When it comes to marketing foods, the power of Occasions Based Marketing, has been recognised for a long time. Since consumers eat by occasions, not by demographics or psychographics, owning a consumption occasion provides an opportunity to speak to consumers across the board and make particular brands synonymous with an occasion. There are many food related brand exponents of OBM, some of which we have collated below for your viewing pleasure!
This new Birds Eye campaign aims to encourage people to consider the brand for more meal occasions in a fun and family orientated piece. Over the past couple of years, Birds Eye have shifted from product-based to occasion-based marketing to change consumer perceptions of the frozen food sector. Using this method, Birds Eye highlight the health benefits of its products while also offering recipe suggestions to bring its marketing more in line with its key audience of mums.
Marks and Spencer
It’s the Marks & Spencer ‘dine in for 2 for a tenner’ campaign. You’ve never seen occasion-based messaging quite so blatant or quite so well done as this. A brilliant strategy in an economic downturn, with things still looking pretty dire overall in the Mother Country.
American Pop Corn brand, ‘Pop Secret’ launched a campaign that focuses on the home movie-watching experience, linking the brand to eating occasions with classic movies. A great refresh of an already strong pairing between product and occasion, but revamped and strongly branded.
Asda’s Easter campaign encourages the UK to have some fun and create a dancing chick which they can share with friends via social media!
Kelloggs dominate the breakfast category with an array of occasion specific products, but takes the product away from the breakfast table by including biscuits you can consume on the go.
Through specialist packaging the brand encourages families to bake more at key times of year, such as Halloween, Christmas and Pancake Day, with packs including recipe suggestions showcasing the versatility of the products. A fun way to attract adults and children alike!
As part of a clever marketing campaign Tefal launched an app where you can get a “unique pancake day photo” of your face in a pancake! A great way to strengthen ties to the brand and Pancake day as well as providing a fun way for consumers to get creative and share the results through social media.
It wouldn’t be quite right to present a collection of occasion based marketeers without including Coke. These occasion based advertisements began as a way of creating adverts associating Christmas and Santa Claus with the drink because people often thought of Coca‑Cola as a summer beverage. However, decades later and the iconic Coke Santa is still reminding people that Coca‑Cola is the perfect festive beverage.