For many Americans, vaccines are done and masks are coming off. Regardless of either of those, people are coming out into the world again as we enter our post-vaccine phase and prepare to welcome the new summer season. Seasons, holidays and even “food marketing holidays,” like National Picnic Month, can represent big opportunities for brands and retailers. National Picnic Month, during July, is especially relevant to the snack and beverage categories.
HERE’S A TEST YOU CAN EASILY DO RIGHT NOW
Open a web browser, like Google, or a social media platform, like Instagram, and type in the search area “your product category or product name + picnic” and see what search results come up. For example, type:
“charcuterie + picnic,”
“sparkling water + picnic,”
“wine + picnic basket,”
“healthy snacks + picnic.”
If your brand is not a part of the results, mark that down as a conversation you need to work to be a part of, and possibly even lead, or attempt to “own.”
Photo source: Google.
Food and beverage brands should naturally have marketing communications campaigns around their biggest selling seasons and holidays, but don’t forget about occasions you can own as well, like picnics. Might your snack product or sparkling water be the product people think of when they plan their picnic? When couples, for example, plan a picnic date, or a group of moms plan a mother-baby picnic at a playground, don’t you want to be the brand that they think of when they plan their ideal picnic experience.
According to our shopper research, we know American consumers are currently very keen to gather with friends and family again (after over a year apart,) and feel more comfortable doing so outdoors. Many of the people we’ve recently interviewed proactively brought up spring and summer picnics are something they are already doing or planning to do soon. We also know that amongst the more natural consumers, they are even more focused now on minimizing single-use plastic in food & beverage products they buy.
For example, one millennial woman in Washington, DC shared with us…
““I used to pop into a grocery store and buy ready-made sandwiches and appetizers on the way to picnic in the park, but so much of that stuff has way too much plastic, some that’s not even able to be recycled. I now prefer to prepare food at home and am using reusable containers from home. For wine, I’m bringing stainless steel cups or glasses. I feel much better about making a pretty picnic out in Mother Nature if what I’m consuming is not bad for the Planet.””
We know consumers that feel good about what they purchase are more likely to tell others, who will also potentially buy your products.
- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR
If you’re keen for your brand to start owning occasions for your category, like picnics, the backyard BBQ, pool parties, etc, let’s talk about how to make that happen. Contact us to learn more.
Autumn is almost here and Halloween is our next major holiday. I know a certain segment of our population here in the USA is keen to cancel just about everything, but rest assure many consumers will still be celebrating Halloween this year.
We encourage our PR clients to think of seasons and major holidays, like Autumn and Halloween, as a series of “mini events” in an effort to stretch out the season and create more purchase opportunities.
Even in a pandemic, here are just a few of the “mini events” (and buying opportunities) you can still build shopper marketing around.
Front door decor - People are already eager to embrace fall. Bring on the pumpkins, pumpkin spice lattes, and all the fun home decorations that can help us keep our spirits up during this challenging year. Fall decor at front doors is an American tradition, whether someone has a big house or a tiny apartment. We need all the cheer we can get during 2020; I expect people to keep decorating their doorways and I hear some plan to be even more elaborate since we’re all spending so much more time at home these days.
Pumpkin picking - Picking pumpkins outside is still a fun activity most people can feel comfortable participating in.
Halloween home decorations - In addition to the fall door decor, which typically comes fairly early on in the season (September,) we expect more people to take their home decoration for Halloween even more seriously. We’re not just talking jack-o'-lanterns, but also larger-than-life, inflatable ghosts & pumpkins, projections onto houses, and anything else to amuse and entertain.
Costume shopping - Although many will need to wear a face mask on top, it sounds like everyone is still keen to dress up, either buying new costumes or perhaps recycling some from years past.
Halloween grocery haul - In addition to purchasing Halloween candy (probably quite a bit less than usual,) many plan to do a big grocery shop just ahead of the holiday to make a special dinner and sweet treats at home. Since trick or treating may not be possible, many people we’ve spoken with are planning to make the holiday special by staying home and making special treats for their immediate household, or with friends, at a safe distance.
Halloween treat bags - Instead of traditional ‘trick or treating,’ several folks we’ve conducted research with are planning to offer individually wrapped treat bags (at a distance) to others they know personally. Many are even planning small gatherings, Halloween treat meet & greets, outside to share candy and enjoy seeing costumes with neighbors.
Fall door decor found at American’s homes
If your brand produces products, like Halloween candy, that are ideal for fall and Halloween, be sure to show consumers safe and socially-distanced ways to incorporate your products into a 2020 type of Halloween experience.
Here is a Halloween end cap we spotted recently at a Whole Foods Market store. Have you noticed or produced any creative holiday merchandising for Halloween this year?
Speaking of holidays, Green Purse PR is now producing a monthly calendar, a list of holidays (major holidays and marketing holidays) to help guide your PR and social marketing programs. Subscribe to our monthly e-newsletter, #GetInHerCart, here to get access.
- Lisa Mabe-Konstantopoulos, Founder, Green Purse PR
