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Exclusive CPG flavors, limited-time offers, celebrity chef partnerships: All are trending right now in grocery, taking a page from a playbook that fast food giants have been leaning into for some time.
We asked:
Is this a smart marketing strategy?
You answered:
Yes, in line with the market (62%)
No, these are fads (35%)
Other, tell us in the comments (2%)
You said:
Katie Lee, Account Executive, Le grand Marketing
“I feel like the newer generations love collab deals with products and their favorite celebrity/influencer and that it’s not just a fad. Even back in the day (50s, 60s, 70s, etc.) companies were doing this already but just not as frequently or advertised on the level as they do now.
“Plus social media/YouTube has really expanded people being able to have a closer look on someone’ s life and the items they use/eat/enjoy, etc. You can watch tons of videos of unboxings of items or of influencers trying food/restaurants and giving their feedback.
“It’s great to be able to see and hear someone’s real opinion and it's not necessarily fake or a planned commercial. Although there are influencers that have sponsors that pay for ad space or to promote an item so just like anything else, you need to take the opinion with a grain of salt and do your own research.”
Lori Garrard, Store Manager, All American Quality Foods
“A fad maybe in line with the market for now...fast food play book most definitely. What’s wrong with all of this? It lacks the unique. When did we run out of new ideas?”
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Have another thought? Weigh in on our LinkedIn poll here, or email the SN staff at contactus@supermarketnews.com, and make sure to include your first and last name and job title.
WHAT DO YOU THINK? |
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