Millennials and Insects as Food DESN3370 Contemporary Advertising Wen-Hsin Feng 200993178
Research Part 1: Insects as Food
Entomophagy The act of eating insects (CISR, no date). More commonly adopted in tropical countries with abundant and easy harvest of insects (CISR, no date). There are currently over 1900 edible insect species on the planet (huis et al. 2013, p.144). Benefits A. Environmental Insect rearing is much less environmentally damaging compared to other forms of protein rearing (CISR, no date). They emit significantly less greenhouse gas than conventional livestock (CISR, no date). They require significantly less land and water than livestock (Huis et al., 2013, p.xiv). They are also much more efficient in converting feed into protein (insects are cold-blooded and do not require feed to maintain body temperature) (Huis et al., 2013, p.60). Given that the human population growth is forecasted to exceed 9 billion by 2050, food production will need to almost double to support this number of people (Huis et al., 2013, p.ix). However, livestock raising already takes up to 70% of agricultural land, and 30% of total land on earth (IFT, 2014). With livestock’s relatively inefficient feed conversion rate and greater environmental burden, it is plain to see that insects are a much more viable and sustainable alternative form of protein rearing for the future. B. Health Compared to livestock, insects are richer in healthy fats, proteins, vitamins, and essential minerals such as calcium, iron, and zinc (Huis et al., 2013, p.2). Insects also do not require either antibiotics or growth hormones (de Sousa et al., 2018). This shows how insects can actually be a much healthier alternative to livestock. C. Social Harvesting and rearing of edible insects can help boost economies, as it provides a low-capital and low-tech investment option for rural communities (Huis et al., 2013, p.2).
Barriers The ‘ick’ factor is a major cultural barrier stopping western cultures practicing entomophagy. It embodies the perception that insects are unsanitary, and therefore should be prevented from getting into foods (Huis et al., 2013, p.154). However, according to the FDA (U.S. Food and Drug Administration), we unknowingly eat a lot of insect parts/insect products already, such as carmine (cochineal), a red dye in pharmaceuticals extracted from scale insects (Huis et al., 2013, p.28). The cultural factor, coupled with the lack of awareness on the benefits of eating insects, and the misconceptions surrounding its hygiene and food safety results in a lack of demand in developed countries (Huis et al., 2013, p.154) (SENS, no date). This leads to a further barrier of price. Lack of demand means little economies of scale, and therefore the costs of rearing insects stay high, and its resulting products consequently more expensive (de Sousa et al., 2018). The good news though, is that according to existing insect food product brands, people are much more accepting of insects as food when they cannot see it in its original insect form.” (Husek, 2018). Interestingly, studies by these brands have also found that emphasising insect food product’s superior taste and trendleading factor is much more effective in changing attitudes than educating consumers on their environmental and health benefits. As many may suspect, the research concludes that attitudes based on emotions are stronger than those grounded in rational claims (SENS, no date).
Research Part 2: Millennials
B
orn between 1977-2000, millennials are fast becoming the biggest consumer group in developed countries such as the US (Daneshkhu, 2018). They are also reaching their peak earning years, and differentiate from previous generations with many headstrong values and expectations (Daneshkhu, 2018).
A. Conscious Consumption
E. Unique & Diverse
Millennials are conscious consumers, preferring brands that support social causes and stand for more than the bottom line (Millennial Marketing, no date). Sometimes willing to pay more (37% according to Millennial Marketing, no date).
Globalisation and connectivity has exposed millennials to a greater variety of cultures, people, information, and goods than any other previous generation, making them tolerant and seek diversity (KPMG, 2017).
They are concerned about the social impacts of their consumption, with 57% having bought or boycotted brands based on their CSR values (Goldman Sachs, no date), and are optimistic that their choices can bring about change (Daneshkhu, 2018).
They are 2.5 time more likely to adopt new and unfamiliar things compared to other generations (Millennial Marketing, no date).
B. Authenticity & Transparency Trust in politicians and institutions are an all time low amongst millennials, and they are not as easily swayed by big brands and corporates (Daneshkhu, 2018). They desire brutal honesty (KPMG, 2017), transparency, and authenticity (Daneshkhu, 2018). And like to opt for the natural, simple, local, and small (Daneshkhu, 2018). C. Health & Well-being Millennials are much more health conscious than previous generations, showing more interest and concern in exercising, smart eating, and smoking and drinking less (Goldman Sachs, no date). They are the generation with the highest percentage of people whom read nutrition labels carefully (Daneshkhu, 2018). They want and expect work-life balance and control over their life direction, refusing to conform to traditional values and identity (KPMG, 2017). D. Fun & Adventure Millennials are confident in questioning the status quo, and with intense peer-to-peer comparison over social media and the internet, they are always in search for the next challenge (KPMG, 2017). They desire adventure which requires greater daring and initiative (Fromm, 2017). Millennials are also the first generation to describe their dream job using ‘fun’, showcasing their desire to be entertained and prioritising enjoyment above all else in life (KPMG, 2017).
Millennials place strong importance on being unique and growing out their identity through rich, authentic experiences, and exploring the unknown and transformational (Fromm, 2017).
Research Part 3: Competitors
Competitor Analysis Current brands on the market focuses heavily on marketing the sustainability, nutritional value and taste of insect foods. Imagery and visuals often focus on normalising the food, and integrating it into current food products, habits, recipes, and snacks. Graphics are bold, young, and loud. And colours are mostly earthy yellows, oranges and browns. Marketing mediums are mostly below the line and via own websites and social media platforms. Some brands have been endorsed by micro-infuencers, and many show endorsement and testaments from the general public.
Creative Directions & Concepts
Direction 1: Focus on insect as ingredients (e.g. flour) instead of whole insects.
Direction 2: Emphasise superior taste
Direction 3: Emphasise superior nutritional value.
Direction 3: Emphasise superior nutritional value.
Direction 4: Emphasise their low environmental impact. • Less greenhouse gas emissions. • Less resource required for farming. • Good social impact: easy investment option for rural communities.
Direction 5: Focus on the element of challenge and dare.
Direction 6: Eliminating the prejudice and ‘ick’ factor towards eating insects.
Direction 7: Not genetically modified, no antibiotics nor growth hormones.
Video Ad on Youtube and other social media platforms
Direction 8: Focusing on the exotic and adventurous character of foreign foods.
Direction 8: Focusing on the exotic and adventurous character of foreign foods.
Direction 9: Focusing on the shock value of eating insects.
Direction 10: Ensuring ‘cleanliness’ and safety of eating insects.
Research Part 4: Millennial Touch Points
A. Online & Mobile Millennials expect marketers to meet them where they are, namely social media, apps, and other mobile communications (Forbes Coaches Council, 2017). They also expect high technical and design quality in this day and age of ultra connectivity and digitalisation (Forbes Coaches Council, 2017). B. Authenticity & Transparency In terms of content, millennials desire transparency in the form of insight which looks beyond the product, and into the process and the behind-the-scenes which lead to the ultimate result (Forbes Coaches Council, 2017). Millennials want brands to tell them an engaging brand story which showcases the brands values and mission (Forbes Coaches Council, 2017). Their desire for authenticity also means they mediate towards brands and products which are endorsed by their peers, or peer like micro-influencers (McDowell, no date). They want to be reached out in real, human, and personalised manners which are interactive and engaging (McDowell, no date). C. Experience & Engage Millennials are more responsive towards experiential marketing than traditional hard-sell forms of advertising (Forbes Coaches Council, 2017). They are also interested in being more than the consumer. They desire co-creation of brands and products, and also the marketing. Strategies which allow them to partake are therefore more effective, such as contests and user-generated content on social media (McDowell, no date). D. Educate & Entertain Millennials are ceaselessly self-improving and constantly wishing to learn. They therefore appreciate brands which offer them inspiration to think, feel, and act (Forbes Coaches Council, 2017). But they also expect to enjoy learning, and expect brands to create content that entertains them while educating (McDowell, no date).
Research Summary & Solution Rational
F
rom the research on millennials, there is a clear preference towards authenticity and fun. There is also a strong desire to stand-out from peers and partaking in novel experiences.
Research into marketing strategies which best engage with millennials also indicates a leaning towards authentic communications through peer-like voices and messages, and engaging contents co-created with consumers. There is also a stress on an element of fun which entertains. All of this information provides strong justifications for the creative direction 5 - challenge and dare, direction 8 - exotic and adventurous, and 9 - shocking. It also provides basis for the campaign to be faced by microinfluencers endorsing the act of eating insects, and tempting millennials to follow suit by invoking and appealing to their desire of being unique, unconventional and pioneering. The research also suggests that touch points should focus more on digital mobile mediums, especially social media; and also creating experiential events which are shareable and engaging over digital platforms. This justifies a combination of touch points such as social media challenge campaigns, shareable and engaging guerrilla campaigns through contests, and game apps with incentives of travel and adventurous experiences. In terms of graphics, competitor analysis shows a key trend for bold earthy colours and strong shouty fonts. Messages are loud and clear, and many call for action via consumer generated content and endorsements. This gives grounds for bold and strong graphic styles such as the likes of the two world wars and communist propaganda campaigns.
Solution Outline & Development
Touch Points 1. 2. 3. 4.
Guerrilla campaign Social media campaign Poster Ads Game App
Campaign Title Dare To Eat Bugs Straplines A. I Dare You! Be Adventurous. Be the Revolution. B. Be Unique. Be Different. Dare to Eat Bugs. C. Lead the Revolution! Dare to Eat Bugs. Introduction Circled around the concept of challenge and new adventures. Instead of ‘selling’ insects as food in a corporate manner, the campaign will take on a more authentic and peer-like voice, daring the audience to take on a new and alien experience. The campaign will be heavily interactive and rewards participants with a chance to win 1 of the 5 adventurous exploration travel packages to countries which commonly eat insects, including Laos, Thailand, Cambodia, China, and Australia. The campaign will be carried out through 4 main touch points, including experiential guerrilla campaigns which ties in with social media, and also poster campaigns and a game app.
1. Guerrilla Campaign The guerrilla campaign will be a series of dare tasks related to edible insects including: A. Jumping into a pool of edible insects to search for the winning ticket to one of the trips within 100 seconds.
B. An eating competition of foods made with insect ingredients to win a ticket to one of the trips. C. Sticking your hand into a ‘Box of Wonders’ containing edible insects to draw out the fake insect which wins you the ticket to one of the trips. These Guerrilla campaigns will take place in London, Manchester, and Birmingham consecutively throughout a 6 week period. With each event taking place for a single week at each location between 1 week intervals. It will kick start the whole campaign, with the other touch points to follow. This is to garner hype and discussion around edible insects through word-of-mouth, attract press coverage, and also social media coverage.
2. Poster Ads There will be a series of poster ads with imagery that aims to inspire the audience to “Be adventurous: Be the Revolution!”. These posters will feature adventurous, daring, and fun microinfluencers leading the way in eating insects. Stylistically, it will draw inspiration from propaganda campaigns from the World Wars. The posters will ask the audience to search for #daretoeatbugs on social media for more information on how to win a chance to a once-in-a-lifetime adventure. This will lead them to the social media campaign. The poster ads will be up 3 weeks after the start of the guerrilla campaigns. They will be situated in city centre areas where millennials work and entertain themselves. More specifically around the ‘edgier’ and more ‘hipster’ parts of town.
3. Social Media Campaign There will also be a social media challenge which is to video oneself eating edible insects and sharing it on Instagram, Facebook, or Twitter. The post should mention 3 other friends, daring them to carry out the #daretoeatbugs challenge. Each distinctive post enters the account user into the draw for 2 of the travel packages. The social media campaign will come live 3 weeks after the guerrilla campaigns, in conjunction with the poster ads, and will be initiated through posts regarding the challenge on brand’s own social media accounts. The micro-influencers whom are featured in the poster campaigns will be the first ones to start on this challenge, mentioning 3 friends and 10 followers. This campaign, along with the poster ads, will continue for a month.
4. Game App The game app will launch after the poster and social media campaign. It will be introduced on brand’s own social media, shouting out to all audiences who didn’t get the chance to participate/win in the previous events to enter for a final chance by downloading and playing this game. The app will essentially be a bug eating game. • User scans their own face to create a customised avatar resembling themselves and try to catch and eat as many bugs as possible before their avatar finishes the track. • The more bugs the player eats, the more points they get. • More nutritious bugs will reward players with more points. • There will be various levels in the game, and players must reach a certain amount of points to unlock the next level. • Sharing the game on social media will reward players with advantages to gain more points (e.g. wider mouth, more bugs, longer course, etc.), helping them reach the next level faster. • The user with the most points within each level by the end of a month will be entered into a draw for the final ticket to the trip.
Solution
Touch Point 1: Guerrilla Campaign
Event 1: Find the winning ticket in a pool of insects Event 2: Find the winning ticket in boxes of cooked or living insects Event 3: Eating competition with insect dishes to win ticket to travel
Touch Point 2: Poster Ads
Poster 1 Featuring musician CHRIStine and the queens
Poster 2 Featuring artist MLMA
Poster 3 Featuring model Alton Mason
Touch Point 3: Social Media Campaign
Touch Point 4: Game App
App Store Listing
In App Play
Discussion, Conclusion & Evaluation
I
n this project, directions in advertising insect-eating to millennials were explored through firstly researching on the benefits and barriers to eating insects; the profile of the millennial market; their preferred touchpoints; and finally analysis on existing marketing strategies.
The campaign meets millennials where they are, which is mostly online and mobile, and appeals to their needs for fun, challenge, adventure, and novel experiences. It fulfils their esteem needs to showcase their unique identity, and also their love/belonging needs through personalised engagement and co-creation.
10 possible creative concepts were explored based on the information gained on the eating of insects. The form these concepts could take were thought through and roughly sketched with consideration of the target market and what appeals to them. The final decision of direction was chosen due to a combined analysis of all the insights gained, and also with notice towards what is currently less adopted in the industry and therefore hold greater potential (i.e. emphasising the challenge and dare factor of eating insects).
The campaign differentiates itself in two ways. Firstly, current brands appeal mostly via benefits to the environment and its nutritional value. But these merits may be too wordy, complex, or farfetched to digest and acknowledge. An emotional appeal of challenge and dare, on the other hand, is a much more direct and simple message to call for action. Secondly, the Dare to Eat Bugs campaign works on tempting millennials with more immediate and tangible rewards of going on a once-in-a-lifetime adventure, while keeping the marketing content entertaining, engaging and fun.
The 4 touch point mediums, integrated campaign strategy, and straplines and copy were decided upon through knowledge gained from past successful millennial targeting campaigns and market research. The visual inspiration for the touch points were world war and communist propaganda posters. This was decided upon due to their bold and powerful styles which aligned with the desired campaign strategy and tone of voice.
The difficulties encountered while carrying out this project was mainly researching current existing campaigns, which are very limited in variety and narrow in scope, as the industry is still quite niche and developing.
The campaign idea -Dare To Eat Bugs - engages millennials with social media and guerrilla challenges daring them to eat/come in intimate contact with insects in exchange for a chance to win the prize of an adventurous travel package. The campaign aims to normalise the act of eating insects and helping millennials overcome the ‘ick’ factor by invoking them to taste through dares and challenges. And through the campaign of encouraging and rewarding adopters, making insect foods a trend, associating it with desirable characteristics such as fun, exciting, and cool.
A major limitation of this project is that it relies solely on secondary data. A possible future improvement would therefore be to gain primary data from millennials on qualitative information such as in which ways and scenarios would they be willing to eat insects. Future development for the Dare To Eat Bugs campaign could involve new upgraded dares and challenges. It could also grow through updating the game app (and other touch points) to include more complex game play and educational functions regarding environmental and nutritional benefits, as research showed sound basis for millennial’s love of education, self-improvement, and conscious consumption.
The End.
References
com/millennial-marketing/
Images
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