Latest Digital Marketing Trends in the Food and Beverage Industry.

Tuesday 26, 2017 | Digital | BY Team Six Inches

Engagement Campaigns and Influencer Marketing were trending hot in 2017. The year also saw many Food and Beverages brands collaborating with maximum number of digital media platforms at the same time to carry out their digital marketing campaigns.
Some of the best Indian Food and Beverages brand campaigns so far are:

1. Twitter Contest: Nestle India’s #UntrendLikeHotHeads
To promote the spicy new variant from Maggi – Maggi Hotheads, Nestle India urged their youth target audience to break free from popular trends and display their original, unique selves. The youth being youth jumped to the idea and within 3 days of launch, the #UntrendLikeHotHeads campaign had garnered 13 million impressions and 28,000 hashtag mentions.
Nestle wanted to know:

And the people responded

Source: ET Brand Equity

2. Roping in Food Bloggers: Parle’s#ApniDiwali campaign
This Diwali Parle launched its #ApniDiwali campaign, where they partnered with food bloggers, who went on to create delicious dishes using Parle products.This campaign was extensively promoted on Facebook. Some recipes that stood out were Happy Happy Choco Chip Shake by Food Maniac India, Kaju Barfi with Parle Twenty Twenty by Food Of Mumbai, and Crunchy Parle Bakesmith Marie Choco Ladoos by The Crazy Indian Foodie. The underlying idea was to go back to simpler times when the festival of lights was about family, friends and food.

Watch recipe of Chatpati Cheeslings Bhel that was whipped up as part of the campaign.

3. Digital Campaign: Society Tea’s #OneMinuteTeaChallenge
When Society Tea launched its One Minute Tea, it challenged Twitter users to solve a puzzle within a minute before the tea got ready. They sent Society Tea One minute tea kits along with simple puzzles to interested participants, and to influencers. Video-recordings of them taking the challenges were then shared on social media under the hashtag #OneMinuteTeaChallenge.While the puzzles were easy, most of the contestants could not complete them on time. Though the campaign seems to be officially over, you can still try your hand at the challenge by visiting their site.

Ad highlighting the campaign

4. Different messaging on YouTube, FB, Instagram and Twitter yet perfectly integrated: Snicker India’s Hunger campaign
Snickers has been reemphasizing this idea for years that you are not yourself when you are hungry. This time around, it came up with packs where the logo was swapped with different hunger symptoms, made available in 4 local languages.People could now pick packs that either represented who they are when they are hungry or pass them on to friends who matched the description such aPakau, Cry Baby, LaatSahab, Drama Queen, etc. This new packaging innovation was extensively run on different social media platforms. On Twitter, it ran a contest where it asked users to tweet what happens #WhenYouAreHungy. It received about 4.5 lakh tweets.

Snickers Campaign on Twitter
Snicker’s campaign on Facebook
Snickers 6 –sec TVC on YouTube

5. Havmor’s #TheCoolestSummerJob Campaign
Havmor launched a hunt for its Chief Tasting Officer through #TheCoolestSummerJob campaign.The job profiles of the CTOs were to taste the ice-creams and inspire them to come-up with a sparkling innovative flavour.It invited online entries through a microsite and extensively promoted the campaign on its social media platforms. People had to submit a 2-minute video capturing one’s passion for ice-cream and the understanding of the local palate.They also roped in renowned Chefs – Vicky Ratnani and Sanjana Patel to conduct a knowledge sharing session for the selected candidates. The campaign received an overwhelming 4400 entries, out of which four were announced as winners

Source: AdGully
Watch the journey of the Chief Tasting Officers Source: Social Samosa