The Food, Mood and Media Connection
2018 Finalist

The Food, Mood and Media Connection

News Corp Australia

Sydney, Australia

Category Best Use of Consumer Research

Media associated with this campaign

Overview of this campaign

The key objective of this research was to understand the intrinsic relationship between food, emotion and media. To uncover the emotions that underpin the consumer food journey and how, through the use of media, we can motivate consumers to drive positive action.

Continue our market thought leadership position as the media network that knows food audiences better than anyone else by demonstrating our depth of consumer understanding in the category.

Develop new and highly targeted commercial opportunities for our advertising partners that would drive true results. Increase ad market revenue and share amongst food advertisers by enhancing existing partnerships, initiating new sales conversations, new briefs, and follow up client immersion sessions. Help to diversify and grow investment from non-food advertisers.

Deliver a comprehensive national trade and PR rollout of 3 separate breakfast trade events in Sydney, Melbourne and Brisbane comprising a presentation of the research results together with a panel discussion featuring Food Writers, Editors attended by clients and agency executives.

Ensure our editorial, marketing and commercial strategies continued to be in line with consumer behaviour.


Results for this campaign

We invited the most senior client and media agency decisions makers to a series of exclusive breakfast events held over 3 days in Sydney, Melbourne and Brisbane. With over 500 attendees each event was hosted by Matt Preston (Celebrity Food personality).

 

At each event we showcased the research findings and proved how as a result we re-engineered our business to ensure we are best positioned to service our customers and drive commercial success.

 

Our research discovered that Millennials are twice as likely to say that celebrity chefs have more influence on their cooking than food bloggers. This led to the development of the Food Corp Talent Network - a premium full service offering delivering a solution which matches an advertisers brand with the right talent and the right audience to really connect.

 

We discovered that a key emotional roadblock at the shopping stage is boredom. As a result we built and launched a solution - Aisle Watch - that creates the excitement and motivation needed to generate positive action. Aisle Watch is our new mobile-led consumer advocacy video platform targeting consumers at key decision making times to empower and offer solutions.

 

At each event we held a panel Q&A session which discussed the research and which was attended by top tier food critics and marketers. Our PR programme incorporated trade press releases on respected industry platforms including media week and B&T, along with a presence on Media-I, a 500 screen industry TV network.

 

Such was the success of the events that we were also invited on to Sky News to discuss the research findings and to further endorse Food Corp’s credentials as Food Media leaders.

 

Since the trade release of the research we've secured 21 incremental briefs totalling $4.45M and have secured follow up immersion sessions with senior marketing execs at tier 1 FMCG clients.

 

The Research was critical in helping to over deliver our Q2 revenue target of $5.98M by an incremental $710K.


Contact

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