Tag: food marketing

Best of 2018: Top 3 Marketing Campaigns

Clairemont InternBlog, Marketing, Restaurant PR + Hospitality PR, , , ,

As 2018 comes to a close, it’s important to highlight some of the most creative campaigns within the public relations, advertising and marketing industries. Perhaps this stems from my love of food, but my top three campaigns happen to be within the culinary industry.

1. IHOP

On June 4, 2018, IHOP told the world via Twitter it would be changing its name to IHOb. After one long week of speculation in regards to what the “b” would stand for, it released that the International House of Pancakes was now the International House of Burgers. IHOP, a haven for breakfast lovers with its fluffy buttermilk pancakes smothered in maple syrup, suggested that it would be parting ways with this fan-favorite.

IHOb later reassured concerned customers that pancakes wouldn’t be going anywhere, but that the company was firing up its grills and adding ultimate steakburgers to its menu. Little did we know that the name IHOb wasn’t here to stay. It was only a marketing ploy and a genius one at that.

This campaign is extremely memorable, even to someone like myself who hasn’t been to IHOP in several years, which is why I believe it ranks as the top marketing campaign of the year. Additionally, IHOP reached nearly 4 billion social media users by using Twitter to release this campaign, and its burger sales have quadrupled.

2. KFC

Believe it or not, some of the best marketing campaigns originate from mistakes. In the United Kingdom, Kentucky Fried Chicken (KFC) experienced a chicken shortage. Yep, you read that right; a fast food company whose menu consists of all things chicken ran out of chicken. KFC’s crisis management team responded by rearranging its letters and released an advertisement that read “FCK, We’re Sorry.”

The chicken shortage was caused by issues with DHL, the company’s delivery service. As a result, hundreds of KFC locations shut down throughout the U.K., causing major backlash from hungry customers. The hashtag #KFCCrisis was trending on social media, and some KFC lovers even tried to get the police involved.

The chicken deficiency impacted stores for a week, which warranted an apology from the company. KFC decided to publish a full page print ad in The Sun and Metro, U.K.’s best-selling newspaper. KFC fans took the apology well and praised the company for its witty response to a serious matter.

3. McDonald’s 

For International Women’s Day on March 8, 2018, McDonald’s decided to flip its famous golden arches upside down to form a “W” to recognize women around the world for all of their hard work and accomplishments.

The fast food company also pushed out this campaign by changing its packaging from displaying the standard “M” to “W”, as well as its logo on employee uniforms in 100 stores across the United States. It used social media to engage its consumers and to generate awareness of the campaign and International Women’s Day as a whole.

This campaign reached 1.6 billion people and increased sales significantly. It received some repercussions, however, regarding whether it was intended to promote social justice or only to increase sales. Regardless, this campaign sparked conversation about International Women’s Day and gave women much needed recognition.

We’ve seen some of the best marketing campaigns so far in 2018, and I’m excited to see what’s in store for next year. Bring it on, 2019.

Written by Clairemont Intern Anna Ostrowski, a senior at UNC.
All photos from Unsplash.com

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Ramp Up Your Restaurant

Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PR, , , ,

It’s like a secret club. Foodies scour menus for this en vogue ingredient every spring. Popular restaurants — from fine dining to hipster joints — use ramps to garnish soups, zest salads, stuff pastas and even muddle into cocktails. Il Palio, a Clairemont client, underscores its menu with these foraged, onion-like greens that seem to be the leprechaun of spring ingredients. Catch them while you can!

So what gives ramps the edge?

It’s the secret ingredient factor. Ramps provide a sense of culinary elitism, a phenomenon that extends back to basic supply and demand economics. Ramps are rare not only because they’re seasonal but also because they’re foraged; suppliers must discover them, not cultivate them.

Jed Portman, an editor of Garden and Gun, shows off his own recently foraged ramps on Instagram.
Jed Portman, an editor of Garden and Gun, shows off his own ramps on Instagram.

Ramps pack a punch, too. Bon Appetit warns home cooks to prepare their palates. The intense, garlicky aroma can linger around the house for days. Memorable and distinct, ramps also offer a plethora of versatile applications. Venture beyond slicing and dicing for salads. Try deep frying it, Epicurious suggests.

These factors create a sense of urgency that launches ramps to the top of every foodie’s bucket list. Regardless if ramps are actually on your menu, chefs, restauranteurs and culinary marketers can glean a tidbit from this ingredient’s unexpected stardom.

What is your restaurant’s “secret ingredient?” Perhaps you feature a rare item, or perhaps your chef offers an intriguing twist on standard fare. And while culinary specialties are certainly a defining highlight, your hallmark may not be a specific ingredient or even a style of cooking. Explore your atmosphere, your service and your staff’s personality. Anyone remember Ed Debevic’s? Its infamy lives through its service — or lack thereof — rather than its cuisine. And that works well for its marketing persona!

Now that you’ve defined your hallmark, find out tips to name your restaurant or new menu item!

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Photo of the Week: A (Uni)Corny Idea

Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PR, , , , ,

Stop horsing around up there!

On November 19, 2015, Clairemont Communications CEO Dana Hughens moderated a panel for the Triangle American Marketing Association (AMA), featuring several local star chefs and culinary gurus. While discussing restaurant marketing on a shoestring budget, Brooks Briz of Kamado Grille turned the tide by rolling out not his best, but his worst marketing ideas. In this case, Briz had donned a unicorn mascot costume to support a local school, a tactic which badly backfired when it frightened the young students into tears. Fortunately, the AMA crowd responded much more appreciatively.

Always choose creative tactics that will resonate (effectively) with your target audience!

Other panelists included Chef Teddy Diggs of Il Palio (Clairemont client), Lionel Vatinet of La Farm Bakery and Sam Ratto, chocolatier and co-owner of Videri Chocolate Factory.

Want to see some crazy Clairemont ideas that did work?

 

 

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How to Engage Millennial Diners

Cherith AndesBlog, Restaurant PR + Hospitality PR, , , , , , , ,

As consumers, millennials pack a punch.

Not only is this burgeoning demographic considered the nation’s trendsetter, it’s also projected to spend a whoppin’ $200 billion annually starting in 2017.  Exploratory and brand-loyal millennials foster repeat business; nearly 70 percent say they will return to a favorite brand. Once you have their attention, you have it for life.

Armed with social influence and financial means, millennials have the power to put an eatery on the map and keep it there. But the traditional staples of business — good product + good service — don’t translate anymore.

What strategies do we need to win the hearts (and wallets and tweets) of these thought leaders?

Create an old-fashioned social.

millennials diners being social
Stacey Sprenz Photography

For a generation who is always connected to social media, it may seem counterintuitive, but millennial diners prize relationships over products. Restaurants can create an appeal by crafting open, social spaces, such as a chef’s table that fosters cross-group conversation. Large, hefty meals are a thing of the past. Research shows that millennials prefer several smaller, sharable plates and snack-style options that can be passed among friends. Think tasting party, not formal feast.

Highlight the exotic.

Ditch good ‘ole vanilla—unless it’s paired with something like sriracha. The adventurous millennial palate prefers exotic flavors, extreme textures, dramatic flairs or unexpected twists in dishes. This is the perfect opportunity for chefs to showcase house specialties, rare ingredients, new prep methods and one-of-a-kind creations. Highlight options that may not be found in other restaurants, such as Clairemont client Il Palio’s unexpected sweet corn gelato, a surprisingly delicious combination of veggies and dessert.

Show, don’t tell.

Chef Teddy Diggs in kitchen at Il Palio
Courtesy of Jill Warren Lucas

As a generation that seeks authenticity, millennials want to see “what’s going on back there.” They’re deeply invested in the story of a business — ingredients, sourcing, preparation — and above all, they crave an experience rather than a product. So ditch corporate, packaged messaging and roll out the red carpet! Provide a sneak peek of new dishes, invite them for an exclusive tour of the kitchen or invite them to meet the chef (and his family, if he’s willing!).

Invite co-creation.

Millennials don’t consider themselves to be consumers; they see themselves as partners in creating the product. This demographic demands a hands-on, customizable experience that allows them to personalize, tweak and have input on the output. Explore creative strategies to invite millennials to craft a dish or experience, weigh in on menu options and provide feedback—whether via clever social media strategies or simple face-to-face conversation.

Keep talking.

Millennials not only talk to brands on social media, they expect for brands to talk back–regularly. Invest time and energy in your social media and online conversations.

restaurant social mediaAs Forbes aptly points out, “62 percent of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.” Don’t be afraid to be authentic online with millennial diners by including emotions, using trending hashtags and even tagging other fans. Proactively connect with customers by checking in on past Twitter conversations, updating diners on feedback or soliciting ideas for dishes. Keep in touch with these new friends of yours!

Want the next step? Find out how to engage with them at food festivals, too.

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5 Food Photo Tips for Smart Phones

Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PR, , , , , , 2 Comments on 5 Food Photo Tips for Smart Phones

It’s a good bet that if you’re sitting down to dinner, you’re snapping a photo of your food. Compelling images have the potential to create cravings that boost a restaurant’s appeal and garner engagement on social media. But not all of us carry a Nikon in our evening clutch. So we combined forces with Stacey Sprenz, founder of Stacey Sprenz Photography, to share some of her most shutter-worthy food photography tips–all tailored to your smart phone.

  1. Screen Shot 2015-11-04 at 10.41.36 PMTurn off the flash. In food photography, a flash casts a shadow, washing out the subject and warping its appetizing hues. Natural daylight is best, so find a window whenever possible. And don’t be afraid to move the subject around to several places in the room to capture optimum lighting.
  2. Try three different angles.
    1. 45 degrees or less: Use this angle to demonstrate the height of a dish, perfect for showcasing an appetizer with microgreens or a salad with garnish mounded on top.
    2. 90 degrees: The overhead angle typically works well for soups, skillets or table settings.
    3. Zero degrees for drama: Hold your smart phone level with the table to capture a particularly artistic plating or display.
  3. Frame the shot. Use the rule of thirds. Divide the frame into three segments (horizontal, vertical and diagonal), and position the subject to fill either one-third or two-thirds of the frame. Allow “negative space” to fill the rest of the shot to focus emphasis on the dish.
  4. photo with utensils by Stacey SprenzStyle on site. Utensils, textiles, table décor, background – experiment with available props to create a scene or elicit an emotion. Prop spoons at an angle, nestle the dish on a casually folded napkin or position a bottle of wine as a backdrop.
  5. Use an app(lication) for your app(etizer). The custom technology of photo apps help to correct exposure and white balance, increase clarity and saturate weak color palettes. Experiment to find a phone app that works best for the type of photo you’re taking. For food photography, Stacey loves Afterlight.

Want to know more food marketing tips? Check out our blog on festival and event marketing–a great place to use your new photography skills. Peruse Stacey’s collection of culinary photos or chat with her on Twitter for more artistic inspiration.

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