Let Them Eat Bacon

CRUNCHY NUGGETS:  When I read an article in USA Today that linked to an Ad Age article, I immediately went into my own blog and searched “bacon.”  And indeed, among several bacon-y posts,  January last year specifically noted “bacon in new places” as a food and flavor trend.  Flash forward into present day and the love of bacon continues thanks to mass QSR (that’s quick service restaurant, peeps) Denny’s.

They’re declaring “Baconalia!” — introducing seven, bacon-centric new menu items.  Among the sizzling seven are: meatloaf (OK, not so crazy), an “ultimate bacon breakfast triple sampler” with three kinds of bacon (again, sounds legit), bacon pancakes (aka flapjacks, again – makes sense), and indeed, a maple bacon sundae.  Yup.  Sweet meets salty and greasy.

Now…as trend watchers, we know that this isn’t terribly foodie-forward.  I mean we saw bacon cupcakes months ago, please.  But alas, this is a mass-reaching brand that’s using a pretty safe foodie-trend to create buzz, new news, and reasons to visit for consumers.  Without being too adventurous (see this past Monday’s post, pine tree pancakes anyone?!).  And of course, from a nugget sharing perspective, Ad Age pointed out that according to Technomic’s Top 500 Leading Chain Restaurant Report and MenuMonitor, in 2010 restaurants increased the number of menu items with bacon by just more than 8%.

Ah yes, consumer behavior with the dichotomy of healthy eating and wellness choices, versus being indulgent and seeking comfort foods.  The two sides continue in 2011. TASTY TREND: Food & Flavor Trends; Comfort Foods

Foraging/Wildcrafting

CRUNCHY NUGGETS:  I love to read about food and flavor trends.  And I also love new words and phrases that are used to describe trends and capture consumer behaviors.  Well feel the love, my dear readers!  Today’s post brings you both! As spotted in MediaPost…repeat after me: Foraging — also called Wildcrafting.  It’s the practice of finding and harvesting herbs, plants and fruits from their natural environments.  And then using them for medicinal purposes, or (as noted in MediaPost) to add unique flavors to foods and drinks. So from a trend perspective, think really, really local/organic/attention to ingredients aka artisanal, right?!  The current, on-trend plants being foraged, include:  the Douglas Fir (oh Christmas tree, yes indeed that is a sprig in your drink), the Sea Buckthorn (an orange-colored berry found in Asia and Europe that is extremely tart), and the Yuzu (a combo floral-tart flavored Japanese citrus fruit).  Makes you think twice about discarding anything from your recent yard clean-up, right?!  Just kidding.  Like I said, forgaging — as much as it seems very “Man vs. Wild,” really is a reflection of slow foods and consumers’ need to experience “extreme” and unique tastes.

Here is the MediaPost article if you wish to savor it further: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=147365&nid=125079

Now if you’ll excuse me, I have a few pine trees just outside my window that perhaps might make a good swizzle stick in my cup of tea.  TASTY TREND:  Slow Food;  Food & Flavorful Trends

Choices

CRUNCHY NUGGETS:  Indeed, dear readers…I blog outside of Crunchy Marketing Nuggets.  But it’s for my Agency — gotta support my peeps.  That said, today’s post is going to transport you my latest write-up. It’s about choices.  And how much smarter you’ll be if you choose to focus your efforts.

Take an extra sweater for your journey, in case you get chilly.  No need to bring a snack — it’s still a fulfilling nugget of goodness.  And enjoy your weekend!  Here you go….

http://www.sigmagroup.com/blog/archives/1820

Cracking the QR Code

FRESH IDEA:  So I’m pretty sure we’ll all familiar with QR codes.  They’re those strange looking black and white codes you’ll see every now and again appearing in ads.  There’s usually copy prompting you to download an application and scan the code using your smart phone to get more information or some sort of link to a site.  Right?!  (Just nod in agreement, thanks.)  It seems that these codes are moving from the marketing world –ads and brochures and signs– to real-world usage applications.

In the most recent issue of Parents magazine, paperspring.com, a web site that sells traditional, customized paper invitations was featured.  Paperspring is offering an enhanced service called Paperlink.  Basically, when you order your cards, announcements, and invitations through this site, you can include a QR code on the printed piece.  This code links anyone who receives the card and scans the code with a smart phone to a mobile website.  As the sender of the card, you create this site, and can include digital files that are relevant to the card.  For example:  a wedding invitation could link to a mobile site that includes engagement photos, directions to the reception, a save-the-date synch to a smart phone’s calendar, registry information, and so on.  You get the idea — and similar information could be shared for any special occasion (baby photos, baby stats, directions to a party, video, etc.).  Pretty cool!

What I find interesting is within my own marketing circles, I’ve heard mixed feelings about QR codes.  I think because it’s still so very new in terms of mass awareness and usage, it’s easily dismissed.  Plus, it opens up a whole “can of worms” in terms of how many people are going to actually scan the code, where you’re taking the consumer who has scanned (suddenly, you need a mobile-friendly site, yikes), and how much it’s adding to the experience.  But nonetheless…in the instance of a traditional, paper form of communications around an occasion, it’s certainly cool and value-added.  And it takes what seems to bring relevancy/convenience to a means of communicating that is less and less the selected channel to tell others about news (i.e., people are going digital and choosing to use e-vites, social networks, web sites set-up just for the occasion).

QR code or not, I invite you to leave me your thoughts on QR codes:  like ‘em?  use ‘em?  What do you think?  TASTY TREND:  Traditional Experiential

Reel Crunchy

CRUNCHY NUGGETS:  A retailer supporting a cause = not new.  A retailer supporting a cause through film = new and crunchy!  Whole Foods is sponsoring a month long film festival called “Do Something Reel.”  Six films will be shown in seventy different cities.  From bees to school lunches to inner city issues and more — the film subjects are “green,” meant to inspire viewers to think about their passions, and how they can make small choices to make a larger difference.  Viewers are also privy to film maker discussions via Skype or in person.  And all of the proceeds go to fund a grant that will continue fueling “green” subject film making.

Whole Foods wanted to make this more accessible to a wider viewing audience through a tour — as opposed to limited, destination film fests.  The film tour kicks-off on April 1st, coinciding with Earth Month.  And as any smart retailer would have done, costs are being offset by brands/manufacturers that sell at Whole Foods.

Again, not new for a retailer to strongly back a cause.  But very new to do it through a touring film fest – nice!  Just as an aside, it would have been an interesting overlay to have the films available for digital download online — make a contribution and get access.  This would have facilitated a wider reach — but that’s just my “back seat driving two cents.”  Certainly can’t nay say a big company trying to something good.  TASTY TREND:  Traditional Experiential

March Male Medical Madness

CRUNCHY NUGGET:  Today’s blog post covers topics I never EVER thought I would discuss as part of Crunchy Marketing Nuggets.  Specifically:  vasectomies and March Madness.  Now, before you cringe or make some kind of silly nugget joke (oh no you didn’t), hear me out.  Because it’s an interesting view of seasonality and how people in the business differentiate themselves during this increase in awareness/interest/intent/purchase (yes, marketing speak my peeps, as I just slid you through a funnel).

According to urologists and American Medical News — all captured in USA Today, there is a 40-50% increase in men getting vasectomies during early March.  The procedure requires two days of recovery, so apparently, it’s timed perfectly to the NCAA basketball tournaments (i.e., March Madness games).  Savvy clinics recognizing this increase in traffic, are offering — and this is totally true — free delivery pizza coupons and sports magazines as post-procedure “survival kits.”  Again, seeing a seasonality, giving consumers a reason to visit a specific doc versus another.

Here is the link to the USA Today article if you need to see it to believe it: http://content.usatoday.com/communities/campusrivalry/post/2010/03/urologists-first-days-of-march-madness-are-just-the-time-to-get-vasectomy/1

Hey, so you’re armed now with crunchy chit chat, right?  Good small talk while a game is on:  “Hey, did you know…”  I hope your weekend is like a well-done medical procedure: painless, comfortable, and worth your time.  Feel free to leave me comments if you need to get out any silliness/jokes/puns, etc.  TASTY TREND:  Here and Now

Grocery Growth

CRUNCHY NUGGETS:  So we’ve read about the growth of grocery offerings at less traditional retail channels like Drug Stores and Mass Merchants.  Target, Walmart, Walgreens, etc. have expanded their fresh fare over recent years in an effort to attract more frequent shopper trips, fill a local need, and increase basket rings.  Well…there is another retail channel looking to expand through grocery.  I’ll give you a hint: think food court, escalators, chain stores, etc.  Indeed, it’s malls.

According to Bloomberg News, right now grocery represents less than 1% of square footage at malls.  But by 2020, category consultants see this number at 5%. Interestingly, the talk around mall food is more upscale, more unique than what you’d expect at a typical grocer.  Think heirloom coffee, artisanal meat and wine, and small batches of unique vinegars; also think cooking classes and schools.  But don’t completely walk away from traditional as malls are currently forming partnerships with Trader Joe’s, Costco, and Albertson’s to add on these particular grocery-offering retailers to traditional mall layouts.

Interestingly, grocery stores were anchors in malls fifty years ago, but had to leave as rents increased.  So it seems the shopping cart has come full circle!  Here’s the Bloomberg URL, if you need it:  http://www.bloomberg.com/news/2011-03-08/heirloom-tomatoes-coffee-help-attract-foodies-to-u-s-malls.html

Seems like it would be kind of weird to pick-up milk and basics while you’re holding your Gap bag.  But I guess it could provide convenience to those who frequent the mall –even as a destination.  When I was home with my child when he was first born, looking for a place to go for the day, the mall was a natural.  I’m sure moms will be happy to have that extra option for quick pick-up of grocery.  TASTY TREND:  One-Stop-Shop

Oh MiO

CRUNCHY NUGGETS:  I like to blog about real-world experiences, so when my free sample of Kraft’s new MiO arrived, ooh goody!  Somethin’ to share!  (It’s the little things, peeps — humor me, thanks.)  Kraft is introducing a new way of “enhancing” plain water.  Instead of powders and packets, you can give your water a flavor squirt.  As much or as little as you wish.  “Customizing,” if you will.  Makes sense — but it is truly a new behavior, short of squirting lemon or lime juice into your water.  That said, Kraft has gone the route of extensive sampling.  I am among 100,000 samples available on their Facebook page right now (sidenote:  there are plenty left if you want yours).  I also saw that sampling was done in Walmarts recently; as well as tons of mentions on Freebie blogs.

Now, what I thought was particularly crunchy as a participant in all of this is the Facebook conversation they’re facilitating.  Basically, you get your sample through Facebook and then they encourage you to go back to FB to talk about it.  And certainly, you see the good, the bad, and the ugly posted.  Which from a brand POV, is good (no, really, it is) as you want to hear the real-time, real-world reviews from consumers — even if the reviews are “my sample exploded in the package.”

What do I think?  Honestly, I haven’t tried it yet.  And I am feeling kind of odd about adding in my own artificial ingredients into water as you would do with food coloring (drop, drip, drop — not that adding powder is that much different, really).  But again, I do applaud the “get it into hands and get people talking” thinking behind the support for this innovation.  Apparently, it’s the first big, big new category from Kraft in 15 years, wow.  Here’s the FB link if you want to check it out: http://www.facebook.com/#!/MiO?sk=wall  TASTY TREND:  Socially Acceptable

Happiness Stats

CRUNCHY NUGGETS:  I wrote this blog post earlier this week for my company’s internal blog — but thought it was so darn crunchy I had to share with my nuggety peeps.  I’ve also added an extra tasty tid bit at the end, to make it slightly different and not just cut and paste (hey, I’m like that…going a lil’ extra just for you)….

Over the last three years, Gallup has been surveying Americans and creating a Healthways-Wellbeing Index.  The index gives an overall “temperature check” on how adults are feeling across the country.  The New York Times recently asked Gallup to use their data and come up with a statistical composite, identifying the happiest person in America.  That said, this person is:

• A man (men are happier overall than women).
• Who is married.
• Older (65+’ers have less worry).
• Religious — specifically Jewish.
• Satisfied and fulfilled by his job.
• Asian American.
• Living comfortably.
• And lives in Hawaii (the happiest among the states, no surprise if you’ve been there, i.e., the spirit of aloha).

So the NYT went out and found him:  Alvin Wong = the happiest person in America, according to statistics.  Alvin is a Chinese-American, Kosher-observing Jew, who’s married with children and lives in Honolulu. He runs his own health care management business and earns more than $120,000 a year.

As an extra tasty tid bit, I wanted to share additional stats the NY Times posted from Gallup, regarding who smiles and laughs the most on a given day:

• More likely to be Female.
• 18-29 years old.
• Hispanic.
• In a domestic partnership or married.

Interestingly, some of the same demos are also the people who are ID’ed as the saddest — Women, Hispanic, but older 45-64, and Separated.

The March 5th NY Times article with the Happiness Chart and the Alvin Wong details can be found here:  http://www.nytimes.com/2011/03/06/weekinreview/06happy.html?_r=1&scp=1&sq=happiest%20person&st=cse

ABC News also covered the story here:  http://abcnews.go.com/WNT/video/who-is-happiest-man-in-america-13085860

And here is the Gallup index if you need to get your daily fix on how the US is feeling: http://www.well-beingindex.com/

My feelings are that these are just statistics.  And happiness is how you view and react to what’s going on in your life.  So cheer up and be an Alvin Wong.  And enjoy your weekend!  TASTY TREND:  Don’t Worry Be Happy

Happy 40th

CRUNCHY NUGGETS:  When I turned forty a few years ago (*cough cough*), I thought I was the bees knees for celebrating the milestone in Kauai with my Husband and Son.  Well…a certain siren/brand is turning 40, and check-out these big celebration plans…

Starbucks at 40 = New Logo: Go into any Starbucks location now and you’ll see her everywhere.  It’s the new Starbucks logo featuring just the “iconic sea nymph” aka the “siren” (no brand ID around her).  Apparently, dropping the words is a metaphor for the company’s expansion beyond its current boundaries.  But given how high profile she is in the public mindset, the icon alone still works well for the brand.  And like any smart woman, the siren is celebrating by having her youthful image imprinted on Starbucks merchandise (mugs, tumblers, bags, gift cards, etc.).  That, and she’s also celebrating by having FREE treats…

Free Petite Treats – As a thank you to its customers, Starbucks is launching and giving away FREE petite treats March 10th through the 12th with “Tribute Days.” Buy a drink from 2-5pm and get one of their newest baked goods for free:  cake pops, red velvet whoopie pies, mini cupcakes (including chocolate peanut butter, wow), and sweet squares (bars, i.e., the chocolate with salted caramel sounds delish).  Now, as a food-trend-following-blogger, I must say that they’re going a little 2010 in the selections — i.e., cake pops, cupcakes, and whoopie pies are SO last year; and where are the mini pies and artisanal donuts?!  But you gotta admire the small, bitty controlled-portion play.  But I digress…Be sure to enjoy these bitty sweet bits with a new beverage…

Limited Edition Blends & a New Drink – A Starbucks Tribute Blend has been developed for the anniversary, including the bean version and the Via version (instant).  As a rewards card holder, I had received advanced notice of this flavor.  There’s also a new Cocoa Cappuccino being added to the drink menu.  New coffee, a logo makeover, free cake pops, heavens!  But wait, there’s more…

Throughout April, Starbucks is sponsoring a month of service, delivering 200,000 hours of community service through its partners, employees, and customers and with a goal of contributing one million hours of community service per year by 2015. Starbucks also kicked-off the celebrations by ringing the NASDAQ opening bell on March 8th from the original Starbucks location at Pike Place Market.

Wow, that siren sure knows how to throw a party!  Although I must say, it is on the lower tech side as the digital components are minimal in this program (e.g., there’s a Facebook tab, there’s a video on their site — but that’s it).  They are much more focused in on driving store traffic through simple means.  Anyway – did I mention free treats?!  TASTY TREND:  Integrated Efforts