A one-size-fits-all marketing approach is often not effective for something as personal as food. By focusing on a specific audience, a brand can offer unique products and experiences for that specific audience. So, it’s better to have a brand that fits perfectly with a small target group rather than one that fits a little bit with everyone.
By choosing the audience with the highest potential and targeting only that audience (using a targeted media mix and message), you can use your resources most effectively and efficiently. And by understanding the specific characteristics and interests of a particular segment, brands can develop effective campaigns and successful products that better resonate with that audience.
The Food Profiles model was developed together with Food Cabinet, creative agency for good food. The six Food Profiles give marketers, brand managers and food entrepreneurs insight into relevant target groups to determine which of these are most relevant to their product or organization.
The model is a classification of consumers based on differences in attitudes toward six themes: sustainability, enjoyment, convenience, affordability, trendiness and health.
Our Food Profiles allow you to choose the most promising consumer segments and tailor your marketing and media approach to the needs, desires and behaviors of this persona.
Because we already know what kind of messages resonate with each Food Profile, it’s easier to develope effective communication. And because we know what the different persona’s want in food products, generating innovation ideas or concepts is a smooth ride.
Food Profiles Deep Dive
Have you chosen one or more profiles you want to focus on? Then we can help you find out more about these group(s) with a deepdive. We engage with them and learn how they specifically think about your product or category, the brands in that category and which product or category-specific communication they are sensitive to.
Get to know your customers
Want to know which Food Profiles make up your existing customer base? We will find out for you. We do this by having as many customers as possible fill in a short questionnaire. We can then classify each customer in one of the profiles. And you can gear your marketing to the right profile.
We love to tell you more, so feel free to contact us for more information or fill in the form at the bottom of the page.
The Hague Tech - Wilhelmina van Pruisenweg 35 - 2595AN - The Hague
(+31) (0)70 2042314 - Info@futureoffood.institute
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