Food brands get a taste for digital: Whole Foods, Campbell's Soup and the New York Times at Internet Week 2013

Stephen Whiteside

Although the food industry is home to many of the highest-spending advertisers in the US, it is not typically renowned for pioneering new digital marketing strategies. But this could be about to change, as disruptive technologies are combined with companies' and consumers' shared desire for increased authenticity and transparency.

That was the message from speakers at Internet Week, an annual conference held in New York in May 2013, which dedicated a whole day to discussing how food brands are seeking to bring something different to the table.

The brand opportunity

To Ariel Norwood, online and social media team leader for the northeast region at supermarket chain Whole Foods, most major players have responded slowly to tech developments. “There really hasn’t been a lot of innovation,” she said. “We as a company have bought a lot of innovation, but we’re only 340 stores. In general in the grocery business there has not.”