The Coronavirus pandemic has transformed food marketing as people spend more time eating at home, rediscover forgotten brands, and take up new habits like baking.
But as advertisers scrambled to roll out messaging appropriate for the COVID-19 crisis, the results resembled “a sea of sameness,” suggested Megan Tiedt, a VP in the client organization at research firm Ipsos, and who leads a team focused on creative excellence and brand tracking.
Addressing delegates at the organization’s virtual 2020 Food Industry Summit, she outlined several guidelines for brands in the category based on:
- meta-analysis of over...