It is safe to say that the Covid-19 pandemic has shaken the entire world. With this uncertainty, customer purchasing habits have drastically changed. This can be a tough time for food marketers when it comes to adapting. Let’s take a look at some of the most important things to remember in our post-Covid world.
Understanding the Change in Consumers
If there is one thing that we as people can all relate to, it is our change in our habits and feelings due to the pandemic. There is a sense of fear and vulnerability in every consumer that may not have been there before, so the first essential step for food PR companies is to adapt. Regular advertising strategies will not be as effective as they once were because of this shift. You need to be able to reach out and connect with customers now more than ever.
What to Focus On
There are a number of factors to focus on with food marketing post-Covid. Due to the radical change in how we access our food, online ordering and convenience are critical. Consumers can no longer pop to the shops whenever they feel like it. It is a planned excursion now, as we have to wear our masks and avoid contact as much as possible. Home delivery and online food services are at an all-time high, so food PR companies need to highlight these conveniences in their marketing. We all have to stay home more frequently and isolate ourselves, so staying fun, positive and encouraging in branding is also essential. This can include encouraging trying something new to your consumers – new food products and recipes, etc. – to keep things light-hearted whilst also broadening their culinary horizons. Highlighting matters such as health and well-being is also beneficial. Being in the midst of a pandemic can be terrifying, so healthy food and beverages are likely to appeal even more than they once did.
Whilst trust has always been an essential part of building any brand, it matters now even more so. People are scared and need to be able to trust what it is that is being marketed to them. Consumers may have less income and feel isolated, so anxiety will continue to build. It is a critical time for food marketing, so use this time to the best of your ability.