Brand Journey from the Winter Fancy Foods Show 2020
When concept meets quality, great things happen. Recently, the FocusedBrands team headed to the Winter Fancy Foods Show put on by the Specialty Food Association and found some brands that were turning heads not just because of their high-quality products but also the brand stories that accompanied them.
Marketing's moment is now, embracing the nuance of digital-meets-physical should be exhilarating. Instead, in our digitally-driven world, many brands have lost their ability to connect with consumers in a meaningful way. What hasn't changed is consumers' desire for brands to actually stand for something, to squarely 'belong' somewhere in their lifestyle and belief system.
So how can brands accomplish this shift? They need a story, a personality, a reason for being. It doesn't have to be massively bold; it only needs to be real. Gone are the days where features (grass-fed cows, high-altitude spring water, energy-boosted MCT oil) and benefits (sustained energy, clarity, calming) can convince a consumer to be a loyal follower and frequent purchaser. Everyday-brands are out-featuring each other. The evolution of brand engagement is features-and-benefits-plus-story.
The story engages consumers, followers, and fans and connects with them on a level they can feel. When you feel something, you remember it.
We saw a handful of excellent stories coming to life at the Fancy Food Show. These brands mastered the features-and-benefits-plus-story using heritage, design, and novelty. Their primary packaging does a great job of telling and re-telling their stories using beautiful design elements.
Habañero Cartel
This California company is selling some of the hottest sauces in the industry; “Kill Sauce”. The story is complete with briefcase displays and imitation handcuffs. The product is high quality with hand-crafted ingredients and so is the story they’re telling through Instagram, trade shows and advertising.
Waffle Shot
These co-founders created an innovative take on a typically indulgent treat. This half cone, chocolate-lined cup can be filled with coffee, cocktails, liquor, or ice cream. Creating an experience out of something that has become routine, this brand has the potential to create a loyal (and obsessed) following.
Slice of Sauce
With a polarizing concept that makes heads tilt, this innovative brand out of Austin has created a never-seen-before product: condiment slices. High-quality ingredients are used in making what looks like cheese slices out of catsup, hot sauce, and other condiments. Combine this food concept with steller digitally-printed packaging by ePac and a solid brand style and you get something that stands out online and on the shelf.
Fuego Spice Company
A family honey business turned stylish spice company, this brand took inspiration from fashion and home decor to its packaging. Crafted products inside stylish bottles make this a memorable brand.