McDonald's, Chobani and Facebook on Social Food Cues (and Szechuan Sauce)
Posted in: Uncategorized
Will Post got up on Tuesday morning and made his wife breakfast for their seventh anniversary. How do we know this? He posted step-by-step images of the meal, including a heart-shaped egg nestled in a piece of toast and a green smoothie, on Instagram Stories.
This might just be considered part of his job. The aptly named Post is Facebook’s consumer packaged goods industry manager. But as millions of people share photos of home-cooked meals, new flavors and items they spot in grocery stores and restaurant orders across social-media platforms, brands are trying to stay relevant in the always-a-photo-opp world. Packaging gets bolder, including stand-up bags that are easier to photograph. Hashtags are included in ads and on wrappers to suggest sharing. And restaurants work on perfecting lighting and decor so fans’ #foodporn shots (there are more than 137.5 million on Instagram alone) look just right.
People buy what they see, know and trust, and 28 percent of people use Facebook or Instagram when grocery shopping, Post said Tuesday at Facebook’s first Food for Thought event, held in Chicago. Speakers from the social service, along with McDonald’s and Chobani, addressed attendees including media, social and creative agencies and brand managers hungry for more details on how mobile technology and social media are playing increasingly important roles in the food industry.
Post a Comment