an exclusive easter snack hunt. Film the event and share it with your customers and audiences online to spread a positive and fun message about your brand.
Your videos don’t have to have such a strong reference to holidays or events, it can be as simple as adding the colour yellow or having some daffodils and tulips in the video. Typically, the audience will build their own connection to the event as long as you give them a nudge in the right direction.
Asda created this video advert last year for Easter as part of their “Meal Under £2.50 a Head” (which is a series of videos they run on Youtube). During the video there is no actual reference or connection to Easter except for the dancing daffodil in the middle of the table. Yet the video is effective at capturing people’s attention when thinking about Easter.
There are a lot of great videos food and drink brands can be making this Spring season. Using an event like Pancake Day, Easter or Mother’s Day to aid your monthly marketing campaigns is simple, effective and hugely rewarding. It’s one of the fastest ways to drive organic engagement to your brand, get great return on investments and reach wider audiences during an exciting and busy period. Have a think about the types of videos you could make and what your audience would like to see from your brand this Spring.