Inspired d o o by F Trends and communication
Ketchum’s Tasting Notes
No. 1 / 2015
2 //
// 3
Editorial Dear friends and fans of food, For over 60 years, Ketchum has proudly been dedicating time, talent and resources to supporting companies, brands and businesses in the food and agricultural sector. One of the many advantages of having so many people in our network who follow food trends and work with these firms is the ability to share, collaborate and coordinate our in-depth local knowledge with each other and local experts to identify emerging insights for our clients. Our new magazine Inspired by Food captures some of the topics our colleagues in Europe have been sharing and discussing with food and agricultural leaders in the region. We would like to share this food for thought with you and invite you to enjoy the perspectives presented in this issue. We would welcome your thoughts on these and other topics. Just email Food@Ketchum.com. Linda Eatherton
Partner/Director, Global, Food & Nutrition Practice Ketchum Chicago
4 //
In this issue
A taste of summer from our Amsterdam office: Sweet Eve’s success story.
10
U.S. whiskey is making a comeback, forecasts Natalie Haut from our Frankfurt office. Slainte!
12
22
Uwe Spitzmüller from HighFoodality.com explains how to work with bloggers
Ketchum’s Tasting Notes: In this issue Yummy. Food trends.
Let’s talk about food
Fancy burgers in Moscow, a street devoted to food in Paris,
Communication in the food and beverage sector is a specific
and the return of eating at home in Hamburg – we take a look
yet extremely inspiring and creative challenge. In this section,
at the trending topics in terms of food and beverages.
our authors and interviewers share some of their insights.
Promote vs. protect: why global integration is a two-way street. A talk with … Mag. Hanni Rützler on food trends. European trends: What’s up in our capitals in terms of food?
6 8 10–18
Our glocal grocery store: how creativity and collaboration define our work. Food meets creativity: a look at our creative work. Don’t get burnt: crisis communication. Interview: the food blogger – the new journalist, critic and partner. Interview: Mr Launch – how to launch a new product on the European market. EU food policy: time for a rethink.
19 20 21 22 24 26
In this issue
// 5
32
Can my chocolate bar be social? Y es it can – and it should, says our European Digital and Social Media Director Stephen Waddington. Take the kiwi fruit challenge. A case from our colleagues in Amsterdam.
29
Time to go home – to have dinner with your family! A truly inspiring case from London.
30
How they did it: cases
Digital outlook
Examples of our work from all over Europe. From a creative
An article about the importance of social media for
nutrition challenge to an innovative promotion, a classy road
food companies and whether a brand can ever truly
trip or a family-focused activating campaign – have a look.
be social. (We say: yes!)
Grand Extrem: an institutional approach. By Ketchum Madrid. Let’s cook with Staatlich Fachingen. By Ketchum Pleon Frankfurt. Healthier lifestyle challenge. By Ketchum Amsterdam. Go Home on T ime Day. By Ketchum London. Beer tasting at ibis. By Ketchum Brussels.
27 28 29 30 31
32
Meet the foodies Find a foodie at one of our European offices.
33
Hotspots Brussels, Amsterdam, Frankfurt or Berlin? Our local food teams introduce their favourite hotspots.
34
Photo: Vee O. via unsplash.com
6 //
Promote vs. Protect Linda Eatherton, Partner/Director, Global, Food & Nutrition Practice, Ketchum Chicago, explains why global integration is a two-way street
For decades, we have collectively praised the notion of global integration
approach to issues and crisis management. Situations affecting
but few have achieved nirvana where all activities are seamlessly
brands and business rarely start in or stay contained to a geography.
threaded without borders or boundaries. There are many reasons why
The majority of issues impacting the industry today are a set of
this doesn‘t happen. I would offer that in the food and beverage industry
common negative forces affecting nearly every brand and corporation
it shouldn‘t happen. Rather, we should take a different strategic approach.
in every market in the world. They may play out to varying degrees in each market but they are typically the same core issues.
I‘m going to state the obvious here. The food and beverage sector is still very much focused on local brands that speak to varying cultures
These issues are fuelled by a shift in power to the people enabled by
and lifestyles – and rightly so. Building relevant market strategies to
democratised social and digital platforms, which have removed the
promote brands requires exceptional insights about local mindsets,
ability to control, isolate and starve out simmering issues and activists.
behaviours and trends. The marketing tools and tactics that resonate
In an instant, like-minded consumers can aggregate and agitate for
in one area may well fail in another.
change online. Who are these people? And can they be reached?
What is less obvious – and may even seem counter-intuitive to local
Our Ketchum Food 2020 global research identified a new consumer
brand-building best practices – is the necessity of taking a global
influencer segment we have dubbed the Food e-Vangelist. They are
Promote vs. protect
// 7
self-appointed agents of change who are neither activists nor affiliated with groups or each other. They view themselves as serving a higher purpose to warn and protect others from food-related risk by way of sharing and questioning the status quo. They are not the extreme, small percentage of the population that can never be reached or satisfied. To the contrary, our research shows Food eVangelists are and can be the moveable middle on many issues. What’s more, data shows that they exist in every country, and we have learned that the drumbeat heard around the world from Food e-Vangelists is remarkably similar and consistent. Conversely, we know that if dismissed or dissatisfied they will congregate and collectively agitate for change on a massive and public scale. The borderless and fluid ability of these groups to ignite and fuel escalation is expanding exponentially. Command and control strategies no longer work. In fact, we‘ve seen evidence that they actually backfire, accelerating the issue. The drain on local resources to fight each brush fire is overwhelming and, frankly, this approach is ineffective. In any business, there is a time to sell and a time to tell. There are also very different strategies for promoting versus protecting your brands and business and confusing or integrating the two can have serious negative consequences. Waiting until you see fires burning can be even worse. Concerned Food e-Vangelists are continually urging everyday consumers to pay attention and take action. Bonfires become a raging forest firestorm all too quickly. At Ketchum, we advocate building a two-way approach to global communications in the food industry. Promoting from the inside out locally in parallel with PROTECTING from the outside in regionally and globally is the new paradigm. By adopting relationship-building,
team runs simulations on a regular basis to ensure our clients are
reputation-enhancing communication initiatives between Food
prepared from the inside out. Broad-reaching technologies like our
e-Vangelists who share common concerns and expectations, it is
mobile crisis app called Mobile RepProtect allow our clients to have
possible to build a base of support, and
their crisis plans available to them
acceptance
surround,
instantly via their smartphones as well
strengthen and shield local marketing
as to instantly contact the main crisis
strategies. A skilled firm that is
manager on breaking situations via
steeped in food and agricultural work
email or a phone call within the app.
should have separate teams working
This technology allows all our necessary
on these two paths at all times -- one
parties within Ketchum and the client
regionally focused on protecting while
organisation to quickly activate across
the
the world.
other
that
is
will
locally
focused
on
promoting. It is crucial they be aligned but each requires deliberately different
Global integration is and will remain an
messages, channels and strategies.
important aspect of business. But, at Ketchum, we believe the food industry
We’ve all seen that bad things happen to good people – and to good
requires global and regional reputation-building and crisis man-
brands. When a crisis hits that disrupts business or threatens the
agement infrastructures that align and work in parallel with local
brand materially, you need a plan, a protocol and a firm that can
marketing programmes. Protecting and promoting is, we believe,
instantly mobilise and align across multiple borders. Our global crisis
a two-way street. //
A talk with …
Photo: Hanni Rützler
8 //
A talk with … Interview with Mag. Hanni Rützler, renowned nutrition expert and food trend researcher, conducted by Pepita Adelmann, Vienna, and Natalie Haut, Frankfurt.
Ms Rützler, in your current food report you describe information
We are currently seeing a trend of companies trying to collaborate
as a product and communication as the new market place of
with bloggers. This particular group is very critical and knows exactly
the food industry. How should food companies and food makers
what companies are trying to achieve – this calls for even more
handle this new consumer power?
transparent and open communication.
Consumers are an anonymous crowd that we would like to be more mainstream. Instead, the group is becoming even more differentiated
You say that consumers increasingly want more information
and complex. This development needs to be taken seriously by food
and transparency; this indicates that they are developing into
companies and producers – they need to interact with their
experts themselves. Which role will doctors, dieticians and
consumers on an equal footing in order to attract their attention.
nutritionists play as vertical knowledge distribution turns into
Companies need to consider the new needs of consumers more
horizontal knowledge sharing?
intensively, which can be a big challenge.
Generally, industry experts are very important – also for political decision making too. They are crucial stakeholders, advisers and
In order to develop, companies need to find out who they are and
opinion leaders for government guidelines and political decisions.
what it is they stand for. To be credible, they need a clear strategy
But due to their expertise it’s not easy to win them for any cause.
and a holistic approach. Only that way will they be able to strengthen
This expert group of people develop strong opinions, which is why
their quality credentials, which is the most important future success
talking to them is both important and sensible, just to be top of mind.
criterion from my point of view.
A talk with …
// 9
Additionally, media and advertising play big roles. Even though these
on their involvement, the industry can promote topics and in that
are sometimes given too much credit, as there are not many
way target and start conversations with certain groups. Companies
professional trade journalists around and products are often
should only get involved in issues that match their competence
portrayed wrongly, they are important influencers.
though. If the trend is not suitable for your product, leave it. Otherwise you will just become inauthentic. Companies need to
Retailers and producers need to see themselves as a part of the
remember to focus on their core competences.
system – it’s all about credibility. Unfortunately, some of this has been lost through scandals and media discussions. Even more importantly,
Does the “soft health” trend provide any new opportunities for
they need to conduct open conversations with all players.
the industry? I think this is one of the most exciting and challenging trends for the
At the moment, we are experiencing a market of high-quality
food industry. Health and fitness are on everyone’s agenda, but you
foods that cater for the individual needs of their consumers.
can only make it work if it is made suitable for everyday use. “Soft
Additionally, small-shop strategies and special retail concepts
health” provides easily applicable solutions: they are state of the art,
offering curated food are growing. Can the market keep up with
not too fatty and not too sweet so you can still indulge. Frozen yogurt
these trends or will the food industry as we know it today not
is a good example of how the food industry has made use of the
exist in 20 years?
trend: healthier icecream made fashionable.
From my point of view, most of these new concepts have great potential. Small corner shops and stores are gaining in popularity,
“Soft health” concepts have put “forbidden” things back on the
whilst supermarkets are not associated with pleasurable shopping
menu: chocolate, icecream, etc. New healthier flavours and recipes
experiences any more.
allow conscious consumers to indulge healthily without having to go without. We will definitely see more of this in the near future.
Massive product variety and long, plain aisles evoke stress nowadays, rather than suggesting choice. Multiple reward systems
The online platform www.mealsharing.com gets people together
turn us into bargain hunters with price being the only benchmark.
to eat and share home-made dishes. Do you think that this
You might as well buy online if this is the only criterion. Most
could be an ongoing trend as the number of one-person house-
supermarkets resemble warehouses with products stacked in
holds increases?
groups, but this is not what we need any more. Cooking and
Yes, there are many exciting new third-place concepts around at the
shopping are not what they used to be: the housewife that needs to
moment; meal sharing is one of them. Resulting from sustainable or
cook for six children three times a day is vanishing. Cooking is fun,
social considerations, this trend will become even bigger alongside
not a planned activity; shopping and storing habits have changed.
other new ways of eating out: hidden kitchens or pop-up restaurants
For example an average fridge in a one-person household contains
are all part of this exciting evolution of cooking. The topic of cooking
about eight products.
will always be around and it is currently redefining itself – that’s a good thing which should be supported. //
The industry is slowly adapting and recognising the change. You can see a certain nervousness rising amongst the big players and there is a lot of discussion about the future. In the U.S., for example, change is already happening: big malls are being turned into urban gardening concepts. Many retail chains are starting to push into the gastronomy sector to promote third-place settings. Cooking, eating, shopping – all-in-one concepts with flowing transitions are the future. And packaging is also a big, contentious topic for the future – so yes, change is definitely happening. In your report, you split consumers into six groups ranging from “eat their fillers” to “core food culturists”. Their needs and behaviours are diverse. Does the industry need to focus more on these individual consumer groups? No, this is not a framework that targeted products can be created for. Age, sex and profession don’t help us to understand people’s eating habits; it’s more a matter of lifestyle. This categorisation shows how consumers deal with food-consciously or not. Depending
10 //
a Dutch taste of summer: Sweet Eve Tasted by Kim Zoon, Isabel Boerdam and Anja Verheij, Ketchum Amsterdam
The trend: fulfilling food For consumers in the Netherlands, food is becoming more and more important – not just as a basic necessity but as a source of vitality, health and beauty. Consumers don’t buy food just to fill their stomachs; nowadays, they really want food to benefit them physically and mentally. Consumers are increasingly looking for fresh, pure and high-quality products, and they’re willing to pay a bit extra for them. Superfoods, green smoothies and raw products are becoming more and more popular due to this trend. The Dutch were eating themselves strong, healthy and beautiful this summer! Sweet Eve: a breakthrough strawberry One of the seasonal products that really keys into this trend is Sweet Eve, a branded strawberry. Each strawberry is locally produced by one of only three farmers who have been screened and selected. This makes Sweet Eve a strong brand that is easily recognisable in the supermarket and something which promises guaranteed quality. Unlike other strawberries, it is produced with flavour as the number one priority to make sure the sweetness of the fruit eliminates the consumer’s craving for sugar. A Dutch food trend watcher‘s thoughts on Sweet Eve “Nowadays, people are more and more aware about what they eat. Earlier, people wanted to eat as much as they could for as little as possible. This is changing. People are choosing quality products and are starting to value the taste and origin of the product more every
Sweet summer recipe for next season A super-quick, healthy and fresh summer salad!
day. For many people, good taste is about the level of sweetness in
What do you need?
combination with a nice smell. This is why the full, sweet taste of
• 100 grams black quinoa • 400 grams Sweet Eve strawberries • 2 handfuls watercress • 40 grams pecans • 100 grams feta cheese • Olive oil • Beet vinegar • Salt and pepper
Sweet Eve is a revolution for the humble strawberry. It makes you realise: this is what a strawberry should taste like!” //
How do you prepare this dish? Cook the quinoa according to the instructions on the packet. Set aside to cool. Hull and halve the strawberries. Wash the watercress. Mix the quinoa, the strawberries and the watercress together. Roast the pecans in a dry frying pan until golden. Crumble the feta cheese over the salad. Make a dressing with olive oil and beet vinegar, adding salt and pepper to taste. Then it’s ready to serve!
// 11
Fancy fast food Maria Losyukova, Moscow
Toast with poached egg and hollandaise sauce topped with savoy pâté, citrus confiture and jalapeño. Picture: The Burger Brothers. From: www.facebook.com/TheBurgerBrothers
For many years, Moscow has been one of the ten most expensive
Meanwhile, wonderfully designed interiors help ease our guilty
cities to live in. It has also been rather notoriously associated with all
consciences about the amount of fat and carbohydrate that is
of the excessive bling-bling the world can offer. No wonder fancy
impeccably served on a state-of-the-art porcelain plate.
fast food was quick to catch on in Russia’s capital. American chef and popular restaurateur Isaac Correa started Moscow’s luxury
Here’s a quick guide to the fast food pleasures Moscow’s high-end
burger hype in 2011 by opening Corner Burger – a New York-themed
restaurants have to offer: meatballs in cowberry sauce (16 euros) are
restaurant that was the first to specialise only in freshly made
on the menu at Orange 3, a new and very trendy Scandinavian
burgers of all types and sizes. With prices ranging from 10 to 15 euros
restaurant opened by one of Moscow’s most famous haute cuisine
for a burger and fries/salad it was definitely not the most expensive
restaurateurs – Andrey Dellos. Another veteran of Moscow’s F&B
place to eat in Moscow, but it did start a popular food trend. More
business, Arkady Novikov, has fast food items in most of his very
importantly, it also legitimised fast food as something that didn’t
expensive and fashionable venues. Fish and chips (17 euros) and
have to be sold at food stands, cheap chain restaurants and diners.
mini-chiburekki with crab meat for 13 euros are served at the hip Chips bar (chiburekki is a type of deep-fried pasty stuffed with
Alexandr Zalleski, co-owner of the trendy Burger Brothers café,
minced or chopped meat and onions made in Tajikistan). You can try
explains Moscow’s burger trend: ”In my opinion, burgers are the
a turkey pitta with vegetables and yogurt dressing for 11 euros at
food of the century. They’re something that everyone understands.
Novikov’s For People by People. The trendy Ugolek restaurant run by
Customers know what to expect when ordering one, it’s a bun with
everybody’s favourite Italian Muscovite, Uilliam Lamberti, serves a
meat and extras. But what’s much more important here and now is
child-size portion of salmon bagel with artichokes for 12 euros, but of
quality. There’s a whole new category of people who keep asking
course Uilliam does it so elegantly, you’ll never feel robbed.
themselves the question – what am I eating? But they still want a burger! So when we opened up The Burger Brothers, we set out to
Although fancy fast food is a pleasure based on a hedonist philosophy,
find the best ingredients, and that’s exactly what we did.” That
the cost is far from modest. Prices may not seem so high at first
basically sums up the first and main difference which turns regular
glance, but you have to keep in mind all of the extras that are hidden in
fast food into fancy stuff. You pay extra for the quality – fresh meat,
restaurant dining. The starters, drinks, coffee and desserts add up –
the best vegetables and no frozen semi-finished products. And it’s
often to an impressive 60–80 euros per person for a meal. Only time
not just about burgers. Meatballs, noodles, falafel, shawarma, fish
will tell whether fine fast food is a new trend in haute cuisine
and chips – an international mix of fast food has migrated from
simplification or just a passing fad. What is clear though is that Moscow
street stalls to the menus of Moscow’s fanciest restaurants.
has all sorts of adventures in store for picky food connoisseurs. //
12 //
The renaissance of U.S. whiskeys Straight bourbon and rye whiskies are celebrating a comeback, says Natalie Haut, Frankfurt Whiskey is certainly not the same as whisky. Bourbon, blended
of classic cocktails from the roaring twenties such as rye
whisky or malt – connoisseurs are offered a large choice of whiskies
cocktails. These have piggybacked on the comeback of U.S.
which is as varied as the places in which they are distilled. For years,
whiskeys in Europe.
Scottish single malt whisky, written without the “e”, has been the blueprint for good taste.
It remains to be seen whether the bourbon boom being discussed among experts will turn into a general comeback
Produced only from malted barley, yeast and pure water, whisky fans
for brown spirits including whisky and cognac. Let’s see and
of all ages travel miles to visit the countless small distilleries in
have a sip of excellent whisk(e)y along the way.
Scotland and to experience the variety of different whisky-producing
Slainte and cheers! //
regions, and the unique characteristics of their spirits. Speyside is known for its mild and smooth whiskies, including some of the most famous in the world. The whiskies of the Highlands are richer and full-bodied due to Highland peat. Malts from the Orkney Islands, home to the most northerly distillery in Scotland, offer smoky, but truly mild flavours. The peatiest malts come from the island of Islay. Its rough maritime climate, smooth water and abundance of peat create whiskies with an intense flavour – which are renowned among whisky-lovers. The American bourbons have been ignored by European whisky fans for a long time and were written off as an old man’s drink at the end of the 1960s. The current bourbon boom in Europe shows that two wrongs don’t make a right. Kentucky is still the heart of American whiskey production. Hot summers and cold winters create an excellent maturation process and an intense whiskey flavour. For a whiskey to be called a straight bourbon, it must be produced in the U.S. from at least 51 per cent corn, it needs to mature for at least two years in new, charred casks made from white oak, and it must be bottled at 80 proof or more. Lately, straight ryes have been trending among whiskey producers. These must be distilled to match the same specifications as bourbon, but instead of corn, they are made of 51 per cent rye. Incredible as it may seem, bourbon has made its way to Europe via Japan. When young Japanese consumers were looking for an alternative to the Scottish malts their fathers loved at the end of the 1980s, they came across high-quality whiskeys from the U.S., allowing them to set themselves apart from their fathers’ generation. Meanwhile, American distilleries have gone for premium quality with superior spirits like small-batch bourbons or single-barrel bourbons made by established distillers. One effect of the quality trend is a growing number of so-called Microdistilleries. These are specialised in tiny production volumes. Another effect is the revival
The excellence of Italian manufacturing
// 13
the excellence of italian manufacturing “We are so vain,” says Sara Pecchielan from Ketchum Italy about the Italians For a tourist, travelling to Italy means living and enjoying the
horizon, every Italian company is keen to improve its national and
Italians’ excellence in any field: fashion, art, handicrafts, design
international image, including highly respected firms such as the
and, of course, food. The “Made in Italy” mark is a reliable way to
wine company Berlucchi, which already exports to more than 30
identify a product completely designed, manufactured and
countries. Pride, passion and an unswerving commitment are the
packaged in this country, highlighting the passion, the high quality
values that shape the brand, which develop the most famous Italian
and the added value of its origins and the country’s regional
wine-making method ever, Cuvée Imperiale. With its long-standing,
traditions. All these values drive many consumers around the world
deep commitment to promoting the “Made in Italy” mark around
to prefer Italian products and represent the strength and
the world, and its historic role in launching Franciacorta wines, the
considerable potential of Italian exports. “Made in Italy” is, in some
company achieved a milestone in 2013 when it was awarded
way, a brand within a brand and, according to a market survey
DOCG recognition, highlighting its commitment to promoting an
carried out by the company KPMG in 2011, it is the third best-
international appreciation of Italy’s history and talents.
known brand in the world after Coca-Cola and Visa. Everyone knows that Italy is famous for its excellent, varied food and EXPO 2015, the universal exhibition which will take place from 1 May
its traditional regional products. It should therefore come as no
to 31 October, will be a great occasion to highlight food-related
surprise that the global food megastore chain Eataly has proved so
issues because its slogan is “Feeding the Planet, Energy for Life”. It
popular. Founded by the entrepreneur Oscar Farinetti and sponsored
will certainly be an opportunity to showcase the excellence of Italian
by Slow Food, the movement that preserves traditional and regional
manufacturing, with Milan hosting the event. With the show on the
cuisine and the local ecosystem, the company has set itself a great
14 //
The excellence of Italian manufacturing
goal of offering the best Italian food all over the world and making it widely accessible to the public. LARTE is another example of a unique experience which embodies contemporary Italian lifestyle in the world of luxury goods. It is a oneof-a-kind concept store in Milan created by Fondazione Altagamma where the best luxury Italian companies specialising in food and wine, art, design and fashion cooperate to highlight Italian-made products. All these companies unite a pride in manufacturing with quality, creativity and inventiveness: all good arguments for choosing Italian products, which are recognised worldwide as offering high quality, attention to detail and creativity in their design and shapes. Italy’s excellent reputation is founded above all on the idea of creating something that is unique in the world and making each product extremely well. This is the reason why “Made in Italy” has become synonymous with good taste. Following its great domestic success, LARTE is going to open new stores abroad, exporting its unique luxury experience under the Italian flag. One product heavily linket with Italy is mineral water, and the Sanpellegrino Group is a top player in this category. The company is heavily involved in front-line efforts to emphasise the importance of origin in determining different water flavours. By virtue of their origins and their strong relationship with Italy, its culture and its traditions, Acqua Panna and S.Pellegrino perfectly represent the Italian style as a synthesis of conviviality, well-being and fine dining. Sommeliers, chefs and connoisseurs worldwide, from the United States to France, Germany to Canada, the UK to Australia and Japan to the United Arab Emirates, agree that these two premium waters are the quintessence of Italian lifestyle and good taste, which is why they grace the world’s finest dining tables. //
// 15
home sweet home Judith Knabe from Brandzeichen, a Ketchum company, describes the rise of cooking
Every decade has its own signature trends in food and lifestyle. The
It’s a family affair
golden noughties may have been characterised by pleasure and
Mum’s delicious potato salad or grandma’s favourite jam: traditional
wealth seeking, but in these times of faster-paced living, multitasking
recipes, handed down from generation to generation and refined
and societal change we are looking for deceleration, stability and a
with your own modern touches, are also an upcoming trend. This is
return to social values like family and friends. A central theme is how
about cherishing your family traditions and presonalising them at the
the home is becoming a social centre of life to which we proactively
same time. It also means cooking with fresh and healthy ingredients,
and consciously retreat with our friends and family. Food and
choosing foods that satisfy your body and soul and increasing your
nutrition are playing an elementary part in this trend concept.
quality of life. //
Cooking is relaxing
Further information (German only):
Coming home after a stressful day in the office, often all we want to
www.werteindex.de/blog/kontrolle-ersetzt-lust-als-
do is to relax. On the other hand, we still want to spend time with
lebensstil-pramisse
our family and friends. Cooking with or for your friends is a way to
www.trendmonitor.biz/kategorie/gesellschaftliches/artikel/
combine both aspects. You can have a chat with a friend while
so-praegt-der-homing-trend-die-maerkte.html
preparing food, enjoy quality time and relax together. It‘s true that
www.gutekueche.de/blog/diverses/wer-selbst-kocht-liegt-voll-im-
the most valuable discussions take place in the kitchen!
trend.1946.htm
16 //
La Jeune Rue
The international designers involved in this project: Andrea Branzi, cinema. Architect and designer Andrea Branzi is associated with every major movement of the Italian avant-garde: Alchimia, Archizoom and Memphis // Maud Bury, Anahi restaurant. After studying at École Camondo, Maud Bury spent ten years with Philippe Starck before going it alone in 2012 // Frères Campana, bar and fish restaurant. The Brazilian brothers Fernando and Humberto Campana have developed a design based on reusing or recycling crafted products and aesthetic transgression // A+A Cooren, hardware store. Aki and Arnaud Cooren met at École Camondo and graduated in 1999. The same year, they founded A+A Cooren, their Parisian studio reflecting a sober design style which is always in search of a delicate balance between aesthetics and pragmatism // Vincent Darré, ice cream parlour. After devoting himself to fashion, photography and Parisian nightlife, the French designer and talented director Vincent Darré burst onto the interior design scene, founding Maison Darré in 2008 // Tom Dixon, grocery and fishmonger. Self-taught genius Tom Dixon has been shaping his own vision of design since the 1980s. A true workaholic, he has dozens of design, art and fashion projects on the go // Ramy Fischler, oyster bar. Ramy Fischler is a Belgian design graduate from Ensci-Les Ateliers. For nearly ten years, he worked with Patrick Jouin before being admitted to Villa Media for a one-year resident fellowship in 2011 // Jaime Hayon, Japanese club and flour mills. Jaime Hayon is a Spanish artist/designer who was born in Madrid in 1974. After studying industrial design in Madrid and Paris, he joined Fabrica in 1997 where he was appointed head of the design department at the age of 24 // José Lévy, concept and hardware store. Born in Paris, José Lévy began his career in menswear before devoting himself to design. A sense of eclecticism characterises the style of his compositions, which range from sculpture to decorative arts // Michele De Lucchi, butcher’s shop. Michele De Lucchi was born in 1951 in Ferrara. After a period dedicated to radical and experimental architecture following movements such as Cavart and Alchimia, he became one of the pillars of the Memphis Group // Marc Ange, covered market. Originally from Rome, Marc Ange founded the studio Bloom Room in 2008 and completed his immersion in design by creating Chimera in 2012, which distributes upmarket pet furniture // Ingo Maurer, speakeasy. Born in 1932, Ingo Maurer is a German designer, known for his genre-defining lamps and light fixtures // Atelier Mendini, bar. The charismatic designer, architect and intellectual Alessandro Mendini was born in 1931. His work always stands out due to his use of colour, flamboyance, derision and decoration // Jasper Morrison , tapas bar. Jasper Morrison is an English designer, born in London in 1959. Purist among purists, he enjoys a basic design where forms and volumes are never forcefully imposed, preferring the delicacy of minimal lines // Paola Navone, Korean street food. Paola Navone is an architect who trained at Turin Polytechnic. She has worked alongside Alessandro Mendini, Ettore Sottsass and Andrea Branzi in the Alchimia group // Nendo, pastry and bread. The designer Oki Sato is the man behind Nendo. Born in 1977 in Canada, he moved to Japan, where he graduated from Waseda University as an architect in 2002, before founding the Nendo studio in Tokyo that same year. A decade later, his harmonious designs have emerged as a key part of contemporary design // Eugeni Quitllet, cheese shop. Eugeni Quitllet is a native Catalan designer from Ibiza, born in April 1972, whose work questions the limits of design // Patricia Urquiola, Italian restaurant. Patricia Urquiola studied architecture at the University of Madrid before starting her design career alongside Achille Castiglioni and Piero Lissoni // Wallpaper, wallpaper store. Wallpaper is a British-based magazine founded in 1996 by Tyler Brûlé and recognised for its expertise in the fields of design, architecture, fashion, entertainment and media // Julie Boukobza, art gallery. Julie worked as a journalist and exhibition curator in New York for six years. In 2010, she founded the Modern Talking website, a project which uses pictures and text to examine forms of contemporary conversation
La jeune rue Christelle Lepiètre from Ketchum Paris presents the new district in Paris dedicated to food
La Jeune Rue is designed to be a unique project in terms of its scope and engagement. It brings together fantastic places that embody a simple motto: beautiful, right and good. Curated by Behind the Scene, these places to eat and live were designed as ethical retail spaces, a meeting point for hard-working, talented producers and designers, with the vision to create a place where the urban population can retrieve the best of nature. Each food store conceived by an experienced designer in La Jeune Rue aims to offer for sale healthy, nutritious and tasty products with as few intermediaries as possible (if any). These products are carefully selected by passionate, ecologically responsible producers and guaranteed by an ethical charter (mainly based on the enrichment of the soil). In respect of nature’s cycles, the choice of products is strictly seasonal. La Jeune Rue is not an elitist project. Every product is therefore sold at a fair price. It is a place for knowledge and leisure – somewhere to discover a dream come true and made accessible to everyone. It is a new model, a new way to bring the countryside to downtown Paris. Two examples: ANTONIN BONNET – the chef behind La Jeune Rue Cédric Naudon and Antonin Bonnet developed the concept for Le Sergent Recruteur: simple cuisine, capable of communicating the taste of exceptional products fairly and honestly. Inspired by Japanese omakase art, Antonin looks for the truth. His cuisine is constantly refined to give stronger emotions thanks to the products he works with. ROLAND FEUILLAS – bakery Roland Feuillas has always had a passion for bread. Driven by an ambition to produce a 100% natural bread and make bread a fine thing once again, he is dedicated to finding the right products and processes in nature to make a bread born of the earth. //
MAKING EVERY BERRY COUNT Alison Doughty about the rise of antioxidant-rich fruit juices
The skin and flesh of colourful fruit such as cranberries, blackberries and the superfood açai berries is rich in vitamin C as well as in natural compounds called anthocyanins. The juice extracted from these berries is brightly coloured, has a distinct flavour profile and potent antioxidant properties. The global juice market is complex. Whilst products able to make specific health claims or offer unusual flavour or nutrient profiles have continued to do well, consumers have grown sceptical of the intrinsic health benefits of more traditional products like orange juice, which contain a substantial amount of sugar. Recent UK consumer media coverage has criticised household-brand orange juices for their high sugar content and there have even been recommendations that fruit juice should not count towards a person’s “five a day”. There is a clear opportunity for beverage manufacturers to leverage the rich colour and health benefits of berries to create 100% juices that both taste great and support a balanced diet. In fact, the beverage sector has already seen an increase in consumer demand for antioxidant-rich açai, goji and aronia berry drinks. Meeting consumer brand demand: more high-quality
Enzymes: add a little, do a lot
functional ingredients needed
Given these market conditions, it is no surprise that there is an increase
Taste and health-giving properties are not the only attributes that
in the number of consumers wanting fresh, healthy juice made from blue
consumers look for when reaching for fruit juice. Convenience has
and red berries. However, unknown to most people, when berries are
become an increasingly important consideration when buying food
squeezed, only some of the antioxidants and juices are released. So a
products. Given that 80% of British adults admit to struggling to keep
special enzyme designed to break down the skin and tissues of these
up with the recommended “five a day”, the attraction of a high-quality
delicate fruits is needed to extract more from them. Manufacturers using
fruit juice or smoothie that counts as one or two portions is clear.
these enzymes can actually double the level of antioxidants made
Market research confirms this, indicating that, while sales of fruit juice
available in the juice, compared to not using enzymes. Also, if coloured
remain static at a high level throughout Europe and North America, in
berry juice was produced in Europe and North America without the help
Asia, South America and North Africa they are going from strength to
of enzymes, the cost of producing the juice concentrate would be about
strength. Low-acid and not-from-concentrate juices have recorded the
20% higher, potentially making it less accessible to consumers seeking
highest growth rates in these regions, with a shift towards high-
the health-giving properties and great taste of berry-based juices. That
quality products with antioxidants and other functional ingredients
would be a real shame for families already contending with the rising
similar to that previously seen in Europe and North America.
cost of living. //
Photo: Glen Carriei via unsplash.com
// 17
18 //
What’s cooking in Madrid?
What’s cooking in Madrid? Whether it’s to revel in the finest traditional dishes or to surprise yourself with the latest creation from the country’s avant-garde cuisine, Madrid is the ideal destination for every taste. By Helena Camacho, Ketchum Madrid.
With five of its restaurants holding two Michelin stars and one with
Asian, rebellion and design with three Michelin stars to its name.
three, Madrid is considered one of the world’s tastiest capitals. In
This avant-garde global benchmark is located at the Hotel NH
this unique gourmets’ paradise, some of the most internationally
Collection Madrid Eurobuilding. The venue will soon host other
renowned chefs have developed new culinary formulas by
culinary establishments such as a space managed by chef Paco
capitalising on the city’s unquestionable gastronomic glamour.
Roncero, a genius who has triumphed with several projects in
Talent, quality and design: a foolproof combination that can be found
Madrid. One of these projects is Roncero’s gastropub Estado Puro, a
in the majority of Madrid’s most famous restaurants, from those as
reinterpretation of the traditional Spanish tapas bar that explores
recent and impressive as DiverXO to established gastronomic
culinary forms under the concept of neocañí. Another of the capital’s
temples like Santceloni. Spain’s capital has witnessed the birth of
unmissable restaurants is Santceloni. The sublime quality of its food
new phenomena like Platea, a revolutionary concept in gourmet
and service make this hidden gem a destination for all the senses.
leisure space which proves that there is still room for innovation in
Chef Óscar Velasco approaches tradition in his own inimitable style
the world of haute cuisine. With 5,800 square metres of space, it
and has won two Michelin stars.
plays host to chefs who have amassed six Michelin stars between them (Paco Roncero, Pepe Solla and Marcos Morán) and an extensive
This is how Spain’s capital reveals itself as the city of a thousand and
culinary offering that includes upmarket cocktails under the
one tastes with a vast array of possibilities that offer a delicious
stewardship of Diego Cabrera and Luca Anastasio. It’s become a
journey through one of the world’s richest gastronomic cultures.
gastronomic titan and an obligatory stop for gourmets.
Anyone who tastes Madrid comes back for second helpings. //
Diversity and good taste David Muñoz, gastronomy’s new enfant terrible, has driven palates wild with his restaurant DiverXO, a miscellany of Mediterranean,
// 19
Our Glocal Grocery Store You love to purchase international products? Wonderful, then you are in the right place. You prefer to shop locally or buy products from your region? Welcome, you have found the right store as well. Ketchum Pleon’s global Food and Nutrition Practice has food experts and food lovers in nearly every office – 75 people all across Europe. We provide a service which is tailored to your needs, working with clients internationally as a cross-border team or locally, focusing on a specific region. Collaboration and creativity are the keys to our approach. Article by Diana Dorenbeck, Ketchum Pleon Munich.
Collaboration is the way forwards
creative tools to generate breakthrough ideas. Whether you’re in need
Food is far more than just a necessity of life. And food is not just food –
of fresh ideas or have some to share, it’s easy to launch a challenge or
especially internationally. For example, while the French celebrate
post an idea using our crowdsourcing communities Mindfire and Ide8.
their food and spend a fair amount of money on buying food products,
Mindfire invites graduate and undergraduate students from the
Germans are far more price-conscious when it comes to grocery
world’s leading universities to participate in brainstorming and tackle
shopping. Every culture has a different approach to food and
real challenges. Internally, Ide8 allows colleagues to collaborate 24/7
therefore to food communication. Our global Food & Nutrition
on client brainstorming sessions and any work-related challenges.
Practice has understood this for nearly 60 years. Do you want to know if your campaign will work in Spain or what you have to consider
However, creativity and creative tools are not an end in themselves.
for communication in Italy? No problem, at the mere press of a
Recognising this, Ketchum Pleon was the first PR agency to create
button we have access to colleagues and food trends through our
a dedicated role solely
at and work together. We like it that way, and our clients like it too.
“After five years working together, we value Ketchum as a deeply involved partner, challenging us and helping us to deliver results.” (Kathy Heungens, Corporate Affairs Director, Mars Belgium)
How ideas happen
tice, which she successfully led from 1999 to 2001. The Ketchum
Companies are always searching for creative new ways to position
Pleon glocal grocery store is the best place to find tailor-made crea-
their innovative offerings. But with so little that is genuinely new,
tive campaigns. This central resource is conveniently located in your
finding fresh ideas can be challenging – even in the best creative
area, no matter where you’re based. Be sure to check it out and let
brainstorming sessions. This is why we have developed numerous
us know what you think. //
worldwide internal food database. Monthly calls, webinars and personal meetings keep our food practice team bang up to date. Our food practice members are experts in every specialism a company might need. Whether it’s B2C, B2B, digital, crisis or internal communication – to mention just a few – there is always an expert to hand. Our people provide a specialised skill set for activities that go way beyond the press release. Our view is that no one can claim to be good at everything, so we specialise in what we‘re best
responsible for creativity. As Global Partner and Chief Creative Officer, Petra Sammer is responsible for the strategic and creative development of Ketchum in Europe and Germany. Petra started her career in Ketchum’s Food and Nutrition Prac-
20 //
Food meets creativity …
food meets creativity … Interview with Petra Sammer about her role at Ketchum Pleon and how she promotes creativity. By Diana Dorenbeck, Ketchum Pleon Munich.
Creative directors are commonplace in the advertising industry.
Finally, one question regarding the future: what trends can you
However, they are still quite unusual in the public relations sector.
identify in the field of creativity – maybe with regard to food?
What does creativity mean in PR? What do creative directors do?
As you know, it’s not easy to predict the future and there are several
There are a few PR agencies that have creative directors and
ways to answer this question. One can either go totally sci-fi and
specialised creative teams like Ketchum – which takes its lead from
bring up ideas which are completely out of the blue and which sound
advertising agencies. However, in PR we generally have a different
somehow outstanding, fascinating … but also a bit unbelievable and
approach. We don’t see “creativity” as a task for a small elite team.
questionable. Or one can look at the past, and the present, and
Instead, we ask everyone in the agency to come up with ideas. This
expand on what’s already there.
“democratised” approach differentiates us from other agencies, but at the Cannes Lions International Festival of Creativity you could
To answer your question, I will choose the second option. In my
hear that more and more agencies are starting to think in the same
opinion, we will see more #live-communications in the future. By
way. The reasons for this are very complex. In part, solutions for a
this, I mean “real-time” communication where brands comment on
multi-screen, hyper-connected and engaging media world can’t be
real-time events, jumping in quickly on running conversations and
found by a small group of “creativity gurus” acting alone.
sparking conversations in real time. I know that is challenging for many companies and brands – and also for agencies – as this needs
Today, you need to connect experts from many disciplines such as
new resources, new listening and new conversation skills. But if it is
journalists, IT specialists, film-makers, researchers, artists and many
done right it’s a powerful tool to engage with fans and consumers on
more. An idea can come from anywhere, so our view is that there is
topics which are relevant to them. I also strongly believe in gamifica-
little need for an autocratic creative director who is the “wise guy” and
tion. The health care industry is currently testing therapy games to
supposedly knows it all. However, we do need a new type of creative
support healing with mental and psychological motivation. Journal-
director that can facilitate creativity and connect different specialists.
ists are testing news games to get complex information across. HR departments are testing serious games to motivate employees and
How is creativity different in relation to the food industry?
help them to work more effectively through a playful environment.
Food is and always has been an industry that demands creativity
And finally, the internet of things, wearable electronics and the
which appeals to all the senses – from sight and smell to touch.
self-tracking trend will give us plenty of big data to play with. //
Whenever you work for food products, you have to keep in mind that eating and drinking are two of the most intense, sensitive and emotional things we do every day and that we experience food with so many senses. Communication has to reflect this. One of your key issues is storytelling. What does a food company have to take into account if it chooses a storytelling approach for communication? At the Cannes Lions International Festival of Creativity this year, several food companies such as Chipotle and Honey Maid won with creative and highly visual storytelling campaigns. The key to their success was their ability to find their core belief. Every good story has a reason to be told, so food companies need to know what their reason is. I don’t mean the vision or mission of a company or a brand. I mean that a compelling story needs to dig deeper and come up with what Simon Sinek calls the “Why” behind a story.
// 21
Don’t get burnt Five tips for preventing a communication crisis. By Claudia Holfert, Ketchum Pleon Berlin.
There are a number of dangers lurking for brands and companies in the food industry – from high-profile food scandals to allegations of price rigging, false advertising, quality defects and damage to the environment – the list goes on and on. When a crisis strikes, quick and consistent action is vital for preserving a good reputation. Many companies implement an internal crisis management process with the goal of keeping an issue away from the public or at least reducing its impact. In line with these measures, they rehearse various different scenarios and prepare reactive statements. However, many companies are less well prepared once a crisis reaches the public: reaction times are too slow, statements are evasive, and companies often try to distract the public with unimportant reports on corporate responsibility or future projects. This approach no longer placates consumers, journalists or NGOs. Thus, companies relying on last-minute crisis management cannot effectively protect their brands and reputation. It is a matter of corporate culture and attitude: today’s requirements for successful crisis management are much more fundamental. At their core lies a company culture based on transparency, the ability to tolerate criticism and the will to implement change. This is because successful corporate communication should reflect contemporary corporate culture and be founded on a set of progressive values. A company needs to communicate with confidence in order to be able to protect its brands and reputation successfully. But what does this mean in the real world? Here are our suggestions:
1
Avoidance doesn’t work: Generally speaking, critical topics must be addressed immediately and cannot be avoided. Believing that these topics will just blow over by themselves is naive. Timing is crucial in such cases: discuss topics and shape the discourse before they get on the agenda; once an issue is topical, it gains urgency and influences the
2 3
tenor of the debate. Be willing to accept criticism: Be able to listen actively and admit to mistakes. Recognising mistakes is the first step to improvement. It signals to stakeholders that you take them seriously and want to use their suggestions. After all, nobody’s perfect! Be part of the solution: There is a demand for real solutions. Always being against something or trying to prevent something from happening is not the road to success. Be prepared to adapt to new situations and bring solutions to the table. It’s important to
4 5
stake out a clear position in order to stay in the discussion. Stay the course: No one expects you to solve every problem immediately. Instead, set clear goals and regularly evaluate progress. If a goal cannot be met, then communicate this honestly and try to work with stakeholders to determine new, more realistic goals. Engage in a transparent dialogue: Criticism will seek you out, whether you are on Facebook and Twitter or not. Disabling the comment function won’t help either. By creating your own channels, however, you can react to criticism more quickly and actively take part in discussions. The biggest perk: customers will not merely talk about you, but with you. //
22 //
The food blogger
the food blogger Journalist, critic and partner Photo: Nicola Perantoni via unsplash.com
Interview with Uwe Spitzmüller from Highfoodality.com by Tanja Ackermann, Ketchum Pleon Frankfurt
It may be hard to believe, but blogging first started as an online journal
and their concerns over brand cooperation – not only in Germany.
in the 1990s where people shared their interests and thoughts. Today’s
Our experience is that you needn’t be scared to partner up with food
blogs are unrecognisable. Bloggers are considered to be an important
bloggers any more. Things have changed! Recently, we had an
part of today’s society – they have their own voice and people listen to
interesting conversation with the German food blogger and
them. Thus, they have become increasingly relevant for companies as
consultant Uwe Spitzmüller. His food blog called HighFoodality.com
an important channel for dialogue with their customers.
is one of the leading food blogs in Germany.
Today, bloggers do not only work as online journalists; they also act
How do food bloggers react to enquiries from agencies and
as consultants for brands. Facts and figures show the rapid growth
companies?
of the blogger scene and its developments during the past years. In
The reactions are now usually quite positive – food bloggers are
October 2011, there were more than 173 million registered blogs and
more and more willing to cooperate with agencies and companies
in July 2014, Tumblr reported approximately 195.1 million registered
so long as their independence is protected. The scene is about to
accounts. Most bloggers are female, young (aged 18–34) and well
professionalise and bloggers are recognising the rising interest in
educated. Every third blogger is a mum, and more than 50 per cent
their work, reach and authority.
have kids. Even though online platforms promise to connect with the global world, there is still more interest in national blogs.
How should you deal with food bloggers? Agencies and companies should view bloggers as business partners
Every blog category – beauty, fashion, photography, design or
who are fully aware of the value of their reach, influence and power.
parenting – has its own requirements. This is especially true of food
Not all bloggers intend to use their platform for promoting products,
bloggers, who are well known for their criticism of the food industry
brands or certain topics. Agencies and companies should follow
// 23
Photo: Uwe Spitzmüller, HighFoodality.com
The food blogger
interesting blogs closely in advance in order to figure out which type
years, the scene has allowed more cooperation. Cooperating with
of cooperation could work and could create value.
agencies and companies is not a bad thing any more. The old rules set up by the early bloggers have been crushed. New blogger
There are some simple rules to follow: always be transparent about
personalities are emerging everywhere and are creating a new
your campaign goals and requested materials. Pay the blogger for
culture, with some beginning to professionalise their approach.
their work and use their expertise on how to access the market most effectively. Sponsored posts are not always the best means to
In the future, we will see a lot more full-time bloggers offering
reach your audience. In most cases, the blogger knows exactly how
services such as sponsored posts, advertisements, consulting,
to address their readers. Avoid trying to get content or reach for free;
blogger relations, market access, digital food consulting, PR, content
mentioning the blogger on your company’s website is never suitable
marketing and creation, social media management and even product
compensation, for example. Product testing by bloggers is generally
development. This will be a huge advantage for agencies (and
great, but don’t send any products without asking for permission to
companies) as they seek to team up with bloggers and use them as
do so in advance.
consultants.
To what extent does the blogger benefit from cooperation?
Have you noticed differences between bloggers in Germany and
Unfortunately, many requests for cooperation do not create a win-
other countries?
win situation. In most cases, agencies or companies try to get
The German and U.S. blogging scene is incomparable. In the U.S.,
content, reach or market access without compensation. Most
food bloggers have millions of visits each month and thousands of
bloggers expect adequate reimbursement for their efforts – meaning
bloggers make a living from their blog. The German food blogging
being paid fairly. Cooperation with well-known brands helps bloggers
scene is pretty strong but no match for the U.S.. It’s followed by the
to build authority within their community. But remember that
UK, France and Italy. //
blogging isn’t only about building authority – it is also about integrity, reach, trust and being seen as a credible opinion former. The food blogging scene has grown and become very professional. What has changed during recent years? Some bloggers have recognised the potential of the market and others are exploring how the market works. There are still hardly any full-time bloggers, although their numbers are growing. In recent
Mr Launch
Mr launch How to launch food in European countries: an interview with Dr Jörg Grünwald, founder, analyze & realize GmbH
Photo: analylze & realize GmbH
24 //
Food as a category, in Europe, can mean conventional foods or
salt”, “low fat”, “is a source of X”), health claims (“helps to maintain
dietary supplements in the form of capsules or tablets. For
normal blood pressure”), or disease risk reduction claims (“Helps to
these different kinds of food, different issues play a role in
reduce elevated LDL cholesterol levels. High LDL levels are a risk factor
successful launches. Conventional and functional foods can use
for cardiovascular disease.”).
taste to win consumers’ hearts. In contrast, food in capsules has to convince consumers of its health effect and convenience. The
All nutrition claims are listed in the annex of the regulation together
secret is to know what triggers different consumer reactions.
with their conditions of use. For example, if you want a product to claim it is a “source of vitamin C”, it must contain at least 15% of the
Today, is it more difficult to launch a new or existing food prod-
RDA for vitamin C.
uct in a European country? Yes, it is definitely more difficult to launch products in the EU today.
Nutrition claims are often relevant to conventional foods too.
This is due to more complex regulatory requirements and strong
Manufacturers of supplements or functional foods are very keen to
competition for market share. This is true for conventional foods, but
market their products with health or risk reduction claims. Messages
even more so for health foods, like functional foods, dietary supplements
like “maintains a healthy LDL cholesterol level” can make a product
and medical foods, which are what we specialise in at a&r.
much more attractive to the consumer. But unlike nutrition claims, health and risk reduction claims have to undergo an individual
What have been the most important changes over the last few
application process and have to receive European Commission approval
years? Is there a trend visible?
before manufacturers are permitted to use them on their products.
The most important regulatory change for foods was the implementation of the Nutrition and Health Claims Regulation in 2007. It specifies which
Scientific substantiation data is evaluated by the European Food
messages relating to health issues can be used in the marketing of a
Safety Authority (EFSA), which requires proof of the desired claim in
food product of any kind. It applies to nutrition claims (such as “reduced
human clinical trials as well as data on the mode of action. This has
Mr Launch
// 25
resulted in the EU applying a generic list of health claims for vitamins
Can you describe a new food trend?
and minerals. However, very few innovative claims for other
Besides the very strong health trend in Western and other societies
ingredients have survived the evaluation process.
that I mentioned above, there is also a trend towards more variety and more cosmopolitan foods and flavours. Today’s consumer
A major trend in the food sector is healthy eating! The battle to avoid being overweight or obese, supporting a healthly heart, and the latest very important issue – supporting mental health by dietary means – are all part of that trend. Depression, burnout syndrome and mood swings are becoming very prevalent in society, and disease-preventive measures like eating foods to avoid or delay Alzheimer’s disease, age-related macular degeneration and osteoarthritis are all gaining momentum. The Novel Food Regulation is another legal hurdle for some manufacturers to deal with. This law controls what kind of foods can be imported into the EU. It can also apply to food manufacturers within the EU, where a new production process has been used. At a&r we do both consulting and clinical trial management for drug and food standards. We can also provide very specific strategic advice on scientific and regulatory questions.
demands fresh, natural, organic foods and a greater awareness of where their food comes from. In addition, we are seeing a very
How do you prepare for a health product launch?
strong legal attempt to protect consumers. Hence, transparency is
You need a solid strategic plan that involves an initial market analysis,
becoming more and more relevant. The digital information age in
a strong idea for how to successfully position your product and a
which we live means the consumer can access all sorts of information
clear plan for how you will communicate this to the end consumer.
24 hours a day. Companies that provide as much information as possible up front protect themselves from problems later on.
Quality and price have to be competitive with existing products in the market and the specific benefit of buying your health product has
Could you give us five tips on preparing a successful launch?
to be understood by the consumer. Taste is more important for
1. Have a convincing product, a good story, a great taste and
conventional foods than for health foods. And convenience is still a major factor: “Do I have to invest a lot of time to prepare my food?”, or “Can I put the lid on and eat the rest tomorrow?”
health support. 2. Have the perfect regulatory path to allow the best possible claim and positioning. 3. Combine advertising and PR.
Are market challenges more Europe-wide or locally relevant?
4. Use suitable media channels including social media.
Market challenges are still a local issue in the EU. Although there is a
5. Do not be too novel, but build on existing knowledge and
wish to harmonise legislation, which is reflected in many laws from
awareness of the ingredient. //
Brussels, we have to observe national laws first. In addition, marketing centres on emotional, cultural and psychological ways of reaching out to the consumer – and this is definitely a local game. Our regulatory knowledge helps us to define the best routes to market, but success in the shops also depends strongly on marketing.
Interview by Natalie Haut, Ketchum Pleon Frankfurt.
26 //
EU food policy
EU food policy: time for a rethink Auke Haagsma, Head of Public Affairs, Ketchum Brussels
Food is anything but a new issue for the European Union (EU). Heavily dependent on food imports when it was created in the 1950s, the European Economic Community sought to promote agricultural production with the Common Agricultural Policy (CAP). More recently, the EU has adopted an increasingly active health policy. Rather than promoting food production, the EU health policy seeks to reduce the consumption of certain types of food. Unfortunately, this shift has been poorly coordinated and has led to major anomalies or even contradictions.
For example, wine is part of the agricultural policy, and so its consumption is promoted, whereas beer and spirits are dealt with
Opening up to EU imports, but not everywhere
under the health policy so their consumption is discouraged in
The EU’s agricultural policy still focuses heavily on the production of
campaigns. This explains the important differences in approach. The
food. This is why EU agricultural products need to be actively
solution should be fairly obvious. Competing products with the
promoted outside the EU. In this sense, international trade rules
same issues should be handled within the same policy area as
have only had an initial impact on the agricultural sector and foods.
much as possible.
Negotiations between the EU and the U.S. on the Transatlantic Trade and Investment Partnership (TTIP) aim to reach an agreement that
Now is the time to solve these issues
goes beyond trade measures and has an effect on domestic rules
To ensure non-discriminatory treatment, all foods should be
and standards on both sides of the Atlantic. EU consumer
covered by a single, coherent approach by the organisations
organisations fear that this may reduce food safety and lower quality
responsible for dealing with the agricultural policy aspects, health
standards in the EU. However, some producers, especially in the
concerns, competition and trade issues. The current EU institutional
U.S., see this as an opportunity to get rid of regulatory barriers that
changeover after the European Parliament elections in May 2014
are not, in their view, justified by clear scientific evidence. The EU
comes at a good time to introduce some changes. The Parliament
applies a precautionary principle whereby food imports can be
has already decided that the Committee on Environment, Public
banned if there is any reasonable doubt that the product is harmless.
Health and Food Safety will deal with food health and the
The application of this principle has resulted in it banning U.S.
Committee on Agriculture and Rural Development will handle
imports of products containing genetically modified organisms
agricultural policy issues.
(GMOs) or hormone-treated meat. In this connection, Presidentelect Jean-Claude Juncker said he would “not sacrifice Europe’s
But at the Commission, anything is still possible. Mr Juncker does
safety and health standards on the altar of free trade”.
not see food regulation as a priority. His College of Commissioners have still to be appointed and should take office on 1 November. The
The precautionary principle in food safety – consumer choice
new Commission should take a fresh look at these issues and
or total ban?
produce a more coherent approach across all policies affecting
The EU’s agricultural and health policies have both led to contradictions.
Europe’s food. We should move towards a policy based on fair and
The reason for these anomalies lies partly in the way the EU is
neutral principles that are applicable across the board. Regarding the
organised. EU decision-making is increasingly compartmentalised.
digital economy, Mr Juncker said that “we can offer even greater
Proposals are prepared by specialised Directorates-General at the
opportunities in Europe, with 500 million potential customers (…) if
Commission and are then discussed by expert committees at the
we tear down the regulatory barriers (…). This requires political
European Parliament and the Council.
determination. There will be resistance, as the current fragmented regime has created very convenient, well-protected comfort zones
Although final adoption involves the Parliament and the Council,
for some players. But Europe would miss a historic opportunity if we
in reality this is rarely more than a rubber stamp for an agreement
fail to tackle this challenge head-on”. The same logic could be a big
reached by specialists from both institutions.
step forwards for foods. //
Grand Extrem
// 27
Photos: McDonalds
Grand Extrem: An institutional approach How Ketchum Madrid managed the launch of Grand Extrem, McDonald’s new local burger
In April 2014, McDonald’s launched a new local hamburger in Spain
farmers also attended the event, as well as local media. All attendees
called Grand Extrem. Ketchum Spain organised the launch with two
could take away key messages from this launch: high quality
different approaches: institutional and public relations. The launch
standards at McDonald’s Spain as well as the ongoing commitment
had three objectives in public affairs and public relations: First, to
of the company to local producers and suppliers.
create awareness about the commitment of McDonald’s Spain to the Spanish agricultural and livestock sector. Second, to transmit the
The PR campaign took both a corporate and a social media
key messages: locally sourced, high-quality meat (from the Spanish
approach. The launch event with consumers and media was
region of Extremadura), enhance support for local beef with the
attended by 200 consumers selected through a previous Facebook
“100% beef from Extremadura” certification and reinforce
contest. The exclusive premiere took place in a restaurant in
consumer’s perception of quality food through the launch of a
Madrid. Cristina Pedroche, a local celebrity and TV presenter, was
premium hamburger. The third goal was to generate expectation and
the hostess. Social magazines and TV stations as well as marketing
awareness among consumers. So how did we do it?
magazines and others covered the event. Our social media approach was to concentrate on an influencer campaign. Six local
Before it went on sale in at McDonald’s in Spain, the hamburger was
influencers (celebrities, sportsmen and singers) were the
launched and presented in Extremadura, the Spanish region where
promoters. With the hashtag #Extremselfie they took a selfie with
the Grand Extrem meat comes from, for the product’s institutional
the hamburger and posted it with a text specially created for each
presentation. Patricia Abril, President of McDonald’s Spain, was the
of them by Ketchum, always following their very own style and the
host of this institutional event at a restaurant in the region. The event
usual tone of their messages.
was attended by the highest authorities: the president of Extremadura, regional minister of agriculture, mayor of Cáceres and
All in all, it was a very successful launch which established a good
other relevant local representatives. Franchises, suppliers and local
fan base for Grand Extrem in Spain! //
28 //
Let’s cook with Staatlich Fachingen
Let’s cook with Staatlich Fachingen How Ketchum Frankfurt invented an inspiring blogger event
A blogger event with the well-known food blog, HighFoodality.com
raiser. Staatlich Fachingen donated 10 euros to the organisation
resulted in 255 recipes for the new Staatlich Fachingen cookery
“Viva con Agua” for every recipe that was submitted. The bloggers’
book “Natürlich besser kochen”, third edition. The best 22 got a
outreach and feedback was outstanding and strengthened the
spot in the cookery book. The initiative was designed as a fund-
opinion formers’ loyalty to the brand vastly. //
reactions From the participants
“Wow, I am speechless but very happy to be part of the cookery book!“
“What a beautiful idea. Fachingen is one of my favourite waters. I used to live just around the corner from Fachingen. 200 recipes should not be a problem.”
www.mycookingloveaffair.de
“ I am so happy that my contribution made it into the cookery book.“
www. kochbuchfuermaxundmoritz. blogspot.com.es
www.schoenertagnoch. blogspot.de
“This is such a wonderful idea!!! I’ll start thinking about possible recipes right now! I am curious whether we can reach 200.”
“Great idea – it’s definitely worth investing a little bit of brainpower. I am very glad to support such a good cause.“
www.fashionandfood.de
www.changpuak.ch/ Rezepte/index.php
“Great event! 200 recipes should not be a problem!” www.kulinarisches wunderland.com
“Of course I am very happy about being chosen for the final selection round.” www.puhlskitchen.com
“Great idea! The name of the event is very well chosen.” www.widmatt.ch
// 29
Healthier lifestyle challenge How Ketchum Amsterdam started the kiwi fruit revolution
In order to make Dutch consumers aware of the kiwi fruits health benefits, Ketchum translated Zespri’s “14-day kiwi fruit challenge” for the Dutch market. As a first step, ten influential health and food bloggers were supplied with two kiwi fruits a day and invited to report on any health effects they experienced. The challenge resulted in over 65 content pieces and over 4,500 likes, comments and shares. We took this as a positive sign to roll out more promotions relating to our kiwi fruit challenge. Next, we supported the launch of a mobile app as well as the initiation of a healthy lunch for bloggers and journalists, showcasing the tasty dishes that can be made with kiwi fruit. Consumers were involved via a call-to-action event with the health-orientated magazine gezondNU. Our diverse activities and positive results raised awareness of how kiwi fruit can offer everyone a healthier lifestyle. //
30  //
Go Home on Time Day
Go Home on Time Day by Bisto gravy Ketchum London tapped into a real insight and a true challenge of modern times
A campaign created to highlight the importance of work-life balance and spending time with the family midweek resulted in over 164 media items reaching over 133 million people as well as engaging key influencers to tweet and post about the campaign. There were 1,395 mentions over the search period 31 August – 30 September 2012. Bisto, in cooperation with Working Families, sponsored the Go Home on Time Day (GHOTD) and encouraged families to leave work on time on 26 September and enjoy a family meal with Bisto. The campaign helped to reignite and build on the emotional connection that consumers already have with Bisto as well as creating notable outreach by media and key influencers. //
Beer tasting at ibis
Photo: ibis
beer tasting at ibis A case from Ketchum Brussels
An informal after-work get-together with journalists and bloggers as well as ibis representatives at the ibis hotel near Grand Place led to high-quality, high-quantity coverage in national and lifestyle publications and the trade press as well as on online news sites and social media. The successful event was attended by 46 journalists from key national media and offered an entertaining programme including fun beer tasting and sampling as well as giveaways for every journalist and blogger. In addition to this, a creative VIP press mailing was sent to 30 top journalists and bloggers while a press release was widely disseminated to lifestyle, trade and regional press and bloggers. //
// 31
32 //
Modern food brands need to be social Ketchum Europe’s Digital and Social Media Director Stephen Waddington, London, examines the importance of social media for food companies, and asks whether a brand can ever truly be social
Photo: Luke Chesser via unsplash.com
The story of media and organisational communication over the last
Stop posting nonsense on the internet
20 years is a shift from mass forms of communication to social
However, for the majority of organisations, social media programmes
forms of communication. Mainstream media, themselves a work in
have been bolted on to existing marketing and public relations
progress, are giving way to personal forms of media. These media
efforts, with mixed success. Some examples of ways that brands
are social and are created, shared and curated among communities.
are failing in their attempt to engage with their audiences: attempt to engage with their publics, or audiences.
Shift in organisational communication culture Brands need to shift from a corporate tone of voice to a human
• Airheads talk rubbish. They are most likely to ask daft questions,
voice, and replace formal command and control structures of
and have no interest in your response. A Facebook group called the
communication with informal frameworks and customer relationship
Condescending Corporate Brand Page celebrates examples.
management. Public relations is undergoing the single biggest upheaval of its 100-year history. It is no longer siloed as a communications function but must be part of every area of a business. What’s more, our business has the opportunity to become the
• Nutters are inane. They have no awareness of context or empathy. They are most likely to hijack a hashtag inappropriately. • Automated brands are wedded to content calendars and robotically push out content with limited engagement.
organisational conscience and operate at the highest levels of organisations. This is the shift to social business. Moving beyond
Tom Liacas has made a study of these different personas. He’s a
traditional media as a proxy to build influence to direct relationships
provocative thinker whose blog I thoroughly recommend.
with publics – or audiences to use marketing parlance – will be critical to future success.
Bravery required Modern forms of media are social. Networks form through
There are early signs that this is starting to happen. Asda, IBM, O2
communities of interest, and food is a key area. They occur via blogs
and P&G, amongst others, are notable examples of organisations
or networks such as Facebook, Pinterest or Twitter, spearheaded by
that have set out on this journey.
an individual or small motivated group.
Food contacts
// 33
contacts Global Practice Linda Eatherton, Partner/Director, Global, Food and Nutrition Practice, USA (Chicago) linda.eatherton@ketchum.com // +1-131-222-8691 European contacts Austria (Vienna) Pepita Adelmann, Senior Consultant pepita.adelmann@ketchum-publico.at // +43-171786-108 Belgium (Brussels) Hilde Ransschaert, Account Director hilde.ransschaert@ketchum.com // At Ketchum we believe there is a large population of influential
+32-2550-0055
consumers who are leading the public debate about how food is
France (Paris)
produced and marketed, and they are determined to bring about change.
Christelle Lepiètre, Senior Account Executive christelle.lepietre@ketchum.fr //
We call them the Food eVangelists, a segment of the population on
+33-333-315332-5535
a mission to change others’ beliefs, opinions and purchase decisions
Germany (all offices)
when it comes to food. These intensely passionate and engaged
Natalie Haut, Managing Partner
consumers are affecting the marketplace in powerful ways. The
natalie.haut@ketchumpleon.com //
challenge for brands is how organisations and brands fit into this
+49-69-24286-126
mix. They need to be relevant but also communicate in a human way,
For information about Brandzeichen,
and they have no option but to engage with Food e-Vangelists.
a Ketchum company, please contact Lena Stemplewitz, Office Director Hamburg
A model for the motivation of human relationships was described by
lena.stemplewitz@brandzeichen-pr.de //
Abraham Maslow in a paper called “A Theory of Human Motivation”
+49-40-4133019-17
in “Psychological Review” in 1943. The psychologist identified
Italy (Milan)
human motivation on a scale encompassing physiological drivers,
Alessandra De Martino, Business Director
safety, belongingness and love, esteem, self-actualisation and self-
alessandra.demartino@ketchum.com // +39-02-62411-953
transcendence.
Netherlands (Amsterdam)
Can a brand ever truly be social? Of course it can.
tim.deboer@ketchum.com // +31-20-487-4000
order need. This fits well in the food category. It’s a necessity to
maria.losyukova@ketchum.com //
human life, and a means of improving self-esteem and, via cooking,
+7-495-664-2888-205
Brands building relationships with publics, or audiences, via social media need to root their purpose as firmly as possible in a lower
achieving self-actualisation. Can a brand ever truly be social? Of course it can.
Tim de Boer, CEO, Ketchum Amsterdam Russia (Moscow) Maria Losyukova, Account Director
Spain (Madrid) Ana Gonzalez, Associate Director ana.gonzalez@ketchum.com //
Social media provides us with an incredible opportunity to engage with publics, or audiences, directly. But it’s an intrinsically human form of communication that requires empathy and humility.
+34-349-1788-3203 UK (London) Kate Hopper, Practice Director kate.hopper@ketchum.com // +44-20-7611-3713
Organisations need to be brave in adapting their communication. //
34 //
European hotspots
Photos: BAK (left), The Restaurant (right)
european hotspots Hotspots selected by our offices around Europe
BAK “Tree house on fire”, Amsterdam
A restaurant called BAK is one of the newest hotspots in Amsterdam. This pop-up restaurant is run by three passionate young guys. The local newspaper, “Het Parool”, described it as a “tree house on fire!” –a description that we think is absolutely spot on. BAK is located in the loft of an old warehouse overlooking Amsterdam harbour. You are situated in cosy, wooden surroundings with large windows and an amazing view. The menu changes every week, and their Facebook page carries descriptions of the ingredients you can expect. The concept is simple: four-, five- and six-course lunches and dinner, mainly prepared with fresh, local and seasonal vegetables, and a small piece of perfectly cooked fish or meat. This place is one of the Dutch must-eat hotspots for 2014! www.bakrestaurant.nl
The Restaurant A personal trip around the world, Brussels
The menu of The Restaurant is more than a list of dishes – it is a trip around the world and into the gastronomic universe. By inviting three international guest chefs to propose their interpretations of the same nine basic ingredients, Pierre Balthazar has composed a menu that offers a variety of dishes showcasing the authenticity and originality of the chefs’ different personalities and backgrounds. When we were there we could choose whether we wanted our asparagus the French, Thai or Italian way. Or we could go for scallops – difficult to choose … We tried the Thai way. The Restaurant is part of The Hotel – where Barack Obama stays when he is in Brussels. It is also conveniently close to the best shops. www.newplacestobe.com/region/brussels/new-the-hotel-brussel
European hotspots
// 35
Photos: Markthalle Neun by Jana Galinowski for foodfunk.de
Markthalle Neun The new Berghain, Berlin
Carte Blanche Special dining without a menu, Frankfurt
Street Food Thursday is an enormous feast of eclectic food from around the globe located in Markthalle Neun, an unrenovated market hall that’s been around for 120 years in Berlin-Kreuzberg. It is certainly one of the most popular weekly culinary events, and also part of a trend: nowadays, food is almost as important as partying in Berlin :-) www.markthalleneun.de
and Facebook page. From there, it’s all about personal culinary wishes. This concept allows the customer to be utterly surprised by the result of their order. “I have cooked in Switzerland for several years, hence there are certainly influences from French cuisine, says Ziese. At the same time, he also likes to take influences from Mediterranean, Asian and local dishes, opening up a wide array of
Since end of August, Frankfurt’s gastronomic scene has got a new
potential ideas. “In my restaurant I want every social class to feel
venue: Carte blanche has opened its doors in the Nordend district.
comfortable and have them sitting next to each other, he states.
A new restaurant is always interesting, but this one is something
“From a Wiener schnitzel to a seven-course menu, we will offer all
different. Head chef Sebastian Ziese, previously souschef at the
kinds of creations.” To ensure his customers are satisfied, Ziese
Goldman Restaurant, works without menus and asks his customers
prepares the food in the same room where the guests are seated.
what they fancy to eat. Sebastian Ziese describes his concept:
By doing so, even sudden changes in orders or last-minute requests
“Actually, the food is à la carte – only without a menu.” Naturally,
are possible. His vision is to establish a restaurant he himself would
there is a dish of the day, but beyond that chef and owner Ziese
want to visit. Or as he puts it: “Casual fine dining with lots of fun”.
does not want to promote any specific dishes. Instead of handing
www.carteblanche-ffm.de
out a menu he visits every table himself and talks to every customer about their respective dinner. To aid his customers heuploads photos of his daily purchases to his restaurant’s website
Januar 2015
Get in touch Twitter: @KetchumPR
Ketchum Pleon GmbH WindmĂźhlstraĂ&#x;e 1 60329 Frankfurt Concept and realisation: Natalie Haut, Managing Partner, Frankfurt
Facebook: www.facebook.com/ketchum Website: www.ketchum.com/nb/food-nutrition
Layout and illustrations: Business Development Germany Yasmine Cordes
Blog: http://appetite.ketchum.com Blog Germany: www.foodfunk.de
Final artwork and production: Ramona Bornhoff