Food ads exhibiting togetherness or nostalgic memories are 2.5 times more motivating

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 31, 2020, 9:24 AM UTC

Ipsos’s recent analysis of over 2,000 F&B sector ads reveals that food brands that portray emotions in ads can effectively connect with their consumers.

As per the study, food brands should depict a sense of nostalgia and togetherness in their ads amid COVID-19 to motivate their consumers. Ads that featured togetherness or nostalgic memories were found to be 2.5 times more motivating than those without them.

Ipsos’ Megan Tiedt says there is a connection between themes of togetherness and nostalgia as consumers are creating “new rituals” like cooking or sitting around the dinner table. Brands can use these trends in their ads “to inspire consumers to use their products”, adds Tiedt.

These trends can be leveraged while launching new goods and products. Organisations in the food industry can introduce new and innovative dining ideas like restaurant-style at-home meal kits.

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