How to create a value proposition for food brands during a pandemic and recession

Research firm Ipsos has built out a way to construct meaningful value propositions at a time of disruption in normal business patterns.

As COVID-19 began to spread, marketers hurriedly released ads that expressed solidarity with consumers.

“There were a lot of companies and brands out there talking about, ‘We're in this together’, ‘We're here for you.’ And that felt good for a while,” said David Gryga, US svp/market strategy and understanding for research at Ipsos, the insights provider, at its virtual 2020 Food Industry Summit.

But as it surveyed consumers, Ipsos found another sentiment emerging: “The question became: ‘What are you going to do about it?’ ‘How can you help me?’ - especially in times when we saw that prices increasing for...

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