JWT’s AnxietyIndex is designed as a place to discuss how brands and consumers are responding to the global recession. With daily content updates, AnxietyIndex.com includes contributions from around JWT’s network, offering a truly global perspective.
As the cost of living in the U.K. rises and Brits become increasingly anxious about covering the cost of their weekly shop, supermarkets must work harder to keep customers loyal. According to recent research, the cost of living in the U.K. is 11 percent higher than the international average and an incredible 18 percent higher than it is in the United States. In addition, since the horsemeat scandal broke, U.K. advertisers can no longer rely solely on a “cheapest price” message. The public still wants their food to be as inexpensive as possible, but the scandal made it clear that there’s often a price to be paid when offerings appear too cheap to be true.
Low-cost supermarket Asda has previously focused on price against their competitors. In a marked departure from its usual method of communicating, the retailer is now engaging the consumer with the reality of juggling a busy household and bills in an amusing, charming and also honest way, before the lowest-price message comes along in all its glory. Asda’s new price lock initiative, which freezes the costs of essentials for a 12-week period, seems a clever tactic to prevent regular and potentially new consumers from shopping around week on week.
From the buzz of the alarm clock to the frantic rush to get ready, early morning can often be the most anxiety-producing time of day. Recently we wrote about Tropicana’s “Worst Morning Ever” campaign, which empathized with harried commuters. Now a spot from McDonald’s in Austria uses whimsical humor to show a McDonald’s breakfast as a respite from a typically stressful morning.
With the line “Not everything is as easy as a McDonald’s breakfast,” the “Easy Morning” commercial puts a slightly surreal spin on a man’s morning, from alarm clocks buzzing around his head to a horde of impatient shoes awaiting him to a claustrophobic sidewalk crowd. Relief comes at McDonald’s, where the protagonist relaxes with a very appealing looking “Viennese breakfast” and cappuccino. Though most of us don’t actually have time for a leisurely breakfast stop, the commercial makes us aspire to do so.
The horse meat scandal is perhaps the greatest food transparency issue in recent years. It continues to grow, and here in the U.K., the majority of big retailers have been affected in one way or another. The country’s largest retailer, Tesco, has felt the effects the hardest, with a number of their value products implicated. This resulted in an apology ad that guaranteed a full refund in national press.
By contrast, the scandal has played into the hands of Morrisons, which can claim “100% British meat” and has around 1,700 butchers across 500 in-store butcher counters in the U.K. They capitalized on the scandal with ads stating, “100% British. 100% of the time.” Morrisons has said they’ve had an unprecedented number of customers approaching them for advice and to buy fresh burgers, among other meats. The results have been significant: fresh meat counter sales have risen 18 percent, sales of fresh beef burgers are up 50 percent, and sales of beef mince are up 21 percent.
As we noted last year during the “pink slime” scandal in the U.S., as consumers grow increasingly anxious about food quality, brands that can clearly illustrate safety and purity will continue to gain ground over those with suspect ingredients.
As the struggling U.K. economy emerges out of another winter, Lurpak Butter is advocating a traditional British approach to adversity. Acknowledging that just getting though the week has become tougher, the brand shows how hard work and effort has its own rewards—although apparently these come in the shape of a shepherd’s pie or bread and butter pudding, in the short term.
“If we can get through an Ice Age, we can get through this week,” declares the voiceover in a humorously over-dramatic spot that showcases sensual food shots. “Tomorrow, we’re ready for you.” With outdoor posters highlighting qualities like “Optimism” and “Strength,” Lurpak firmly places the power to endure in the hands of the British public, evoking its infamous “stiff upper lip.”
Coca Cola brought its “Happiness” brand message to consumers in Italy last fall with “Let’s Eat Together,” a campaign focused around making mealtimes more sociable again. For its “Happiness Table” stunt, the brand drove a van with the iconic Coca-Cola branding into a square in Naples and set up dining tables, inviting locals to join the fun. Bottles of soda were served up alongside some signature dishes from Italian chef Simone Rugiati. The concept extended to a Let’s Eat Together tool on Facebook, enabling users to invite family and friends to eat with them.
While “eating together is a primary source of happiness,” as the brand notes in this case study video, our busy professional lives are draining any quality time we have with our friends and family. Italy, the birthplace of the Slow Food Movement, seems like an ideal place to pitch a message that Coke has been spreading across markets (we wrote about the German campaign “Coke sets the table” several years ago).
As Spain’s crisis grinds on, more of its marketers have been addressing the situation directly, as Agence France-Presse reported last year, “trying to lure hard-hit buyers by appealing to Spanish values of friendship, family, and proud resistance.” We’ve posted about some of these efforts over the last few years, including campaigns from a radio program, Mahou beer, Carrefour, Coca-Cola and Campofrío, a deli brand. The latest from Campofrío is a sweet, humor-tinged 60-second spot that aims to boost viewers’ national pride and give them hope for themselves and their country.
The spot opens with the famous clown Fofito saying he’s read that sales of antidepressants have reached a record, and that with the joblessness and pervasive news about how badly the country is doing, “it’s only natural that you end up thinking you are useless.” He’s speaking about the country itself. So he goes on to create a “résumé” for Spain, detailing a range of achievements—everything from seven Nobel prizes and Oscars to Don Quixote, Chupa Chups, athletic prowess and infrastructure. “Don’t forget today’s youth,” two young women tell him, assuring that while younger Spaniards are leaving, “we’ll be back.” The oldest generation gets a nod too: A grandma is a “champion” for supporting her children and grandchildren with her pension. Along the way, several Spanish notables make cameos, including tennis star David Ferrer and singer Malú.
“You are smarter and stronger than you think,” says Fofito as the spot winds down. It concludes: “Let nothing and no one deprive us of our way of enjoying life.” Campofrío connects the brand with an optimistic national outlook (much like Chrysler’s “Halftime in America” at last year’s Super Bowl) that’s also grounded in facts and faces that strike a chord—and turns enjoyment of its products into a statement about not giving up on Spain or life itself.
To view with subtitles English subtitles, click here.
Suppose you find out that a co-worker has stolen your lunch and eaten it, especially after you’ve been fantasizing about your delicious meal in the office fridge. Unfortunately, this is a widespread phenomenon in every office. The million-dollar question is, How can this be prevented? BGH, a microwave manufacturer, is humorously fighting this low-level employee anxiety with the world’s first alarm-equipped Tupperware container. Its purpose: to keep food safe at work.
A series of three commercials from Argentina showcase the concept. “The Big Steal” opens with what sounds like a car alarm, and we see a man running desperately through his office—not to reach his car, as we discover, but to rescue his lunch from the clutches of a food thief. His Tupperware alarm has saved his meal. The risk of stolen food increases when the dish is heated by BGH microwaves, says the brand, because their devices are so good at cooking. Consumers can obtain these unique Tupperware containers only by submitting cooking tips to BGH’s Facebook page.
Through this whimsical invention, BGH assures consumers not only that their food is literally secure both also that, more generally, it’s in safe hands.
Adopting extreme diets in the name of health and wellness has become common practice. But whether or not they’re effective, sticking to them inevitably bumps up anxiety and stress (scientists have even drawn parallels between the effects of suddenly cutting out high-calorie foods to the withdrawal symptoms felt by detoxing drug addicts). So some food brands are assuring consumers they can “Fuck the diet,” as Unilever’s Du Darfst said in a controversial tagline earlier this year, by eating in a more sane way.
In a recent campaign for Healthy Choice, converts to the brand comically testify that the frozen meals helped save them from years of “desperate” diets that had them living abnormally deprived lives. A former “No-Carb Queen” confesses, “For years I thought I hated children’s laughter. I had no idea I was just hungry.” A man who had fallen into the “Juice Fast” explains that Healthy Choice entrées helped him “turn his life around” and realize he loves solid as well as liquid food. The spots conclude, “Don’t diet. Live healthy.” Similarly, Du Darfst, a line of convenience foods, aimed to acknowledge the frustrations tied to following various diet rules (e.g., “No fat, no carbohydrates and no food after 5:00,” as the brand’s site joked). The campaign aimed to help diet-conscious consumers “reawaken (their) passion for food.”
Healthy Choice and Du Darfst address consumers’ anxiety about making smart food choices by promoting balance rather than an “all or nothing” approach. Increasingly balance is becoming the prevailing ethos when it comes to healthy living, with the appeal of extremes—from food to energy drinks to medications—starting to fade.
This week we posted on our sister site, JWTIntelligence.com, about Rent the Runway showcasing user photos so customers can see how the designer dresses look on similarly sized, everyday women. New York restaurant Comodo is taking this idea into the dining realm, encouraging customers to share photos of their meals on Instagram using the hashtag #ComodoMenu. This results in a visual menu showing what all the Latin American-inspired dishes look like. The restaurant’s menu includes the hashtag, so patrons can readily find the “Instagram menu.”
By tapping into consumers’ love of photographing and sharing their meals over social media, Comodo simultaneously spreads word-of-mouth and helps to reduce any anxiety among current diners about ordering badly (a more common worry as diners get increasingly budget-conscious). Seeing the pictures, and any comments, can help patrons avoid remorse over ordering a disappointing dish and feel more confident about what to get. The Instagram menu also makes ordering more fun and turns the experience into a collaborative one, giving customers a solution to their concerns and also encouraging them to be a part of that solution.
As we recently discussed on our sister site, JWTIntelligence.com, food safety remains a top concern for Chinese consumers thanks to the proliferation of toxic additives, fake foods and other serious lapses across the nation. The result is that many consumers choose international labels over domestic brands as a means of ensuring quality and safety. Mindful of this, McDonald’s in China has focused on the trustworthiness of its ingredients—and in turn is viewed as a healthy option.
Recent TV ads featured “’100% fresh beef’ on the chopping block, farmers picking tomatoes from the vine and chickens eating high-quality feed,” a company spokeswoman told The Wall Street Journal. Last year, an ad promoting McDonald’s chicken products showed a child playing with baby chicks as a voiceover talked about “the importance of following the rules of nature,” according to an Ad Age column. The aim is to communicate a hygienic, natural and healthy lifestyle. Yes, healthy—while many Chinese consumers are aware that McDonald’s offerings are high in fat, “When it’s a choice between a little extra fat in your shake or a little extra melamine, healthy eating can take on a whole new meaning,” as one reporter observes.
Western and Chinese brands alike will need to reassure Chinese consumers—who have grown weary of being dragged around the block when it comes to food safety issues—by communicating quality as well as transparency.