This report describes how US food brands have found success with advertising campaigns which persuade consumers to increase product consumption occasions.
Food brands adopt this communication strategy for a range of reasons, including:
1. New consumption occasions can be an alternative to NPD
The creation of new consumption occasions provides food brands with an opportunity to reposition and reach new audiences. It can be an effective way to revitalize a brand and curb declining sales.
2. An opportunity to demonstrate brand personality
Advertising new consumption occasions can refresh a brand's image and challenge perceptions. And developing a...