Snack food salience
Matthew GladstoneGrey London
Getting stand-out is vital for impulse-buy snack foods. Grey London's Matthew Gladstone offers seven ways to acquire brand salience.
Snacks are in some ways an extreme of marketing. They are highly driven by impulse, salience and close-to-purchase triggers. Extreme does not mean irrelevant. As the fight for attention becomes harder, the store environment more pressured, it's our contention that some aspects of snacks and fast foods represent the leading edge of marketing.
Most snack food purchases are unplanned, impulsive, sensation-seeking, and are not planned down to brand/product level. People come in aiming at...