Recipes in the Digital Age A Key Ingredient for the Food & Beverage Marketing Mix
The Relevance of Recipes Today Interest in Recipes
Budget-savvy Americans are preparing more meals at home these days and they are hungry for help and ideas. For example, half of all Millennials use recipes at least once a week, according to a recent NPD Group report, Recipes are Cooking.
by the #s
Our research shows that Americans, and especially moms, say they want two things above all from brands: deals and recipes. In our view, deals are practically mandatory, but recipes are the best way for brands and ingredients to build a long-term relationship with consumers. Good recipes get enjoyed, passed around, and served to family and friends. In fact, we see recipes as the original viral content. They can potentially live for years in a mom’s mealtime repertoire, and every consumption occasion could translate to sales.
40%
of all consumers learn about food via websites, apps or blogs
59%
of online moms said they had searched for recipes or food preparation tips on the web or via social media while preparing a meal in the last thirty days
The MSLGROUP North America Food & Beverage team is eager to partner with you to help makeover your food or beverage brand’s image, increase media placements and social media traffic/engagement, and build more demand for your product – with the help of recipes!
Clicks & Cravings: The Impact of Social Technology on Food Culture, a joint study by MSLGROUP North America and The Hartman Group
In-House Recipe Development Services We create and promote recipes for products and ingredients, making them more relevant to today’s consumers. Services include: • Recipe development (including cocktails/mixology) • Recipe testing • Recipe makeovers for better nutrition • Tracking food and beverage trends • Menu prototyping • Recipe photography & video
NORTH AMERICA
Food & Beverage Specialty
Our in-house Culinary & Nutrition Center includes a digitally-equipped test kitchen, as well as two Registered Dietitians on staff.
Recipe Promotion and Opportunities for Brands Recipes promote engagement and consumption so that food and beverage companies can connect with consumers on a sensory level, which in turn drives business through trial and repeat sales. • Recipe cards
• E-newsletters
• Recipe books
• Cookbooks
• Online recipe placement
• Recipe contests
• Sponsored recipes on recipe sites
• Recipe videos & live casting
• Recipe placement on social media sites
• Celebrity chef engagement
• Events highlighting recipes
• Health professional outreach
• Media placements of recipes
Client Examples We have taken products and ingredients such as sliced bread, kiwifruit, tequila and canned pumpkin and made them versatile and usable for consumers in a variety of recipes – and in a visually compelling way!
the health benefits quick tips simple nutritious recipes
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ZESPRI® Kiwifruit Mixology Wheel A foodie paring chart for consumers, media and mixologists
NORTH AMERICA
Food & Beverage Specialty
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Joy of Soy Recipe Book
Roman Meal Bread Recipes
A free resource for consumers and nutrition influencers
Healthy recipes for social media, web and contest content
Client Examples
Cranberry Marketing Committee Mixology Guide
Patrón Secret Dining Society Events
A visually stunning booklet of cranberry cocktails for consumers and media
Posh media & blogger events featuring chef-created Patrón cocktails
About MSLGROUP North America: Food & Beverage A category leader, the Food & Beverage team of MSLGROUP North America is devoted to creating economic value for the nation’s food and beverage industry. It houses our Culinary & Nutrition Center and operates in offices throughout North America representing leading food and beverage brands.
Carnation Evaporated Milk From soups to fudge, this guide of delicious recipes shows why this simple ingredient is a cooking essential
Steve Bryant Director, Food & Beverage, MSLGROUP North America o: 206.270.4664 m: 206.313.1588 steve.bryant@mslgroup.com
Stephanie Ries Business Development Manager o: 206.270.4522 stephanie.ries@mslgroup.com
NORTH AMERICA
Food & Beverage Specialty