UK’s grocery brands must create purpose driven marketing strategies to serve “citizens”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 14, 2020, 10:28 AM UTC

Acts of generosity and humanity can help brands create goodwill among consumers.

This article states COVID-19 pandemic has provided grocery brands with an opportunity to connect with local communities and address misunderstandings. Callum Saunders, ZEAL, says, UK’s biggest grocery brands should deliver purpose led-marketing campaigns, as consumers are in a period of “pandemic purgatory”.

With the pandemic impacting different socio-economic groups, communities, industries, grocery brands must create purpose-led activations that don’t differentiate. Rather than just supporting “consumers”, brands should embrace all “citizens”. For example, Kellogg’s and KIND Snacks provided food for NHS staff and keyworkers.

Donating to food banks and charities allows brands to help people who are unprotected amid the pandemic. The author contends delivering on brand purpose can help organisations reinforce links with their communities in the future.

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