How marketing helps form our emotional relationship with food
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I was thrilled to speak at Food Vision, which took place in Cannes, France on 2nd – 4th March 2016. It was very exciting to be part of an occasion that brought leaders in the global food, drink and nutrition industries together to discuss the future and share insights. I was particularly happy about the opportunity to discuss a subject I’m incredibly passionate about. My talk ‘Food for the heart’, looked at marketing’s power to form and alter our emotional relationships with food. This is something I’ve put a lot of thought into over the last year and I’m still on a mission to deepen my understanding of.
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How marketing helps form our emotional relationship with food
- 1. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde #FoodVision Food for the Heart How marketing forms and changes our emotional relationships with food
- 2. Karen Fewell @DigitalBlonde “Some of the best moments in life happen around a table when we are eating and drinking with people we love” Karen Fewell @DigitalBlonde #FoodVision
- 3. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde #FoodVision We all make different choices about food & drink
- 4. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde #FoodVision We all have a very different & individual relationship with food
- 5. Karen Fewell @DigitalBlonde Surrounded by food related challenges Karen Fewell @DigitalBlonde #FoodVision
- 6. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde #FoodVision Eating is a learned behaviour
- 7. Karen Fewell @DigitalBlonde@DigitalBlonde An average person makes more than 200 decisions about food every day, many of which are made unconsciously Karen Fewell @DigitalBlonde #FoodVision
- 8. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde Primal Emotional Rational Decisions Karen Fewell @DigitalBlonde #FoodVision
- 9. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde Which food & drink brands influenced my emotional relationship with food? Karen Fewell @DigitalBlonde #FoodVision
- 10. Karen Fewell @DigitalBlonde My ultimate goal is to understand the full impact of marketing on why, when, what and how we eat Karen Fewell @DigitalBlonde #FoodVision
- 11. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde Marketing has changed more in the last five years than the previous 50 Karen Fewell @DigitalBlonde #FoodVision
- 13. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde #SMWFoodPsychKaren Fewell @DigitalBlonde #FoodVision
- 14. Karen Fewell @DigitalBlonde Order Domino’s by tweeting a pizza emoji Karen Fewell @DigitalBlonde #FoodVision
- 15. Karen Fewell @DigitalBlonde Advances in neuroscience and psychology Karen Fewell @DigitalBlonde #FoodVision
- 16. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde "There is no 'Buy' button in the brain. There is a 'Story' button." #SXSW @DigitalBlonde Karen Fewell @DigitalBlonde #FoodVision
- 17. Karen Fewell @DigitalBlonde STORIES . . . Karen Fewell @DigitalBlonde #FoodVision
- 18. Karen Fewell @DigitalBlonde What are conversation starters
- 19. Karen Fewell @DigitalBlonde Experiment to find out how our depth of emotion differs online Karen Fewell @DigitalBlonde #FoodVision
- 20. Karen Fewell @DigitalBlonde Experiment Part 1 Karen Fewell @DigitalBlonde #FoodVision
- 21. Karen Fewell @DigitalBlonde Then we took user generated content ……. Karen’s iPhone snaps from the Foodology® evening Karen Fewell @DigitalBlonde #FoodVision
- 22. Karen Fewell @DigitalBlonde Experiment Part 2 & 3 Karen Fewell @DigitalBlonde #FoodVision
- 23. Karen Fewell @DigitalBlonde 1 2 3 4 5 The offline experience is much more sensory and immersive and results in greater arousal The description version of the pictures is 3.0 Pictures only 2.7 3.6 The offline/real experience People's emotional reactions to the dishes are stronger offline Karen Fewell @DigitalBlonde #FoodVision
- 24. Karen Fewell @DigitalBlonde Do we crave the brand as much as the dish? Based on UK 6,447 tweets between 27th Jan 2014 – 28th April 2014 0 200 400 600 800 1000 1200 1400 Crave chicken Crave Nando's FEMALE 67% MALE 33% Crave Chicken FEMALE 69% MALE 31% Crave Nando's Food that is most likely to be mentioned when someone tweets about “craving Nando’s”
- 25. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde New Digital Blonde measure of modern day brand love Karen Fewell @DigitalBlonde #FoodVision
- 26. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlondeKaren Fewell @DigitalBlonde #FoodVision Love Lust Adoration
- 27. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde Looking at how Londoners feel about these food-to-go brands Karen Fewell @DigitalBlonde #FoodVision
- 28. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde ...these casual dining brands Karen Fewell @DigitalBlonde #FoodVision
- 29. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde Top 3 most loved food-to-go brands Karen Fewell @DigitalBlonde #FoodVision Strongest drivers of love for McDonald’s are passion and emotion The strongest love driver is passion Passion is again a driver for KFC love - but so, too, are nostalgia and attachment. Loving KFC may be to do with a history of outings with family and friends
- 30. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde 18% 15% 18 % 15 % Karen Fewell @DigitalBlonde #FoodVision
- 31. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde ImplicitAssociation(speedofresponse) Popularity (% agreeing with the statement for each brand) Karen Fewell @DigitalBlonde #FoodVision
- 32. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde Top 3 most loved casual dining brands Karen Fewell @DigitalBlonde #FoodVision Love for Pizza Express is driven by emotion/pleasure and identity (passion and self congruency) as well as trust Most popular attribute was nostalgia. This appears to be an important element for casual dining brand love, as one might expect in terms of creating memories with friends and family The strong drivers of love for this brand were emotion, nostalgia and trust
- 33. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde ImplicitAssociation(speedofresponse) Popularity (% agreeing with the statement for each brand) Karen Fewell @DigitalBlonde #FoodVision
- 34. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlondeKaren Fewell @DigitalBlonde #FoodVision
- 35. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde #FoodVision What we have learnt so far . . . - Important to look beyond what people express as their feelings and to really understand their subconscious and emotional decisions - Work with neuroscientists and behavioural scientists on marketing projects – use their support to help evolve and measure activity and campaigns - Recognise the changing the role of research agencies and marketing/advertising/PR agencies - Continual experimentation - far more responsive to emotional needs xxx
- 36. Karen Fewell @DigitalBlonde How can we use this insight for good? Karen Fewell @DigitalBlonde #FoodVision
- 37. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde #FoodVision “Research shows that exposure to whimsically cute products primes mental representations of fun, increasing consumers’ focus on approaching self- rewards and making consumers more likely to choose indulgent options.”
- 38. Karen Fewell @DigitalBlonde Nir Eyal, Hooked Model Karen Fewell @DigitalBlonde #FoodVision Developed with a set of ethical questions
- 39. Karen Fewell @DigitalBlonde What should you be doing? Karen Fewell @DigitalBlonde #FoodVision Find partners with behavioural insight together with creative and strategic thinking Understand the emotional profile of your brand – you cannot get emotion wrong Explore different ways of building an emotional connection to your brand e.g. stories Act responsibly and ethically and align this with good commercial sense Recognise people do have a desire for a healthy relationship with food
- 40. Karen Fewell @DigitalBlondeKaren Fewell @DigitalBlonde #FoodVision Exciting journey for Digital Blonde…. Emotional landscape Experiments Power of marketing Share our passion for better relationships with food
Editor's Notes
- Understanding emotional relationship with food How we can do it How we can use it to do better marketing
- Lets just look at our deeper relationship with food These are around food
- Photo of Hazel, Chloe and Bradley Talk about the day Mum let them choose what they wanted in super market Hazel strawberries Chloe sweets she wouldn’t normally be allowed Bradley, the Kinder Egg, wanted the toy, left the chocolate
- Rationally the food is the same We all have a very different and individual relationship with food Love, hate, guilt etc
- Obesity epidemic image Global food shortages image Sum up that much is being done to raise awareness of this and it is widely recognised that changes need to take place, and much legistlation, product development, health campaigns, Education programmes and marketing messages are being done
- Can’t just educate further down the line – something that was learnt a while ago eating is a learned behaviour Need to change the way they think and feel about food ….. Therefore their relationship with food and how they behave as a result
- Link social listening – brand view People express – craving – brand nandos more chicken
- Link social listening – brand view People express – craving – brand nandos more chicken
- Really important to understand this Standard measures But not arounf food and drink marketing So we developed our own measures New approaches- finding unbelievably useful –helping our work in ways we couldn’t have believed
- Just one emotion to illustrate
- We are begiining a journey at the mo, where we understand emotions Around food and food experiences Here is what we have learnt so far How important to look beyond what people express as their feelings, and to really understand the subconscious and emotional decisions Building realtionships with b.s and neuroscientists – not the people who write the reports and hand them over - working with them on marketing projects, help evolve and meaure them Importance of changing the role of research agencies, and marketing/ad/pr agencies Continual experimentation in partnership with clients– why we invest our own time and money, far more responsive to emotional needs 3 children, how this wont
- Responsible marketing & the future. . . . How can we change peoples emotional relationship with food and food experiences These are the things I think we can in To understand more deeply the marketing channels that work best Emotion and stories How could this be used for good effe
- Code of conduct research shows that exposure to whimsically cute products primes mental representations of fun, increasing consumers’ focus on approaching self-rewards and making consumers more likely to choose indulgent options. Cute things engage the emotional brain and make us indulge the 'monkey brain's' desires however baby schema induce a careful, attentive response (evolutionary mechanism for looking after offspring) which in turn makes us more careful about what we eat.
- brand in the broadest sense of the word – seth godin) - why we cant get it wrong dove
- Questions trying to answer - Full range of emtions – emotional landscape Doing experiments – always looking for partners or brand owners to help Contnuing understanding of marketings power How to use the knowledge to help our clients build brand loyalty and drive sales Passionate about the industry and people having better relationship with food – looking at ways of using that knowledge, sharing the measures, research