5 ways brands are saying: ‘We Heart Breakfast!’
Breakfast is the most important meal of … yawwn. Tired of hearing that? Well, consumers are, too.
Increasingly, brands are finding it a chore to stand-out from the clutter of cereal boxes and fruit juices on food aisles. How then can players in this category be the first thing on people’s minds when they hop/drag themselves out of their warm sheets every (dreaded) morning?
By owning a proposition of course! Here are 5 ways brands are talking about breakfast to persuade buyers to list them in their supermarket ritual.
1. “We brighten up your mornings.”
The now-famous ad campaign by Tropicana says it all. By installing an impressive, floating ball of light, the household name in orange juice gave a Canadian arctic town their ‘sun’ after 31 days of darkness.
Folgers coffee however takes a step in the more traditional route by banking on their long-beloved tagline: “The Best Part of Wakin’ Up.” They are so in love with it they’ve even held a jingle contest for it. Well… check out the winner here.
2. “We are convenience.”
DIY breakfast has been Aunt Jemima’s USP for years, and consumers are so attached to waking up to maple syrup drizzled on hot pancakes that the brand has taught us how to make our very own breakfast in bed! *grins*
American packaged coffee giant Maxwell House brings the experience of drinking a quality cuppa from the café back to the comforts of your home, allowing them to proudly claim that “the coffeehouse has got nothing on your house.” True that.
3. “We are organic and farm-led.”
For the health conscious (or at least those who pretend to be), Rude Health sounds almost unapologetic in their dedication to naturally sweet ingredients such as honey, and everything organic from their muesli to porridge – “no added salt, refined sugars or rubbish.” Good to know.
Disregarding the creepy-looking revamped Sun-Maid girl, the iconic raisin brand takes pride in their premium quality and organic dried fruits grown on Californian farms. Recent news has stated that raisins help reduce sugar levels after meals, so if you need something healthy to munch on to prevent yourself from dozing off after that heavy breakfast, Sun-Maid it is.
4. “We make breakfast fun for your kids.”
To keep that hyperactive kid from sprinting around the dining table instead of sitting down to consume his morning amount of nutrients, cereal brands have long stuck themselves into the minds of children, transporting them from the sci-fi world of Nestle’s Honey Stars to enticing them with irresistible toys on Cheerios.
But before we launch into a debate of whether the toys are most beneficial for kids, Fresh & Easy’s Apple & Cinnamon Smiles is the best example of eating breakfast and working their brains at the same time. Go figure!
5. “We are your day fuel.”
Kellogg’s Nutri-Grain recommends their fibrous whole grain bars for people to “take on the day”, giving you enough energy to last.
Then, Kraft’s belVita tells its customers to “grab morning by the biscuits” – a cheeky proposition that extends brilliantly into an ad campaign featuring two cops who rely on the brand to power through many ‘harrowing’ activities in the day. Watch it for a hearty laugh.
Nowadays as brands seek to expand their brand architecture and portfolio into this increasingly lucrative segment, it is important to be single-minded and consistent in their proposition. The consumer market is a bunch of time-pressed but calorie-counting individuals, thus nailing that one big idea is undeniably the most crucial strategy to ultimately be a mainstay on people’s breakfast tables.
In: Advertising, Brand communications, Brand Experience, Brand Strategy, Food and Drink, Graphic design, Insights, Viewpoints · Tags: Breakfast, Cereal, Coffee, Kids, Snacking, Tropicana