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Is Your Brand Cookin' or What?

According to a story in Supermarket News, Supervalu's executive Chairman of the Board recently told attendees of and International Supermarket Trade Seminar and Expo that his research shows that Gen X & Y shoppers would like to cook from scratch more, but don't know how. His idea is that supermarkets can cash in on the trend by becoming their go-to resource for cooking skills and culinary advice.

Perhaps a few will take his advice and start working on recipes books of their own. The smart ones however, will rely on their favorite brands to do it for them. In other words, it's a good time to be The Cooking Authority in your category. Here are three tips that will start you on your way:

Create a library of recipes that makes sense. Make sure your recipes are as strategic as any of your marketing materials. Recipes create concrete uses that consumers will come back to time and time again if they are satisfied with the results. In other words, a naturally raised antibiotic free poultry company like Kosher Valley would be wise to consider recipes that are slightly healthier than a conventional counterpart.
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Generate a fool proof method of cooking your product. I've always thought that wheat berries and other grains would soar in popularity if people just knew how to cook with them. Consider creating collateral materials with step by step methods of cooking and storing your product that supermarkets can circulate. Of course, you are extremely familiar with your products attributes, but it's safest to assume consumers know nothing.

Brand everything you write. Make sure you get credit for doing your homework. Have a brand that consistently stands out visually on everything you circulate so consumers know where to go when they're hungry for more.

Is Your Brand Cookin' or What? posted by Meryl on June 9, 2009 @ 8:51 AM
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Filed under: Strategy

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