marketing your food brand during a cost of living crisis.
From kitchen staples to premium items- smart positioning, value communication, and powerful visual content can help maintain customer loyalty even during the cost of living crisis.
The current economic climate is tough.
My favourite butter is $9.50 a tub.
Eggs are now a luxury.
Don’t get me started on shredded cheese!
Consumers are being squeezed from every angle and consequently are becoming increasingly price-conscious. This shift presents unique challenges for marketers across all product categories, but especially in the food sector. As always, with the right strategy and some creativity, it is possible for brands to increase prices but maintain their market position.
Understanding Today's Food Consumer
With grocery prices soaring, consumers are fundamentally changing how they approach food purchases. Basic items like butter, eggs, and fresh produce have seen dramatic price increases, forcing shoppers to be more strategic about their food budget.
But they’re still essential items. Staples in the kitchen. So how can marketers and food brands maintain that ‘essential’ status AND profitability?
And conversely, how and when do brands need to reposition to a luxury product to align with their new price point?
I have some ideas across multiple food categories…keep reading
Marketing Strategies for Food Categories
Let's explore specific marketing approaches for different food categories during these challenging economic times. Here's how brands can adapt their messaging and visual content to maintain customer relationships while acknowledging the current cost pressures:
1. Kitchen Staples
Value Communication: Emphasise cost per serving, meal planning capabilities, and bulk buying benefits
Storage Solutions: Share proper storage methods and organisation tips to prevent food waste and extend shelf life
Recipe Optimisation: Create videos demonstrating ingredient-stretching techniques like heating to expand flavours and smart dilution methods
Quality Showcase: Use professional photography to highlight product freshness, natural ingredients, and superior quality
2. Convenience Foods
Multi-Use Appeal: Demonstrate how one product can create multiple meals or serve as a cost-effective alternative to homemade versions
Time-Saving Content: Create quick and easy recipe content showing practical meal solutions
Value Proposition: Highlight both nutritional benefits and time savings to justify the convenience cost
Visual Simplicity: Use photography to showcase easy preparation and versatile serving options
3. Premium Food Items
Occasion Marketing: Position products as celebration-worthy choices for special moments
Quality Storytelling: Emphasize superior ingredient sourcing and expert preparation methods
Emotional Engagement: Create compelling content around memorable dining experiences and traditions
Visual Sophistication: Utilise premium food photography to highlight artisanal qualities and craftsmanship
The Power of Visual Content for Food Brands
High-quality visual content is crucial for food brands in today's market. Professional photography and video help maintain market position and justify pricing through:
Quality showcase - expert lighting and composition that highlights freshness and craftsmanship
Practical value - demonstrating storage solutions and creative meal preparation
Brand building - creating engaging content that resonates while maintaining premium positioning
Transparent communication about value, coupled with mouth-watering visual content, can help maintain brand loyalty even as prices increase.
This is especially true for brands that focus on communicating value beyond price point and cultivate a digital community when it comes to maintaining customer loyalty.
If you’re interested in high quality photography and social media ready video content for your food brand to support your marketing, reach out HERE.
