These Food Profiles offer a ready-to-use framework that allow food marketers to easily pinpoint which group to target, with each profile reflecting unique attitudes towards key themes such as sustainability, health, trends, convenience, familiarity, affordability, and quality. In a crowded food market, aligning with the right consumer audience can be the difference between resonance and rejection, which is why having a food-specific framework rooted in real consumer values is so important.
So, what drives your audience? What values guide their food choices?
When food brands take the time to understand this, it leads to sharper strategies, stronger campaigns, and more relevant messaging. That’s exactly what our Food Profiles are designed to deliver, removing the need for companies to invest time and resources into building their own segmentation models from scratch.
If you’re wondering where to start, consider booking a discovery workshop or exploring how your current brand positioning aligns with one of our Food Profiles. It’s a practical step towards ensuring your marketing speaks to the right audience with the right message.
Targeting the Experimental Home Chefs Food Profile, Group One produced a campaign focused on quality and culinary exploration, captured by the brand name of Baiyō Niku which is Japanese for “cultured meat” and evokes the chic and premium allure of wagyu.
The group identified their ideal target customer profile as someone who is financially comfortable, enjoys socialising with family and friends, and has a passion for experimental cooking. However, they also acknowledged the need to address potential concerns about trust, transparency, and the price of cultured meat to ensure consumer acceptance of a new and relatively unfamiliar product. To do this, Group One understood that a marketing campaign must heighten awareness regarding the production process, benefits, and safety of cultured meat, suggesting that the use of celebrity chefs in advertisements, alongside building a strong social media presence, could work as effective marketing strategies.
When envisioning an Instagram feed, the premium quality of the product was emphasised by subtle cues such as using a dark colour pallet, minimalist and sleek typography, and stylised photography; all of which evoke connotations of elegance, refined taste, sensory appeal, sophistication and the aesthetic of high-end food magazines. Altogether, the campaign positioned Baiyō Niku as an innovative, premium culinary experience designed to appeal to adventurous home cooks that seek both quality and inspiration in their food choices.
Group Two were assigned the Conscious Front Runners Food Profile: a group who prioritise the environment, ethical sourcing, and health in their food choices. Considering these factors, they created a product called Clean Meat.
The use of the colour green in their logo emphasised the sustainability of their product, whilst the name of the brand itself was a clear and effective way to convey the product as morally, nutritionally, and environmentally “clean”. Their simple slogan “geen dier, wel plezier” (no animals, just pleasure) further reinforced this message, highlighting that the product makes the enjoyment of eating meat possible without the ethical compromise associated with traditional meat options.
This message was brought to life through a warm and relatable campaign featuring a Facebook post of a family dining outdoors in harmony with animals and a caption that placed the onus on the consumer to be a difference maker themselves. This type of post paints a future where animal welfare and meat enjoyment can coexist, made possible through the agency of the consumer to make ethical choices. Additionally, the group included a clear infographic showing a side-by-side comparison between traditional meat and Clean Meat, using facts to illustrate the benefits of choosing their product. Overall, the campaign positioned Clean Meat as a thoughtful and ethically driven choice, aligning closely with the values that guide the decisions of Conscious Front Runners.
We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.
We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.
