Meat+Poultry - August 2018 - 70

MARKETING TRENDS

Millennials are interested
in the experiential element
of eating which includes
sharing meals with
others via social media
including Facebook,
Twitter and Instagram.

convenient instore options. Supplying ready
options for protein, bread and sides can
spur this group to try something new while
providing an experience.

SHARING THE EXPERIENCE
The experiential element is always better
when shared with others. Millennials who
encounter unique experiences want to be able
to share these moments with others. As the
first generation who grew up with technology,
such socializing is a calling card of a generation
who is highly engaged with tech 24/7. Such
an enhanced level of engagement includes
forms of digital media as well as the ubiquitous
Facebook, Twitter, Instagram, Snapchat,
YouTube and Pinterest channels.
One example of social engagement is the
new TV and social media campaign from
Philadelphia-based premium cheese and deli
meat processor Dietz & Watson. The company's
marketing team is looking to connect with
the millennial influencer market, teamed with
tennis star Andy Roddick and his wife, actress
and model Brooklyn Decker to promote the

70

MEAT+ POULTRY | 08.18 | www.meatpoultry.com

company's premium meats and cheeses. The
company is also working with model Chrissy
Teigen, a popular social media influencer, to
help the company connect with other key
influencers on Twitter and Instagram. Through
these campaigns, the company hopes to align
the values of the brand and the influencer,
helping Dietz & Watson reach the newest
generation of millennial parents.
"This partnership with Andy and Brooklyn
will set the stage for raising awareness of
our brand and premium products in our most
important markets," Lauren Eni, vice president
of brand strategy and great-granddaughter of
founder Gottlieb Dietz, said in a press release.
"Our aim was not only to advertise but also
to entertain by relating our brand and our
products to everyday consumers and the little
life moments that occur in all of our lives day
in and day out."
Getting people talking and sharing about
food on social media is rarely a problem, but
supermarkets and manufacturers aren't yet
generating the same level of buzz, according
to IDDBA's Richard. He stated engagement
around food is not just nice to have; it's
a necessity. Much like the example of a
stand-alone bakery or deli, supermarkets and
manufacturers have a similar opportunity
to get people discussing new foods and
experiences around food. Such activity can
spur positive attention through a variety of
social media channels and help attract and
retain consumers through word of mouth,
according to Richard.
But this kind of experiential approach
doesn't end with social, it continues through
hands-on, in-store sampling events and happy
hours, cooking classes and dining occasions
at in-store restaurants and brew pubs. These
occasions not only heighten the experience of
food, they also help consumers have a greater
sense of what's happening in the marketplace.
Experiential occasions attract influencers
online and through word of mouth, helping
a brand build relevance and creditability.
When it comes to attracting consumers of
the millennial generation these kinds of
conversations are critical.
"Food is the perfect avenue for social,"
Richard said. "Teaming with influencers both
high and low helps a company build credibility
and relevance with consumers."


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Table of Contents for the Digital Edition of Meat+Poultry - August 2018

http://digital.meatpoultry.com/sosland/mp/2019_04_01
http://digital.meatpoultry.com/sosland/mp/2019_03_01
http://digital.meatpoultry.com/sosland/mp/2019_02_01
http://digital.meatpoultry.com/sosland/mp/2019_01_01
http://digital.meatpoultry.com/sosland/mp/2018_12_01
http://digital.meatpoultry.com/sosland/mp/2018_11_01
http://digital.meatpoultry.com/sosland/mp/2018_10_01
http://digital.meatpoultry.com/sosland/mp/2018_09_01
http://digital.meatpoultry.com/sosland/mp/2018_08_01
http://digital.meatpoultry.com/sosland/mp/2018_07_01
http://digital.meatpoultry.com/sosland/mp/2018_06_01
http://digital.meatpoultry.com/sosland/mp/2018_05_01
http://digital.meatpoultry.com/sosland/mp/2018_04_01
http://digital.meatpoultry.com/sosland/mp/2018_03_01
http://www.nxtbook.com/sosland/mp/2018_02_01
http://www.nxtbook.com/sosland/mp/2018_01_01
http://www.nxtbook.com/sosland/mp/2017_12_01
http://www.nxtbook.com/sosland/mp/2017_11_01
http://www.nxtbook.com/sosland/mp/2017_10_01
http://www.nxtbook.com/sosland/mp/2017_09_01
http://www.nxtbook.com/sosland/mp/2017_08_01
http://www.nxtbook.com/sosland/mp/2017_07_01
http://www.nxtbook.com/sosland/mp/2017_06_01
http://www.nxtbook.com/sosland/mp/2017_05_01
http://www.nxtbook.com/sosland/mp/2017_04_01
http://www.nxtbook.com/sosland/mp/2017_03_01
http://www.nxtbook.com/sosland/mp/2017_02_01
http://www.nxtbook.com/sosland/mp/2017_01_01
http://www.nxtbook.com/sosland/mp/2016_12_01
http://www.nxtbook.com/sosland/mp/2016_11_01
http://www.nxtbook.com/sosland/mp/2016_10_01
http://www.nxtbook.com/sosland/mp/2016_09_01
http://www.nxtbook.com/sosland/mp/2016_08_01
http://www.nxtbook.com/sosland/mp/2016_07_01
http://www.nxtbook.com/sosland/mp/2016_06_01
http://www.nxtbook.com/sosland/mp/2016_05_01
http://www.nxtbook.com/sosland/mp/2016_04_01
http://www.nxtbook.com/sosland/mp/2016_03_01
http://www.nxtbook.com/sosland/mp/2016_02_01
http://www.nxtbook.com/sosland/mp/2016_01_01
http://www.nxtbook.com/sosland/mp/2015_12_01
http://www.nxtbook.com/sosland/mp/2015_11_01
http://www.nxtbook.com/sosland/mp/2015_10_01
http://www.nxtbook.com/sosland/mp/2015_09_01
http://www.nxtbook.com/sosland/mp/2015_08_01
http://www.nxtbook.com/sosland/mp/2015_07_01
http://www.nxtbook.com/sosland/mp/2015_06_01
http://www.nxtbook.com/sosland/mp/2015_05_01
http://www.nxtbook.com/sosland/mp/2015_04_01
http://www.nxtbook.com/sosland/mp/2015_03_01
http://www.nxtbook.com/sosland/mp/2015_02_01
http://www.nxtbook.com/sosland/mp/2015_01_01_mp
http://www.nxtbook.com/sosland/mp/2014_12_01
http://www.nxtbook.com/sosland/mp/2014_11_01
http://www.nxtbook.com/sosland/mp/2014_10_01
http://www.nxtbook.com/sosland/mp/2014_09_01
http://www.nxtbook.com/sosland/mp/2014_08_01
http://www.nxtbook.com/sosland/mp/2014_07_01
http://www.nxtbook.com/sosland/mp/2014_06_01
http://www.nxtbook.com/sosland/mp/2014_05_01
http://www.nxtbook.com/sosland/mp/2014_04_01
http://www.nxtbook.com/sosland/mp/2014_03_01
http://www.nxtbook.com/sosland/mp/2014_02_01
http://www.nxtbook.com/sosland/mp/2014_01_01
http://www.nxtbook.com/sosland/mp/2013_12_01
http://www.nxtbook.com/sosland/mp/2013_11_01
http://www.nxtbook.com/sosland/mp/2013_10_01
http://www.nxtbook.com/sosland/mp/2013_09_01
http://www.nxtbook.com/sosland/mp/2013_08_01
http://www.nxtbook.com/sosland/mp/2013_07_01
http://www.nxtbook.com/sosland/mp/2013_06_01
http://www.nxtbook.com/sosland/mp/2013_05_01
http://www.nxtbook.com/sosland/mp/2013_04_01
http://www.nxtbook.com/sosland/mp/2013_03_01
http://www.nxtbook.com/sosland/mp/2013_02_01
http://www.nxtbook.com/sosland/mp/2013_01_01
http://www.nxtbook.com/sosland/mp/2012_12_01
http://www.nxtbook.com/sosland/mp/2012_11_01
http://www.nxtbook.com/sosland/mp/2012_10_01
http://www.nxtbook.com/sosland/mp/2012_09_01
http://www.nxtbook.com/sosland/mp/2012_08_01
http://www.nxtbook.com/sosland/mp/2012_07_01
http://www.nxtbook.com/sosland/mp/2012_06_01
http://www.nxtbook.com/sosland/mp/2012_05_01
http://www.nxtbook.com/sosland/mp/2012_04_01
http://www.nxtbook.com/sosland/mp/2012_03_01
http://www.nxtbook.com/sosland/mp/2012_02_01
http://www.nxtbook.com/sosland/mp/2012_01_01
http://www.nxtbook.com/sosland/mp/2011_12_01
http://www.nxtbook.com/sosland/mp/2011_11_01
http://www.nxtbook.com/sosland/mp/2011_10_01
http://www.nxtbook.com/sosland/mp/2011_09_01
http://www.nxtbook.com/sosland/mp/2011_08_01
http://www.nxtbook.com/sosland/mp/2011_07_01
http://www.nxtbook.com/sosland/mp/2011_06_01
http://www.nxtbook.com/sosland/mp/2011_05_01
http://www.nxtbook.com/sosland/mp/2011_04_01
http://www.nxtbook.com/sosland/mp/2011_03_01
http://www.nxtbook.com/sosland/mp/2011_02_01
http://www.nxtbook.com/sosland/mp/2011_01_01
http://www.nxtbook.com/sosland/mp/2010_12_01
http://www.nxtbook.com/sosland/mp/2010_11_01
http://www.nxtbook.com/sosland/mp/2010_10_01
http://www.nxtbook.com/sosland/mp/2010_09_01
http://digital.meatpoultry.com/sosland/mp/2010_08_01
http://digital.meatpoultry.com/sosland/mp/2010_07_01
http://digital.meatpoultry.com/sosland/mp/2010_06_01
http://digital.meatpoultry.com/sosland/mp/2010_05_01
http://digital.meatpoultry.com/sosland/mp/2010_04_01
http://digital.meatpoultry.com/sosland/mp/2010_03_01
http://digital.meatpoultry.com/sosland/mp/2010_02_01
http://digital.meatpoultry.com/sosland/mp/2010_01_01
http://digital.meatpoultry.com/sosland/mp/2009_12_01
http://digital.meatpoultry.com/sosland/mp/2009_11_01
http://digital.meatpoultry.com/sosland/mp/2009_10_01
http://digital.meatpoultry.com/sosland/mp/2009_09_01
http://digital.meatpoultry.com/sosland/mp/2009_08_01
http://digital.meatpoultry.com/sosland/mp/2009_07_01
http://digital.meatpoultry.com/sosland/mp/2009_06_01
http://digital.meatpoultry.com/sosland/mp/2009_05_01
http://digital.meatpoultry.com/sosland/mp/2009_04_01
http://digital.meatpoultry.com/sosland/mp/2009_03_01
http://digital.meatpoultry.com/sosland/mp/2009_02_01
http://digital.meatpoultry.com/sosland/mp/2009_01_01
http://digital.meatpoultry.com/sosland/mp/2008_12_01
http://digital.meatpoultry.com/sosland/mp/2008_11_01
http://digital.meatpoultry.com/sosland/mp/2008_10_01
http://digital.meatpoultry.com/sosland/mp/2008_09_01
http://digital.meatpoultry.com/sosland/mp/2008_08_01
http://digital.meatpoultry.com/sosland/mp/2008_07_01
http://digital.meatpoultry.com/sosland/mp/2008_06_01
http://digital.meatpoultry.com/sosland/mp/2008_05_01
http://digital.meatpoultry.com/sosland/mp/2008_04_01
http://digital.meatpoultry.com/sosland/mp/2008_03_01
http://digital.meatpoultry.com/sosland/mp/2008_02_01
http://digital.meatpoultry.com/sosland/mp/2008_01_01
http://digital.meatpoultry.com/sosland/mp/2007_12_01
http://digital.meatpoultry.com/sosland/mp/2007_11_01
http://digital.meatpoultry.com/sosland/mp/2007_10_01
http://digital.meatpoultry.com/sosland/mp/2007_09_01
http://digital.meatpoultry.com/sosland/mp/2007_08_01
http://digital.meatpoultry.com/sosland/mp/2007_07_01
http://digital.meatpoultry.com/sosland/mp/2007_06_01
http://digital.meatpoultry.com/sosland/mp/2007_05_01
http://digital.meatpoultry.com/sosland/mp/2007_04_01
http://digital.meatpoultry.com/sosland/mp/2007_03_01
http://digital.meatpoultry.com/sosland/mp/2007_02_01
http://digital.meatpoultry.com/sosland/mp/2007_01_01
http://digital.meatpoultry.com/sosland/mp/2006_12_01
http://digital.meatpoultry.com/sosland/mp/2006_11_01
http://digital.meatpoultry.com/sosland/mp/2006_10_01
http://digital.meatpoultry.com/sosland/mp/2006_09_01
http://digital.meatpoultry.com/sosland/mp/2006_08_01
http://digital.meatpoultry.com/sosland/mp/2006_07_01
http://digital.meatpoultry.com/sosland/mp/2006_06_01
http://digital.meatpoultry.com/sosland/mp/2006_05_01
http://digital.meatpoultry.com/sosland/mp/2006_04_01
http://digital.meatpoultry.com/sosland/mp/2006_03_01
http://digital.meatpoultry.com/sosland/mp/2006_02_01
http://digital.meatpoultry.com/sosland/mp/2006_01_01
http://digital.meatpoultry.com/sosland/mp/2005_12_01
http://digital.meatpoultry.com/sosland/mp/2005_11_01
http://digital.meatpoultry.com/sosland/mp/2005_10_01
http://digital.meatpoultry.com/sosland/mp/2005_09_01
http://digital.meatpoultry.com/sosland/mp/2005_08_01
http://digital.meatpoultry.com/sosland/mp/2005_07_01
http://digital.meatpoultry.com/sosland/mp/2005_06_01
http://digital.meatpoultry.com/sosland/mp/2005_05_01
http://digital.meatpoultry.com/sosland/mp/2005_04_01
http://digital.meatpoultry.com/sosland/mp/2005_03_01
http://digital.meatpoultry.com/sosland/mp/2005_02_01
http://digital.meatpoultry.com/sosland/mp/2005_01_01
http://digital.meatpoultry.com/sosland/mp/2004_12_01
http://digital.meatpoultry.com/sosland/mp/2004_11_01
http://digital.meatpoultry.com/sosland/mp/2004_10_01
http://digital.meatpoultry.com/sosland/mp/2004_09_01
http://digital.meatpoultry.com/sosland/mp/2004_08_01
http://digital.meatpoultry.com/sosland/mp/2004_07_01
http://digital.meatpoultry.com/sosland/mp/2004_06_01
http://digital.meatpoultry.com/sosland/mp/2004_05_01
http://digital.meatpoultry.com/sosland/mp/2004_04_01
http://digital.meatpoultry.com/sosland/mp/2004_03_01
http://digital.meatpoultry.com/sosland/mp/2004_02_01
http://digital.meatpoultry.com/sosland/mp/2004_01_01
http://digital.meatpoultry.com/sosland/mp/2003_12_01
http://digital.meatpoultry.com/sosland/mp/2003_10_01
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