Food Advertising Creative Takes Full Advantage of Fall Holidays
The advent of fall brings Halloween promotions and a proliferation of pumpkin spice to food marketing. Meanwhile, food brands continue to make their presence felt in the metaverse while also appealing to consumer trends, including dining at home and concerns about environmental sustainability. And one QSR travels to a drive-thru far, far away to bring back a popular favorite. For more, read on.
Pumpkin Spice Season Returns
Every year, Pumpkin Spice Season returns with more vengeance than ever before, and this year is no exception. Once primarily the domain of lattes and seasonal microbrews, ubiquitous pumpkin spice promotions have expanded to include CPG brands from cereal to snacks and even other foods you wouldn’t expect. The trend has become a bit meta, with brands jumping on the bandwagon to show a fun side of their personality and generate conversation on social media.
Here are a few of the food brands incorporating pumpkin spice promotions into their seasonal marketing.
In a partnership with Dunkin’, Pepperidge Farm has released limited edition Goldfish Dunkin’ Pumpkin Spice Grahams, flavored with Dunkin’s proprietary pumpkin spice coffee seasoning. The brand began the rollout on TikTok, allowing consumers to buy them online before placing them on store shelves.
Oreo says its Pumpkin Spice Sandwich Cookies are the classic, original snack cookies you’ve always known and loved, but with the unforgettable twist of pumpkin spice flavor creme to celebrate fall. However, not everyone’s a fan, with one Twitter user commenting: “Like all pumpkin spice, it’ll end up tasting like a candle, I assume.”
TRYING PUMPKIN SPICE OREOS @TyBott
Cereal brands from Cheerios to Mini-Wheats have launched pumpkin-spice flavors for fall, prompting reviews and rankings from a range of social media personalities.
Finally, Cup Noodles has jumped on the Pumpkin Spice crazy train with their special pumpkin-spiced noodles, the “most outlandish pumpkin spice in-a-cup experience you never knew you needed!” We may have to pass on this one.
Heinz Highlights Spooky Season & Perfect Placement
For Halloween, Heinz has teamed up with a “280-year-old vegetarian vampire and Tomato Blood activist” named Toby to introduce a new creepy condiment – Tomato Blood ketchup in a “spooky, limited-edition bottle.” The mockPSA debuted during the airing of Interview With the Vampire on AMC. Vegetarian vampire Toby states, “I hope vampires nationwide will consider that humans can be more than just food while enjoying Heinz Tomato Blood instead.”
Chipotle Grills Its Way Through the Metaverse
Chipotle has entered the Roblox metaverse platform with an activation called Grill Simulator. The game challenges players to cook up a virtual version of Chipotle’s latest addition to their burrito bar, the new Garlic Guajillo Steak. Participants employ various cooking techniques demonstrated by Chipotle’s head chef as they follow him through the process of creating the new offering. Consumers who complete the game receive promotional codes for a free sample of the new offering at an IRL Chipotle.
Soda Stream Leans Into Sustainability & Consumer Values
SodaStream’s at-home sparkling beverage machine’s new slogan, “Push for Better”, refers to “pushing” the machine’s button to activate it. It also refers to bettering the world by using the device to reduce the carbon footprint of plastic bottles by making carbonated drinks at home. With consumers becoming increasingly interested in eco-friendly companies and products, SodaStream is positioning itself as a means for contributing to environmental sustainability for a healthier planet.
KFC Uses Humor to Tout the Benefits of Home Delivery
Food delivery and take-out experienced a huge upswing during the pandemic. Now that life is returning to (somewhat) normal, restaurants are looking to keep a good thing going. For example, KFC is reminding folks of some of the benefits of at-home dining that they typically can’t get away with at restaurants. Like putting your feet on the table. Or dining in a jacuzzi. Heck, you can even enjoy their secret recipe chicken in your underwear if you want.
Jack-in-the-Box Offers Second Chances to Menu Items & a Famous Former Employee
Jack-in-the-Box (JIB) is bringing back two of its favorite past food items along with one of its former employees. To announce the reinstatement of Spicy Chicken Strips and French Toast Sticks to their menu, JIB has re-hired Luke Skywalker himself, actor Mark Hamill. It seems that during the ‘70s, a teenage Hamill was fired for using a clown voice while taking orders at the drive-thru window. Now he’s been given a second chance to serve surprised customers in a fun new spot. It’s a unique way to publicize their new menu items. After all, not many brands can celebrate the return of a Jedi.
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