KETCHUM’S TASTING NOTES Trends and communication No. 1 / 2015 Inspired by Food
Apr 07, 2016
Ketchum’s tasting notes
Trends and communication No. 1 / 2015
Inspired by Food
2 //
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editorialdear friends and fans of food,
For over 60 years, Ketchum has proudly been dedicating time, talent
and resources to supporting companies, brands and businesses in
the food and agricultural sector. one of the many advantages of
having so many people in our network who follow food trends and
work with these firms is the ability to share, collaborate and
coordinate our in-depth local knowledge with each other and local
experts to identify emerging insights for our clients.
our new magazine inspired by Food captures some of the topics our
colleagues in europe have been sharing and discussing with food
and agricultural leaders in the region. We would like to share this
food for thought with you and invite you to enjoy the perspectives
presented in this issue. We would welcome your thoughts on these
and other topics. Just email [email protected].
linda eatherton
Partner/director, global, Food & nutrition Practice
Ketchum chicago
4 // in this issue
Ketchum’s tasting notes: in this issue Yummy. Food trends. let’s talk about food
10 12
22
Fancy burgers in Moscow, a street devoted to food in Paris,
and the return of eating at home in Hamburg – we take a look
at the trending topics in terms of food and beverages.
Promote vs. protect: why global
integration is a two-way street.
A talk with … Mag. Hanni
Rützler on food trends.
European trends: What’s up in
our capitals in terms of food?
68
10–18
Communication in the food and beverage sector is a specific
yet extremely inspiring and creative challenge. In this section,
our authors and interviewers share some of their insights.
Our glocal grocery store: how creativity and
collaboration define our work.
Food meets creativity: a look at our creative work.
Don’t get burnt: crisis communication.
Interview: the food blogger – the new journalist,
critic and partner.
Interview: Mr Launch – how to launch a new
product on the European market.
EU food policy: time for a rethink.
192021222426
A taste of summer from our Amsterdam office: Sweet Eve’s success story.
U.S. whiskey is making a comeback, forecasts Natalie Haut from our Frankfurt office. Slainte!
Uwe Spitzmüller from HighFoodality.com explains how to work with bloggers
in this issue // 5
how they did it: cases digital outlook
meet the foodies
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Examples of our work from all over Europe. From a creative
nutrition challenge to an innovative promotion, a classy road
trip or a family-focused activating campaign – have a look.
Grand Extrem: an institutional approach.
By Ketchum Madrid.
Let’s cook with Staatlich Fachingen.
By Ketchum Pleon Frankfurt.
Healthier lifestyle challenge.
By Ketchum Amsterdam.
Go Home on Time Day.
By Ketchum London.
Beer tasting at ibis.
By Ketchum Brussels.
An article about the importance of social media for
food companies and whether a brand can ever truly
be social. (We say: yes!)
Find a foodie at one of our European offices.
hotspots
Brussels, Amsterdam, Frankfurt or Berlin? Our local
food teams introduce their favourite hotspots.
27282930
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3431
Take the kiwi fruit challenge. A case from our colleagues in Amsterdam.
Time to go home – to have dinner with your family! A truly inspiring case from London.
Can my chocolate bar be social? Yes it can –
and it should, says our European Digital and Social Media Director Stephen Waddington.
6 //
Promote vs. ProtectLinda Eatherton, Partner/Director, Global, Food & Nutrition Practice, Ketchum Chicago, explains why global integration is a two-way street
For decades, we have collectively praised the notion of global integration
but few have achieved nirvana where all activities are seamlessly
threaded without borders or boundaries. there are many reasons why
this doesn‘t happen. i would offer that in the food and beverage industry
it shouldn‘t happen. rather, we should take a different strategic approach.
i‘m going to state the obvious here. the food and beverage sector is
still very much focused on local brands that speak to varying cultures
and lifestyles – and rightly so. Building relevant market strategies to
promote brands requires exceptional insights about local mindsets,
behaviours and trends. the marketing tools and tactics that resonate
in one area may well fail in another.
What is less obvious – and may even seem counter-intuitive to local
brand-building best practices – is the necessity of taking a global
approach to issues and crisis management. situations affecting
brands and business rarely start in or stay contained to a geography.
the majority of issues impacting the industry today are a set of
common negative forces affecting nearly every brand and corporation
in every market in the world. they may play out to varying degrees in
each market but they are typically the same core issues.
these issues are fuelled by a shift in power to the people enabled by
democratised social and digital platforms, which have removed the
ability to control, isolate and starve out simmering issues and activists.
in an instant, like-minded consumers can aggregate and agitate for
change online. Who are these people? and can they be reached?
our Ketchum Food 2020 global research identified a new consumer
influencer segment we have dubbed the Food e-vangelist. they are
Phot
o: v
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// 7 Promote vs. protect
self-appointed agents of change who are neither activists nor
affiliated with groups or each other. they view themselves as serving
a higher purpose to warn and protect others from food-related risk
by way of sharing and questioning the status quo. they are not the
extreme, small percentage of the population that can never be
reached or satisfied. to the contrary, our research shows Food
evangelists are and can be the moveable middle on many issues.
What’s more, data shows that they exist in every country, and we
have learned that the drumbeat heard around the world from Food
e-vangelists is remarkably similar and consistent. conversely, we
know that if dismissed or dissatisfied they will congregate and
collectively agitate for change on a massive and public scale.
the borderless and fluid ability of these groups to ignite and fuel
escalation is expanding exponentially. command and control
strategies no longer work. in fact, we‘ve seen evidence that they
actually backfire, accelerating the issue. the drain on local resources
to fight each brush fire is overwhelming and, frankly, this approach
is ineffective.
in any business, there is a time to sell and a time to tell. there are
also very different strategies for promoting versus protecting your
brands and business and confusing or integrating the two can have
serious negative consequences. Waiting until you see fires burning
can be even worse. concerned Food e-vangelists are continually
urging everyday consumers to pay attention and take action.
Bonfires become a raging forest firestorm all too quickly.
at Ketchum, we advocate building a two-way approach to global
communications in the food industry. Promoting from the inside
out locally in parallel with Protecting from the outside in regionally
and globally is the new paradigm. By adopting relationship-building,
reputation-enhancing communication initiatives between Food
e-vangelists who share common concerns and expectations, it is
possible to build a base of support, and
acceptance that will surround,
strengthen and shield local marketing
strategies. a skilled firm that is
steeped in food and agricultural work
should have separate teams working
on these two paths at all times -- one
regionally focused on protecting while
the other is locally focused on
promoting. it is crucial they be aligned
but each requires deliberately different
messages, channels and strategies.
We’ve all seen that bad things happen to good people – and to good
brands. When a crisis hits that disrupts business or threatens the
brand materially, you need a plan, a protocol and a firm that can
instantly mobilise and align across multiple borders. our global crisis
team runs simulations on a regular basis to ensure our clients are
prepared from the inside out. Broad-reaching technologies like our
mobile crisis app called mobile repProtect allow our clients to have
their crisis plans available to them
instantly via their smartphones as well
as to instantly contact the main crisis
manager on breaking situations via
email or a phone call within the app.
this technology allows all our necessary
parties within Ketchum and the client
organisation to quickly activate across
the world.
global integration is and will remain an
important aspect of business. But, at
Ketchum, we believe the food industry
requires global and regional reputation-building and crisis man-
agement infrastructures that align and work in parallel with local
marketing programmes. Protecting and promoting is, we believe,
a two-way street. //
8 // a talk with …
Ms Rützler, in your current food report you describe information
as a product and communication as the new market place of
the food industry. How should food companies and food makers
handle this new consumer power?
consumers are an anonymous crowd that we would like to be more
mainstream. instead, the group is becoming even more differentiated
and complex. this development needs to be taken seriously by food
companies and producers – they need to interact with their
consumers on an equal footing in order to attract their attention.
companies need to consider the new needs of consumers more
intensively, which can be a big challenge.
in order to develop, companies need to find out who they are and
what it is they stand for. to be credible, they need a clear strategy
and a holistic approach. only that way will they be able to strengthen
their quality credentials, which is the most important future success
criterion from my point of view.
We are currently seeing a trend of companies trying to collaborate
with bloggers. this particular group is very critical and knows exactly
what companies are trying to achieve – this calls for even more
transparent and open communication.
You say that consumers increasingly want more information
and transparency; this indicates that they are developing into
experts themselves. Which role will doctors, dieticians and
nutritionists play as vertical knowledge distribution turns into
horizontal knowledge sharing?
generally, industry experts are very important – also for political
decision making too. they are crucial stakeholders, advisers and
opinion leaders for government guidelines and political decisions.
But due to their expertise it’s not easy to win them for any cause.
this expert group of people develop strong opinions, which is why
talking to them is both important and sensible, just to be top of mind.
a talK With …Interview with Mag. Hanni Rützler, renowned nutrition expert and food trend researcher, conducted by Pepita Adelmann, Vienna, and Natalie Haut, Frankfurt.
Phot
o: h
anni
rüt
zler
// 9 a talk with …
additionally, media and advertising play big roles. even though these
are sometimes given too much credit, as there are not many
professional trade journalists around and products are often
portrayed wrongly, they are important influencers.
retailers and producers need to see themselves as a part of the
system – it’s all about credibility. unfortunately, some of this has been
lost through scandals and media discussions. even more importantly,
they need to conduct open conversations with all players.
At the moment, we are experiencing a market of high-quality
foods that cater for the individual needs of their consumers.
Additionally, small-shop strategies and special retail concepts
offering curated food are growing. Can the market keep up with
these trends or will the food industry as we know it today not
exist in 20 years?
From my point of view, most of these new concepts have great
potential. small corner shops and stores are gaining in popularity,
whilst supermarkets are not associated with pleasurable shopping
experiences any more.
massive product variety and long, plain aisles evoke stress
nowadays, rather than suggesting choice. multiple reward systems
turn us into bargain hunters with price being the only benchmark.
You might as well buy online if this is the only criterion. most
supermarkets resemble warehouses with products stacked in
groups, but this is not what we need any more. cooking and
shopping are not what they used to be: the housewife that needs to
cook for six children three times a day is vanishing. cooking is fun,
not a planned activity; shopping and storing habits have changed.
For example an average fridge in a one-person household contains
about eight products.
the industry is slowly adapting and recognising the change. You can
see a certain nervousness rising amongst the big players and there
is a lot of discussion about the future. in the u.s., for example,
change is already happening: big malls are being turned into urban
gardening concepts. many retail chains are starting to push into the
gastronomy sector to promote third-place settings. cooking, eating,
shopping – all-in-one concepts with flowing transitions are the
future. and packaging is also a big, contentious topic for the future –
so yes, change is definitely happening.
In your report, you split consumers into six groups ranging from
“eat their fillers” to “core food culturists”. Their needs and behavi-
ours are diverse. Does the industry need to focus more on these
individual consumer groups?
no, this is not a framework that targeted products can be created
for. age, sex and profession don’t help us to understand people’s
eating habits; it’s more a matter of lifestyle. this categorisation
shows how consumers deal with food-consciously or not. depending
on their involvement, the industry can promote topics and in that
way target and start conversations with certain groups. companies
should only get involved in issues that match their competence
though. if the trend is not suitable for your product, leave it.
otherwise you will just become inauthentic. companies need to
remember to focus on their core competences.
Does the “soft health” trend provide any new opportunities for
the industry?
i think this is one of the most exciting and challenging trends for the
food industry. health and fitness are on everyone’s agenda, but you
can only make it work if it is made suitable for everyday use. “soft
health” provides easily applicable solutions: they are state of the art,
not too fatty and not too sweet so you can still indulge. Frozen yogurt
is a good example of how the food industry has made use of the
trend: healthier icecream made fashionable.
“soft health” concepts have put “forbidden” things back on the
menu: chocolate, icecream, etc. new healthier flavours and recipes
allow conscious consumers to indulge healthily without having to go
without. We will definitely see more of this in the near future.
The online platform www.mealsharing.com gets people together
to eat and share home-made dishes. Do you think that this
could be an ongoing trend as the number of one-person house-
holds increases?
Yes, there are many exciting new third-place concepts around at the
moment; meal sharing is one of them. resulting from sustainable or
social considerations, this trend will become even bigger alongside
other new ways of eating out: hidden kitchens or pop-up restaurants
are all part of this exciting evolution of cooking. the topic of cooking
will always be around and it is currently redefining itself – that’s a
good thing which should be supported. //
10 //
Sweet summer recipe for next seasonA super-quick, healthy and fresh summer salad!
What do you need?• 100 grams black quinoa• 400 grams Sweet Eve strawberries• 2 handfuls watercress• 40 grams pecans• 100 grams feta cheese• Olive oil• Beet vinegar• Salt and pepper
How do you prepare this dish?Cook the quinoa according to the instructions on the packet. Set aside to cool. Hull and halve the strawber-ries. Wash the watercress. Mix the quinoa, the straw-berries and the watercress together. Roast the pecans in a dry frying pan until golden. Crumble the feta cheese over the salad. Make a dressing with olive oil and beet vinegar, adding salt and pepper to taste. Then it’s ready to serve!
The trend: fulfilling food
For consumers in the netherlands, food is becoming more and more
important – not just as a basic necessity but as a source of vitality,
health and beauty. consumers don’t buy food just to fill their
stomachs; nowadays, they really want food to benefit them physically
and mentally. consumers are increasingly looking for fresh, pure and
high-quality products, and they’re willing to pay a bit extra for them.
superfoods, green smoothies and raw products are becoming more
and more popular due to this trend. the dutch were eating
themselves strong, healthy and beautiful this summer!
Sweet Eve: a breakthrough strawberry
one of the seasonal products that really keys into this trend is sweet
eve, a branded strawberry. each strawberry is locally produced by
one of only three farmers who have been screened and selected.
this makes sweet eve a strong brand that is easily recognisable in
the supermarket and something which promises guaranteed quality.
unlike other strawberries, it is produced with flavour as the number
one priority to make sure the sweetness of the fruit eliminates the
consumer’s craving for sugar.
A Dutch food trend watcher‘s thoughts on Sweet Eve
“nowadays, people are more and more aware about what they eat.
earlier, people wanted to eat as much as they could for as little as
possible. this is changing. People are choosing quality products and
are starting to value the taste and origin of the product more every
day. For many people, good taste is about the level of sweetness in
combination with a nice smell. this is why the full, sweet taste of
sweet eve is a revolution for the humble strawberry. it makes you
realise: this is what a strawberry should taste like!” //
a dutch taste oF summer: sWeet eveTasted by Kim Zoon, Isabel Boerdam and Anja Verheij, Ketchum Amsterdam
// 11
For many years, moscow has been one of the ten most expensive
cities to live in. it has also been rather notoriously associated with all
of the excessive bling-bling the world can offer. no wonder fancy
fast food was quick to catch on in russia’s capital. american chef
and popular restaurateur isaac correa started moscow’s luxury
burger hype in 2011 by opening corner Burger – a new York-themed
restaurant that was the first to specialise only in freshly made
burgers of all types and sizes. With prices ranging from 10 to 15 euros
for a burger and fries/salad it was definitely not the most expensive
place to eat in moscow, but it did start a popular food trend. more
importantly, it also legitimised fast food as something that didn’t
have to be sold at food stands, cheap chain restaurants and diners.
alexandr Zalleski, co-owner of the trendy Burger Brothers café,
explains moscow’s burger trend: ”in my opinion, burgers are the
food of the century. they’re something that everyone understands.
customers know what to expect when ordering one, it’s a bun with
meat and extras. But what’s much more important here and now is
quality. there’s a whole new category of people who keep asking
themselves the question – what am i eating? But they still want a
burger! so when we opened up the Burger Brothers, we set out to
find the best ingredients, and that’s exactly what we did.” that
basically sums up the first and main difference which turns regular
fast food into fancy stuff. You pay extra for the quality – fresh meat,
the best vegetables and no frozen semi-finished products. and it’s
not just about burgers. meatballs, noodles, falafel, shawarma, fish
and chips – an international mix of fast food has migrated from
street stalls to the menus of moscow’s fanciest restaurants.
meanwhile, wonderfully designed interiors help ease our guilty
consciences about the amount of fat and carbohydrate that is
impeccably served on a state-of-the-art porcelain plate.
here’s a quick guide to the fast food pleasures moscow’s high-end
restaurants have to offer: meatballs in cowberry sauce (16 euros) are
on the menu at orange 3, a new and very trendy scandinavian
restaurant opened by one of moscow’s most famous haute cuisine
restaurateurs – andrey dellos. another veteran of moscow’s F&B
business, arkady novikov, has fast food items in most of his very
expensive and fashionable venues. Fish and chips (17 euros) and
mini-chiburekki with crab meat for 13 euros are served at the hip
chips bar (chiburekki is a type of deep-fried pasty stuffed with
minced or chopped meat and onions made in tajikistan). You can try
a turkey pitta with vegetables and yogurt dressing for 11 euros at
novikov’s For People by People. the trendy ugolek restaurant run by
everybody’s favourite italian muscovite, uilliam lamberti, serves a
child-size portion of salmon bagel with artichokes for 12 euros, but of
course uilliam does it so elegantly, you’ll never feel robbed.
although fancy fast food is a pleasure based on a hedonist philosophy,
the cost is far from modest. Prices may not seem so high at first
glance, but you have to keep in mind all of the extras that are hidden in
restaurant dining. the starters, drinks, coffee and desserts add up –
often to an impressive 60–80 euros per person for a meal. only time
will tell whether fine fast food is a new trend in haute cuisine
simplification or just a passing fad. What is clear though is that moscow
has all sorts of adventures in store for picky food connoisseurs. //
FancY Fast FoodMaria Losyukova, Moscow
toast with poached egg and hollandaise sauce topped with savoy pâté,
citrus confiture and jalapeño.
Picture: the Burger Brothers.
From: www.facebook.com/theBurgerBrothers
12 //
Whiskey is certainly not the same as whisky. Bourbon, blended
whisky or malt – connoisseurs are offered a large choice of whiskies
which is as varied as the places in which they are distilled. For years,
scottish single malt whisky, written without the “e”, has been the
blueprint for good taste.
Produced only from malted barley, yeast and pure water, whisky fans
of all ages travel miles to visit the countless small distilleries in
scotland and to experience the variety of different whisky-producing
regions, and the unique characteristics of their spirits.
speyside is known for its mild and smooth whiskies, including some
of the most famous in the world. the whiskies of the highlands are
richer and full-bodied due to highland peat. malts from the orkney
islands, home to the most northerly distillery in scotland, offer
smoky, but truly mild flavours. the peatiest malts come from the
island of islay. its rough maritime climate, smooth water and
abundance of peat create whiskies with an intense flavour – which
are renowned among whisky-lovers.
the american bourbons have been ignored by european whisky fans
for a long time and were written off as an old man’s drink at the end of
the 1960s. the current bourbon boom in europe shows that two
wrongs don’t make a right. Kentucky is still the heart of american
whiskey production. hot summers and cold winters create an excellent
maturation process and an intense whiskey flavour. For a whiskey to
be called a straight bourbon, it must be produced in the u.s. from at
least 51 per cent corn, it needs to mature for at least two years in new,
charred casks made from white oak, and it must be bottled at 80 proof
or more. lately, straight ryes have been trending among whiskey
producers. these must be distilled to match the same specifications as
bourbon, but instead of corn, they are made of 51 per cent rye.
incredible as it may seem, bourbon has made its way to europe via
Japan. When young Japanese consumers were looking for an
alternative to the scottish malts their fathers loved at the end of the
1980s, they came across high-quality whiskeys from the u.s., allowing
them to set themselves apart from their fathers’ generation.
meanwhile, american distilleries have gone for premium quality
with superior spirits like small-batch bourbons or single-barrel
bourbons made by established distillers. one effect of the quality
trend is a growing number of so-called microdistilleries. these are
specialised in tiny production volumes. another effect is the revival
the renaissance oF u.s. WhisKeYsStraight bourbon and rye whiskies are celebrating a comeback, says Natalie Haut, Frankfurt
of classic cocktails from the roaring twenties such as rye
cocktails. these have piggybacked on the comeback of u.s.
whiskeys in europe.
it remains to be seen whether the bourbon boom being
discussed among experts will turn into a general comeback
for brown spirits including whisky and cognac. let’s see and
have a sip of excellent whisk(e)y along the way.
slainte and cheers! //
// 13 the excellence of italian manufacturing
the excellence oF italian manuFacturing“We are so vain,” says Sara Pecchielan from Ketchum Italy about the Italians
For a tourist, travelling to italy means living and enjoying the
italians’ excellence in any field: fashion, art, handicrafts, design
and, of course, food. the “made in italy” mark is a reliable way to
identify a product completely designed, manufactured and
packaged in this country, highlighting the passion, the high quality
and the added value of its origins and the country’s regional
traditions. all these values drive many consumers around the world
to prefer italian products and represent the strength and
considerable potential of italian exports. “made in italy” is, in some
way, a brand within a brand and, according to a market survey
carried out by the company KPmg in 2011, it is the third best-
known brand in the world after coca-cola and visa.
exPo 2015, the universal exhibition which will take place from 1 may
to 31 october, will be a great occasion to highlight food-related
issues because its slogan is “Feeding the Planet, energy for life”. it
will certainly be an opportunity to showcase the excellence of italian
manufacturing, with milan hosting the event. With the show on the
horizon, every italian company is keen to improve its national and
international image, including highly respected firms such as the
wine company Berlucchi, which already exports to more than 30
countries. Pride, passion and an unswerving commitment are the
values that shape the brand, which develop the most famous italian
wine-making method ever, cuvée imperiale. With its long-standing,
deep commitment to promoting the “made in italy” mark around
the world, and its historic role in launching Franciacorta wines, the
company achieved a milestone in 2013 when it was awarded
docg recognition, highlighting its commitment to promoting an
international appreciation of italy’s history and talents.
everyone knows that italy is famous for its excellent, varied food and
its traditional regional products. it should therefore come as no
surprise that the global food megastore chain eataly has proved so
popular. Founded by the entrepreneur oscar Farinetti and sponsored
by slow Food, the movement that preserves traditional and regional
cuisine and the local ecosystem, the company has set itself a great
14 // the excellence of italian manufacturing
goal of offering the best italian food all over the world and making it
widely accessible to the public.
larte is another example of a unique experience which embodies
contemporary italian lifestyle in the world of luxury goods. it is a one-
of-a-kind concept store in milan created by Fondazione altagamma
where the best luxury italian companies specialising in food and
wine, art, design and fashion cooperate to highlight italian-made
products. all these companies unite a pride in manufacturing with
quality, creativity and inventiveness: all good arguments for choosing
italian products, which are recognised worldwide as offering high
quality, attention to detail and creativity in their design and shapes.
italy’s excellent reputation is founded above all on the idea of creating
something that is unique in the world and making each product
extremely well. this is the reason why “made in italy” has become
synonymous with good taste. Following its great domestic success,
larte is going to open new stores abroad, exporting its unique
luxury experience under the italian flag.
one product heavily linket with italy is mineral water, and the
sanpellegrino group is a top player in this category. the company is
heavily involved in front-line efforts to emphasise the importance of
origin in determining different water flavours. By virtue of their
origins and their strong relationship with italy, its culture and its
traditions, acqua Panna and s.Pellegrino perfectly represent the
italian style as a synthesis of conviviality, well-being and fine dining.
sommeliers, chefs and connoisseurs worldwide, from the united
states to France, germany to canada, the uK to australia and Japan
to the united arab emirates, agree that these two premium waters
are the quintessence of italian lifestyle and good taste, which is why
they grace the world’s finest dining tables. //
// 15
every decade has its own signature trends in food and lifestyle. the
golden noughties may have been characterised by pleasure and
wealth seeking, but in these times of faster-paced living, multitasking
and societal change we are looking for deceleration, stability and a
return to social values like family and friends. a central theme is how
the home is becoming a social centre of life to which we proactively
and consciously retreat with our friends and family. Food and
nutrition are playing an elementary part in this trend concept.
Cooking is relaxing
coming home after a stressful day in the office, often all we want to
do is to relax. on the other hand, we still want to spend time with
our family and friends. cooking with or for your friends is a way to
combine both aspects. You can have a chat with a friend while
preparing food, enjoy quality time and relax together. it‘s true that
the most valuable discussions take place in the kitchen!
It’s a family affair
mum’s delicious potato salad or grandma’s favourite jam: traditional
recipes, handed down from generation to generation and refined
with your own modern touches, are also an upcoming trend. this is
about cherishing your family traditions and presonalising them at the
same time. it also means cooking with fresh and healthy ingredients,
choosing foods that satisfy your body and soul and increasing your
quality of life. //
Further information (German only):
www.werteindex.de/blog/kontrolle-ersetzt-lust-als-
lebensstil-pramisse
www.trendmonitor.biz/kategorie/gesellschaftliches/artikel/
so-praegt-der-homing-trend-die-maerkte.html
www.gutekueche.de/blog/diverses/wer-selbst-kocht-liegt-voll-im-
trend.1946.htm
home sWeet homeJudith Knabe from Brandzeichen, a Ketchum company, describes the rise of cooking
16 // la Jeune rue
La Jeune Rue is designed to be a unique project in terms of its
scope and engagement. it brings together fantastic places that
embody a simple motto: beautiful, right and good. curated by Behind
the scene, these places to eat and live were designed as ethical
retail spaces, a meeting point for hard-working, talented producers
and designers, with the vision to create a place where the urban
population can retrieve the best of nature.
each food store conceived by an experienced designer in la Jeune
rue aims to offer for sale healthy, nutritious and tasty products with
as few intermediaries as possible (if any). these products are carefully
selected by passionate, ecologically responsible producers and
guaranteed by an ethical charter (mainly based on the enrichment of
the soil). in respect of nature’s cycles, the choice of products is strictly
seasonal. la Jeune rue is not an elitist project. every product is
therefore sold at a fair price. it is a place for knowledge and leisure –
somewhere to discover a dream come true and made accessible
to everyone. it is a new model, a new way to bring the countryside to
downtown Paris. two examples:
antonin Bonnet – the chef behind la Jeune rue
cédric naudon and antonin Bonnet developed the concept for le
sergent recruteur: simple cuisine, capable of communicating the
taste of exceptional products fairly and honestly. inspired by
Japanese omakase art, antonin looks for the truth. his cuisine is
constantly refined to give stronger emotions thanks to the products
he works with.
roland Feuillas – bakery
roland Feuillas has always had a passion for bread. driven by an
ambition to produce a 100% natural bread and make bread a fine
thing once again, he is dedicated to finding the right products and
processes in nature to make a bread born of the earth. //
la Jeune rue Christelle Lepiètre from Ketchum Paris presents the new district in Paris dedicated to food
The international designers involved in this project: Andrea Branzi, cinema. Architect and designer Andrea Branzi is associated with every major movement of the Italian avant-garde: Alchimia, Archizoom and Memphis // Maud Bury, Anahi restaurant. After studying at École
Camondo, Maud Bury spent ten years with Philippe Starck before going it alone in 2012 // Frères Campana, bar and fish restaurant. The Brazilian brothers Fernan-
do and Humberto Campana have developed a design based on reusing or recycling crafted products and
aesthetic transgression // A+A Cooren, hardware store. Aki and Arnaud Cooren met at École Camondo and
graduated in 1999. The same year, they founded A+A Cooren, their Parisian studio reflecting a sober design style which is always in search of a delicate balance
between aesthetics and pragmatism // Vincent Darré, ice cream parlour. After devoting himself to fashion,
photography and Parisian nightlife, the French designer and talented director Vincent Darré burst onto the
interior design scene, founding Maison Darré in 2008 // Tom Dixon, grocery and fishmonger. Self-taught genius
Tom Dixon has been shaping his own vision of design since the 1980s. A true workaholic, he has dozens
of design, art and fashion projects on the go // Ramy Fischler, oyster bar. Ramy Fischler is a Belgian design
graduate from EnSCI-Les Ateliers. For nearly ten years, he worked with Patrick Jouin before being admitted to
Villa Media for a one-year resident fellowship in 2011 // Jaime Hayon, Japanese club and flour mills. Jaime
Hayon is a Spanish artist/designer who was born in Madrid in 1974. After studying industrial design in Ma-drid and Paris, he joined Fabrica in 1997 where he was appointed head of the design department at the age of
24 // José Lévy, concept and hardware store. Born in Paris, José Lévy began his career in menswear before
devoting himself to design. A sense of eclecticism characterises the style of his compositions, which
range from sculpture to decorative arts // Michele De Lucchi, butcher’s shop. Michele De Lucchi was born in 1951 in Ferrara. After a period dedicated to radical and
experimental architecture following movements such as Cavart and Alchimia, he became one of the pillars
of the Memphis Group // Marc Ange, covered market. Originally from Rome, Marc Ange founded the studio Bloom Room in 2008 and completed his immersion in
design by creating Chimera in 2012, which distributes upmarket pet furniture // Ingo Maurer, speakeasy. Born
in 1932, Ingo Maurer is a German designer, known for his genre-defining lamps and light fixtures // Atelier
Mendini, bar. The charismatic designer, architect and intellectual Alessandro Mendini was born in 1931. His work always stands out due to his use of colour, flam-boyance, derision and decoration // Jasper Morrison
, tapas bar. Jasper Morrison is an English designer, born in London in 1959. Purist among purists, he enjoys
a basic design where forms and volumes are never forcefully imposed, preferring the delicacy of minimal lines // Paola Navone, Korean street food. Paola na-
vone is an architect who trained at Turin Polytechnic. She has worked alongside Alessandro Mendini, Ettore
Sottsass and Andrea Branzi in the Alchimia group // Nendo, pastry and bread. The designer Oki Sato is the man behind nendo. Born in 1977 in Canada, he
moved to Japan, where he graduated from Waseda University as an architect in 2002, before founding the nendo studio in Tokyo that same year. A decade later,
his harmonious designs have emerged as a key part of contemporary design // Eugeni Quitllet, cheese shop. Eugeni Quitllet is a native Catalan designer from Ibiza, born in April 1972, whose work questions the limits of
design // Patricia Urquiola, Italian restaurant. Patricia Urquiola studied architecture at the University of Ma-
drid before starting her design career alongside Achille Castiglioni and Piero Lissoni // Wallpaper, wallpaper
store. Wallpaper is a British-based magazine founded in 1996 by Tyler Brûlé and recognised for its expertise
in the fields of design, architecture, fashion, entertain-ment and media // Julie Boukobza, art gallery. Julie worked as a journalist and exhibition curator in new
York for six years. In 2010, she founded the Modern Talking website, a project which uses pictures and text
to examine forms of contemporary conversation
// 17
Enzymes: add a little, do a lot
given these market conditions, it is no surprise that there is an increase
in the number of consumers wanting fresh, healthy juice made from blue
and red berries. however, unknown to most people, when berries are
squeezed, only some of the antioxidants and juices are released. so a
special enzyme designed to break down the skin and tissues of these
delicate fruits is needed to extract more from them. manufacturers using
these enzymes can actually double the level of antioxidants made
available in the juice, compared to not using enzymes. also, if coloured
berry juice was produced in europe and north america without the help
of enzymes, the cost of producing the juice concentrate would be about
20% higher, potentially making it less accessible to consumers seeking
the health-giving properties and great taste of berry-based juices. that
would be a real shame for families already contending with the rising
cost of living. //
maKing everY BerrY countAlison Doughty about the rise of antioxidant-rich fruit juices
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the skin and flesh of colourful fruit such as cranberries, blackberries
and the superfood açai berries is rich in vitamin c as well as in natural
compounds called anthocyanins. the juice extracted from these
berries is brightly coloured, has a distinct flavour profile and potent
antioxidant properties. the global juice market is complex. Whilst
products able to make specific health claims or offer unusual flavour
or nutrient profiles have continued to do well, consumers have
grown sceptical of the intrinsic health benefits of more traditional
products like orange juice, which contain a substantial amount of
sugar. recent uK consumer media coverage has criticised
household-brand orange juices for their high sugar content and there
have even been recommendations that fruit juice should not count
towards a person’s “five a day”. there is a clear opportunity for
beverage manufacturers to leverage the rich colour and health
benefits of berries to create 100% juices that both taste great and
support a balanced diet. in fact, the beverage sector has already
seen an increase in consumer demand for antioxidant-rich açai, goji
and aronia berry drinks.
Meeting consumer brand demand: more high-quality
functional ingredients needed
taste and health-giving properties are not the only attributes that
consumers look for when reaching for fruit juice. convenience has
become an increasingly important consideration when buying food
products. given that 80% of British adults admit to struggling to keep
up with the recommended “five a day”, the attraction of a high-quality
fruit juice or smoothie that counts as one or two portions is clear.
market research confirms this, indicating that, while sales of fruit juice
remain static at a high level throughout europe and north america, in
asia, south america and north africa they are going from strength to
strength. low-acid and not-from-concentrate juices have recorded the
highest growth rates in these regions, with a shift towards high-
quality products with antioxidants and other functional ingredients
similar to that previously seen in europe and north america.
18 // What’s cooking in madrid?
With five of its restaurants holding two michelin stars and one with
three, madrid is considered one of the world’s tastiest capitals. in
this unique gourmets’ paradise, some of the most internationally
renowned chefs have developed new culinary formulas by
capitalising on the city’s unquestionable gastronomic glamour.
talent, quality and design: a foolproof combination that can be found
in the majority of madrid’s most famous restaurants, from those as
recent and impressive as diverxo to established gastronomic
temples like santceloni. spain’s capital has witnessed the birth of
new phenomena like Platea, a revolutionary concept in gourmet
leisure space which proves that there is still room for innovation in
the world of haute cuisine. With 5,800 square metres of space, it
plays host to chefs who have amassed six michelin stars between
them (Paco roncero, Pepe solla and marcos morán) and an extensive
culinary offering that includes upmarket cocktails under the
stewardship of diego cabrera and luca anastasio. it’s become a
gastronomic titan and an obligatory stop for gourmets.
Diversity and good taste
david muñoz, gastronomy’s new enfant terrible, has driven palates
wild with his restaurant diverxo, a miscellany of mediterranean,
What’s cooKing in madrid?Whether it’s to revel in the finest traditional dishes or to surprise yourself with the latest creation from the country’s avant-garde cuisine, Madrid is the ideal destination for every taste. By Helena Camacho, Ketchum Madrid.
asian, rebellion and design with three michelin stars to its name.
this avant-garde global benchmark is located at the hotel nh
collection madrid eurobuilding. the venue will soon host other
culinary establishments such as a space managed by chef Paco
roncero, a genius who has triumphed with several projects in
madrid. one of these projects is roncero’s gastropub estado Puro, a
reinterpretation of the traditional spanish tapas bar that explores
culinary forms under the concept of neocañí. another of the capital’s
unmissable restaurants is santceloni. the sublime quality of its food
and service make this hidden gem a destination for all the senses.
chef Óscar velasco approaches tradition in his own inimitable style
and has won two michelin stars.
this is how spain’s capital reveals itself as the city of a thousand and
one tastes with a vast array of possibilities that offer a delicious
journey through one of the world’s richest gastronomic cultures.
anyone who tastes madrid comes back for second helpings. //
// 19
Collaboration is the way forwards
Food is far more than just a necessity of life. and food is not just food –
especially internationally. For example, while the French celebrate
their food and spend a fair amount of money on buying food products,
germans are far more price-conscious when it comes to grocery
shopping. every culture has a different approach to food and
therefore to food communication. our global Food & nutrition
Practice has understood this for nearly 60 years. do you want to
know if your campaign will work in spain or what you have to consider
for communication in italy? no problem, at the mere press of a
button we have access to colleagues and food trends through our
worldwide internal food database. monthly calls, webinars and
personal meetings keep our food practice team bang up to date.
our food practice members are experts in every specialism a
company might need. Whether it’s B2c, B2B, digital, crisis or
internal communication – to mention just a few – there is always an
expert to hand. our people provide a specialised skill set for activities
that go way beyond the press release. our view is that no one can
claim to be good at everything, so we specialise in what we‘re best
at and work together. We like it that way, and our clients like it too.
How ideas happen
companies are always searching for creative new ways to position
their innovative offerings. But with so little that is genuinely new,
finding fresh ideas can be challenging – even in the best creative
brainstorming sessions. this is why we have developed numerous
our glocal grocerY storeYou love to purchase international products? Wonderful, then you are in the right place. You prefer to shop locally or buy products from your region? Welcome, you have found the right store as well. Ketchum Pleon’s global Food and Nutrition Practice has food experts and food lovers in nearly every office – 75 people all across Europe. We provide a service which is tailored to your needs, working with clients internationally as a cross-border team or locally, focusing on a specific region. Collaboration and creativity are the keys to our approach. Article by Diana Dorenbeck, Ketchum Pleon Munich.
creative tools to generate breakthrough ideas. Whether you’re in need
of fresh ideas or have some to share, it’s easy to launch a challenge or
post an idea using our crowdsourcing communities mindfire and ide8.
mindfire invites graduate and undergraduate students from the
world’s leading universities to participate in brainstorming and tackle
real challenges. internally, ide8 allows colleagues to collaborate 24/7
on client brainstorming sessions and any work-related challenges.
however, creativity and creative tools are not an end in themselves.
recognising this, Ketchum Pleon was the first Pr agency to create
a dedicated role solely
responsible for creativity.
as global Partner and
chief creative officer,
Petra sammer is respon-
sible for the strategic and
creative development of
Ketchum in europe and
germany. Petra started
her career in Ketchum’s
Food and nutrition Prac-
tice, which she successfully led from 1999 to 2001. the Ketchum
Pleon glocal grocery store is the best place to find tailor-made crea-
tive campaigns. this central resource is conveniently located in your
area, no matter where you’re based. Be sure to check it out and let
us know what you think. //
“after five years working together, we value Ketchum as a deeply involved partner, challenging us and helping us to deliver results.”(Kathy heungens, corporate affairs director, mars Belgium)
20 // Food meets creativity …
Creative directors are commonplace in the advertising industry.
However, they are still quite unusual in the public relations sector.
What does creativity mean in PR? What do creative directors do?
there are a few Pr agencies that have creative directors and
specialised creative teams like Ketchum – which takes its lead from
advertising agencies. however, in Pr we generally have a different
approach. We don’t see “creativity” as a task for a small elite team.
instead, we ask everyone in the agency to come up with ideas. this
“democratised” approach differentiates us from other agencies, but
at the cannes lions international Festival of creativity you could
hear that more and more agencies are starting to think in the same
way. the reasons for this are very complex. in part, solutions for a
multi-screen, hyper-connected and engaging media world can’t be
found by a small group of “creativity gurus” acting alone.
today, you need to connect experts from many disciplines such as
journalists, it specialists, film-makers, researchers, artists and many
more. an idea can come from anywhere, so our view is that there is
little need for an autocratic creative director who is the “wise guy” and
supposedly knows it all. however, we do need a new type of creative
director that can facilitate creativity and connect different specialists.
How is creativity different in relation to the food industry?
Food is and always has been an industry that demands creativity
which appeals to all the senses – from sight and smell to touch.
Whenever you work for food products, you have to keep in mind that
eating and drinking are two of the most intense, sensitive and
emotional things we do every day and that we experience food with
so many senses. communication has to reflect this.
One of your key issues is storytelling. What does a food com-
pany have to take into account if it chooses a storytelling ap-
proach for communication?
at the cannes lions international Festival of creativity this year,
several food companies such as chipotle and honey maid won with
creative and highly visual storytelling campaigns. the key to their
success was their ability to find their core belief. every good story
has a reason to be told, so food companies need to know what their
reason is. i don’t mean the vision or mission of a company or a brand.
i mean that a compelling story needs to dig deeper and come up
with what simon sinek calls the “Why” behind a story.
Finally, one question regarding the future: what trends can you
identify in the field of creativity – maybe with regard to food?
as you know, it’s not easy to predict the future and there are several
ways to answer this question. one can either go totally sci-fi and
bring up ideas which are completely out of the blue and which sound
somehow outstanding, fascinating … but also a bit unbelievable and
questionable. or one can look at the past, and the present, and
expand on what’s already there.
to answer your question, i will choose the second option. in my
opinion, we will see more #live-communications in the future. By
this, i mean “real-time” communication where brands comment on
real-time events, jumping in quickly on running conversations and
sparking conversations in real time. i know that is challenging for
many companies and brands – and also for agencies – as this needs
new resources, new listening and new conversation skills. But if it is
done right it’s a powerful tool to engage with fans and consumers on
topics which are relevant to them. i also strongly believe in gamifica-
tion. the health care industry is currently testing therapy games to
support healing with mental and psychological motivation. Journal-
ists are testing news games to get complex information across. hr
departments are testing serious games to motivate employees and
help them to work more effectively through a playful environment.
and finally, the internet of things, wearable electronics and the
self-tracking trend will give us plenty of big data to play with. //
Food meets creativitY …Interview with Petra Sammer about her role at Ketchum Pleon and how she promotes creativity.By Diana Dorenbeck, Ketchum Pleon Munich.
// 21
there are a number of dangers lurking for brands and companies in the food industry –
from high-profile food scandals to allegations of price rigging, false advertising, quality
defects and damage to the environment – the list goes on and on. When a crisis strikes,
quick and consistent action is vital for preserving a good reputation. many companies
implement an internal crisis management process with the goal of keeping an issue away
from the public or at least reducing its impact. in line with these measures, they rehearse
various different scenarios and prepare reactive statements. however, many companies
are less well prepared once a crisis reaches the public: reaction times are too slow,
statements are evasive, and companies often try to distract the public with unimportant
reports on corporate responsibility or future projects. this approach no longer placates
consumers, journalists or ngos. thus, companies relying on last-minute crisis management
cannot effectively protect their brands and reputation.
it is a matter of corporate culture and attitude: today’s requirements for successful crisis
management are much more fundamental. at their core lies a company culture based on
transparency, the ability to tolerate criticism and the will to implement change. this is
because successful corporate communication should reflect contemporary corporate
culture and be founded on a set of progressive values. a company needs to communicate
with confidence in order to be able to protect its brands and reputation successfully. But
what does this mean in the real world? here are our suggestions:
Avoidance doesn’t work: generally speaking, critical topics must be addressed
immediately and cannot be avoided. Believing that these topics will just blow over by
themselves is naive. timing is crucial in such cases: discuss topics and shape the discourse
before they get on the agenda; once an issue is topical, it gains urgency and influences the
tenor of the debate.
Be willing to accept criticism: Be able to listen actively and admit to mistakes.
recognising mistakes is the first step to improvement. it signals to stakeholders that
you take them seriously and want to use their suggestions. after all, nobody’s perfect!
Be part of the solution: there is a demand for real solutions. always being against
something or trying to prevent something from happening is not the road to success. Be
prepared to adapt to new situations and bring solutions to the table. it’s important to
stake out a clear position in order to stay in the discussion.
Stay the course: no one expects you to solve every problem immediately. instead, set
clear goals and regularly evaluate progress. if a goal cannot be met, then communicate
this honestly and try to work with stakeholders to determine new, more realistic goals.
Engage in a transparent dialogue: criticism will seek you out, whether you are on
Facebook and twitter or not. disabling the comment function won’t help either. By creating
your own channels, however, you can react to criticism more quickly and actively take part
in discussions. the biggest perk: customers will not merely talk about you, but with you. //
1
2
3
4
5
don’t get Burnt Five tips for preventing a communication crisis. By Claudia Holfert, Ketchum Pleon Berlin.
22 // the food blogger
it may be hard to believe, but blogging first started as an online journal
in the 1990s where people shared their interests and thoughts. today’s
blogs are unrecognisable. Bloggers are considered to be an important
part of today’s society – they have their own voice and people listen to
them. thus, they have become increasingly relevant for companies as
an important channel for dialogue with their customers.
today, bloggers do not only work as online journalists; they also act
as consultants for brands. Facts and figures show the rapid growth
of the blogger scene and its developments during the past years. in
october 2011, there were more than 173 million registered blogs and
in July 2014, tumblr reported approximately 195.1 million registered
accounts. most bloggers are female, young (aged 18–34) and well
educated. every third blogger is a mum, and more than 50 per cent
have kids. even though online platforms promise to connect with the
global world, there is still more interest in national blogs.
every blog category – beauty, fashion, photography, design or
parenting – has its own requirements. this is especially true of food
bloggers, who are well known for their criticism of the food industry
and their concerns over brand cooperation – not only in germany.
our experience is that you needn’t be scared to partner up with food
bloggers any more. things have changed! recently, we had an
interesting conversation with the german food blogger and
consultant uwe spitzmüller. his food blog called HighFoodality.com
is one of the leading food blogs in germany.
How do food bloggers react to enquiries from agencies and
companies?
the reactions are now usually quite positive – food bloggers are
more and more willing to cooperate with agencies and companies
so long as their independence is protected. the scene is about to
professionalise and bloggers are recognising the rising interest in
their work, reach and authority.
How should you deal with food bloggers?
agencies and companies should view bloggers as business partners
who are fully aware of the value of their reach, influence and power.
not all bloggers intend to use their platform for promoting products,
brands or certain topics. agencies and companies should follow
the Food BloggerJournalist, critic and PartnerInterview with Uwe Spitzmüller fromHighfoodality.com by Tanja Ackermann,Ketchum Pleon Frankfurt
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// 23 the food blogger
interesting blogs closely in advance in order to figure out which type
of cooperation could work and could create value.
there are some simple rules to follow: always be transparent about
your campaign goals and requested materials. Pay the blogger for
their work and use their expertise on how to access the market
most effectively. sponsored posts are not always the best means to
reach your audience. in most cases, the blogger knows exactly how
to address their readers. avoid trying to get content or reach for free;
mentioning the blogger on your company’s website is never suitable
compensation, for example. Product testing by bloggers is generally
great, but don’t send any products without asking for permission to
do so in advance.
To what extent does the blogger benefit from cooperation?
unfortunately, many requests for cooperation do not create a win-
win situation. in most cases, agencies or companies try to get
content, reach or market access without compensation. most
bloggers expect adequate reimbursement for their efforts – meaning
being paid fairly. cooperation with well-known brands helps bloggers
to build authority within their community. But remember that
blogging isn’t only about building authority – it is also about integrity,
reach, trust and being seen as a credible opinion former.
The food blogging scene has grown and become very professio-
nal. What has changed during recent years?
some bloggers have recognised the potential of the market and
others are exploring how the market works. there are still hardly any
full-time bloggers, although their numbers are growing. in recent
years, the scene has allowed more cooperation. cooperating with
agencies and companies is not a bad thing any more. the old rules
set up by the early bloggers have been crushed. new blogger
personalities are emerging everywhere and are creating a new
culture, with some beginning to professionalise their approach.
in the future, we will see a lot more full-time bloggers offering
services such as sponsored posts, advertisements, consulting,
blogger relations, market access, digital food consulting, Pr, content
marketing and creation, social media management and even product
development. this will be a huge advantage for agencies (and
companies) as they seek to team up with bloggers and use them as
consultants.
Have you noticed differences between bloggers in Germany and
other countries?
the german and u.s. blogging scene is incomparable. in the u.s.,
food bloggers have millions of visits each month and thousands of
bloggers make a living from their blog. the german food blogging
scene is pretty strong but no match for the u.s.. it’s followed by the
uK, France and italy. //
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24 // mr launch
Food as a category, in Europe, can mean conventional foods or
dietary supplements in the form of capsules or tablets. For
these different kinds of food, different issues play a role in
successful launches. Conventional and functional foods can use
taste to win consumers’ hearts. In contrast, food in capsules has
to convince consumers of its health effect and convenience. The
secret is to know what triggers different consumer reactions.
Today, is it more difficult to launch a new or existing food prod-
uct in a European country?
Yes, it is definitely more difficult to launch products in the eu today.
this is due to more complex regulatory requirements and strong
competition for market share. this is true for conventional foods, but
even more so for health foods, like functional foods, dietary supplements
and medical foods, which are what we specialise in at a&r.
What have been the most important changes over the last few
years? Is there a trend visible?
the most important regulatory change for foods was the implementation
of the nutrition and health claims regulation in 2007. it specifies which
messages relating to health issues can be used in the marketing of a
food product of any kind. it applies to nutrition claims (such as “reduced
salt”, “low fat”, “is a source of x”), health claims (“helps to maintain
normal blood pressure”), or disease risk reduction claims (“helps to
reduce elevated ldl cholesterol levels. high ldl levels are a risk factor
for cardiovascular disease.”).
all nutrition claims are listed in the annex of the regulation together
with their conditions of use. For example, if you want a product to
claim it is a “source of vitamin c”, it must contain at least 15% of the
rda for vitamin c.
nutrition claims are often relevant to conventional foods too.
manufacturers of supplements or functional foods are very keen to
market their products with health or risk reduction claims. messages
like “maintains a healthy ldl cholesterol level” can make a product
much more attractive to the consumer. But unlike nutrition claims,
health and risk reduction claims have to undergo an individual
application process and have to receive european commission approval
before manufacturers are permitted to use them on their products.
scientific substantiation data is evaluated by the european Food
safety authority (EFSA), which requires proof of the desired claim in
human clinical trials as well as data on the mode of action. this has
mr launchHow to launch food in European countries: an interview with Dr Jörg Grünwald, founder, analyze & realize GmbH
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// 25 mr launch
resulted in the eu applying a generic list of health claims for vitamins
and minerals. however, very few innovative claims for other
ingredients have survived the evaluation process.
a major trend in the food sector is healthy eating! the battle
to avoid being overweight or obese, supporting a healthly
heart, and the latest very important issue – supporting
mental health by dietary means – are all part of that trend.
depression, burnout syndrome and mood swings are
becoming very prevalent in society, and disease-preventive
measures like eating foods to avoid or delay alzheimer’s
disease, age-related macular degeneration and osteoarthritis
are all gaining momentum.
the novel Food regulation is another legal hurdle for some
manufacturers to deal with. this law controls what kind of
foods can be imported into the eu. it can also apply to food
manufacturers within the eu, where a new production
process has been used.
at a&r we do both consulting and clinical trial management
for drug and food standards. We can also provide very
specific strategic advice on scientific and regulatory questions.
How do you prepare for a health product launch?
You need a solid strategic plan that involves an initial market analysis,
a strong idea for how to successfully position your product and a
clear plan for how you will communicate this to the end consumer.
Quality and price have to be competitive with existing products in
the market and the specific benefit of buying your health product has
to be understood by the consumer. taste is more important for
conventional foods than for health foods. and convenience is still a
major factor: “do i have to invest a lot of time to prepare my food?”,
or “can i put the lid on and eat the rest tomorrow?”
Are market challenges more Europe-wide or locally relevant?
market challenges are still a local issue in the eu. although there is a
wish to harmonise legislation, which is reflected in many laws from
Brussels, we have to observe national laws first. in addition,
marketing centres on emotional, cultural and psychological ways of
reaching out to the consumer – and this is definitely a local game.
our regulatory knowledge helps us to define the best routes to
market, but success in the shops also depends strongly on marketing.
Can you describe a new food trend?
Besides the very strong health trend in Western and other societies
that i mentioned above, there is also a trend towards more variety
and more cosmopolitan foods and flavours. today’s consumer
demands fresh, natural, organic foods and a greater awareness of
where their food comes from. in addition, we are seeing a very
strong legal attempt to protect consumers. hence, transparency is
becoming more and more relevant. the digital information age in
which we live means the consumer can access all sorts of information
24 hours a day. companies that provide as much information as
possible up front protect themselves from problems later on.
Could you give us five tips on preparing a successful launch?
1. have a convincing product, a good story, a great taste and
health support.
2. have the perfect regulatory path to allow the best possible
claim and positioning.
3. combine advertising and Pr.
4. use suitable media channels including social media.
5. do not be too novel, but build on existing knowledge and
awareness of the ingredient. //
interview by natalie haut, Ketchum Pleon Frankfurt.
26 // eu food policy
Food is anything but a new issue for the european union (eu).
heavily dependent on food imports when it was created in the
1950s, the european economic community sought to promote
agricultural production with the common agricultural Policy (caP).
more recently, the eu has adopted an increasingly active health
policy. rather than promoting food production, the eu health policy
seeks to reduce the consumption of certain types of food.
unfortunately, this shift has been poorly coordinated and has led to
major anomalies or even contradictions.
Opening up to EU imports, but not everywhere
the eu’s agricultural policy still focuses heavily on the production of
food. this is why eu agricultural products need to be actively
promoted outside the eu. in this sense, international trade rules
have only had an initial impact on the agricultural sector and foods.
negotiations between the eu and the u.s. on the transatlantic trade
and investment Partnership (ttiP) aim to reach an agreement that
goes beyond trade measures and has an effect on domestic rules
and standards on both sides of the atlantic. eu consumer
organisations fear that this may reduce food safety and lower quality
standards in the eu. however, some producers, especially in the
u.s., see this as an opportunity to get rid of regulatory barriers that
are not, in their view, justified by clear scientific evidence. the eu
applies a precautionary principle whereby food imports can be
banned if there is any reasonable doubt that the product is harmless.
the application of this principle has resulted in it banning u.s.
imports of products containing genetically modified organisms
(gmos) or hormone-treated meat. in this connection, President-
elect Jean-claude Juncker said he would “not sacrifice europe’s
safety and health standards on the altar of free trade”.
The precautionary principle in food safety – consumer choice
or total ban?
the eu’s agricultural and health policies have both led to contradictions.
the reason for these anomalies lies partly in the way the eu is
organised. eu decision-making is increasingly compartmentalised.
Proposals are prepared by specialised directorates-general at the
commission and are then discussed by expert committees at the
european Parliament and the council.
although final adoption involves the Parliament and the council,
in reality this is rarely more than a rubber stamp for an agreement
reached by specialists from both institutions.
For example, wine is part of the agricultural policy, and so its
consumption is promoted, whereas beer and spirits are dealt with
under the health policy so their consumption is discouraged in
campaigns. this explains the important differences in approach. the
solution should be fairly obvious. competing products with the
same issues should be handled within the same policy area as
much as possible.
Now is the time to solve these issues
to ensure non-discriminatory treatment, all foods should be
covered by a single, coherent approach by the organisations
responsible for dealing with the agricultural policy aspects, health
concerns, competition and trade issues. the current eu institutional
changeover after the european Parliament elections in may 2014
comes at a good time to introduce some changes. the Parliament
has already decided that the committee on environment, Public
health and Food safety will deal with food health and the
committee on agriculture and rural development will handle
agricultural policy issues.
But at the commission, anything is still possible. mr Juncker does
not see food regulation as a priority. his college of commissioners
have still to be appointed and should take office on 1 november. the
new commission should take a fresh look at these issues and
produce a more coherent approach across all policies affecting
europe’s food. We should move towards a policy based on fair and
neutral principles that are applicable across the board. regarding the
digital economy, mr Juncker said that “we can offer even greater
opportunities in europe, with 500 million potential customers (…) if
we tear down the regulatory barriers (…). this requires political
determination. there will be resistance, as the current fragmented
regime has created very convenient, well-protected comfort zones
for some players. But europe would miss a historic opportunity if we
fail to tackle this challenge head-on”. the same logic could be a big
step forwards for foods. //
eu Food PolicY: time For a rethinKAuke Haagsma, Head of Public Affairs, Ketchum Brussels
// 27 grand extrem
in april 2014, mcdonald’s launched a new local hamburger in spain
called grand extrem. Ketchum spain organised the launch with two
different approaches: institutional and public relations. the launch
had three objectives in public affairs and public relations: First, to
create awareness about the commitment of mcdonald’s spain to
the spanish agricultural and livestock sector. second, to transmit the
key messages: locally sourced, high-quality meat (from the spanish
region of extremadura), enhance support for local beef with the
“100% beef from extremadura” certification and reinforce
consumer’s perception of quality food through the launch of a
premium hamburger. the third goal was to generate expectation and
awareness among consumers. so how did we do it?
Before it went on sale in at mcdonald’s in spain, the hamburger was
launched and presented in extremadura, the spanish region where
the grand extrem meat comes from, for the product’s institutional
presentation. Patricia abril, President of mcdonald’s spain, was the
host of this institutional event at a restaurant in the region. the event
was attended by the highest authorities: the president of
extremadura, regional minister of agriculture, mayor of cáceres and
other relevant local representatives. Franchises, suppliers and local
farmers also attended the event, as well as local media. all attendees
could take away key messages from this launch: high quality
standards at mcdonald’s spain as well as the ongoing commitment
of the company to local producers and suppliers.
the Pr campaign took both a corporate and a social media
approach. the launch event with consumers and media was
attended by 200 consumers selected through a previous Facebook
contest. the exclusive premiere took place in a restaurant in
madrid. cristina Pedroche, a local celebrity and tv presenter, was
the hostess. social magazines and tv stations as well as marketing
magazines and others covered the event. our social media
approach was to concentrate on an influencer campaign. six local
influencers (celebrities, sportsmen and singers) were the
promoters. With the hashtag #extremselfie they took a selfie with
the hamburger and posted it with a text specially created for each
of them by Ketchum, always following their very own style and the
usual tone of their messages.
all in all, it was a very successful launch which established a good
fan base for grand extrem in spain! //
grand extrem: an institutional aPProachHow Ketchum Madrid managed the launch of Grand Extrem, McDonald’s new local burger
Photos: mcdonalds
28 // let’s cook with staatlich Fachingen
a blogger event with the well-known food blog, HighFoodality.com
resulted in 255 recipes for the new staatlich Fachingen cookery
book “Natürlich besser kochen”, third edition. the best 22 got a
spot in the cookery book. the initiative was designed as a fund-
let’s cooK With staatlich FachingenHow Ketchum Frankfurt invented an inspiring blogger event
reactionsFrom the participants
“What a beautiful idea. Fachingen is one of my
favourite waters. i used to live just around the corner
from Fachingen. 200 recipes should not be a
problem.” www.
kochbuchfuermaxundmoritz.blogspot.com.es
“Wow, i am speechless but very happy to be part of the cookery book!“ www.mycookingloveaffair.de
“ i am so happy that my contribution made it into the cookery book.“ www.schoenertagnoch.blogspot.de
“this is such a wonderful idea!!! i’ll start thinking
about possible recipes right now! i am curious whether
we can reach 200.” www.fashionandfood.de
“great idea – it’s definitely worth investing a little bit of brainpower. i am very glad to support such a good cause.“ www.changpuak.ch/ Rezepte/index.php
“of course i am very happy about being chosen for the
final selection round.” www.puhlskitchen.com
“great event! 200 recipes should not be a problem!” www.kulinarisches-wunderland.com
“great idea! the name of the event is very well chosen.” www.widmatt.ch
raiser. staatlich Fachingen donated 10 euros to the organisation
“viva con agua” for every recipe that was submitted. the bloggers’
outreach and feedback was outstanding and strengthened the
opinion formers’ loyalty to the brand vastly. //
// 29
In order to make Dutch consumers aware of the kiwi fruits health
benefits, Ketchum translated Zespri’s “14-day kiwi fruit
challenge” for the Dutch market. As a first step, ten influential
health and food bloggers were supplied with two kiwi fruits a
day and invited to report on any health effects they experienced.
The challenge resulted in over 65 content pieces and over 4,500
likes, comments and shares. We took this as a positive sign to
roll out more promotions relating to our kiwi fruit challenge.
Next, we supported the launch of a mobile app as well as the
initiation of a healthy lunch for bloggers and journalists,
showcasing the tasty dishes that can be made with kiwi fruit.
Consumers were involved via a call-to-action event with the
health-orientated magazine gezondNU. Our diverse activities
and positive results raised awareness of how kiwi fruit can offer
everyone a healthier lifestyle. //
healthier liFestYle challenge How Ketchum Amsterdam started the kiwi fruit revolution
30 // go home on time day
go home on time daY BY Bisto gravYKetchum London tapped into a real insight and a true challenge of modern times
a campaign created to highlight the importance of work-life balance
and spending time with the family midweek resulted in over 164
media items reaching over 133 million people as well as engaging key
influencers to tweet and post about the campaign. there were 1,395
mentions over the search period 31 august – 30 september 2012.
Bisto, in cooperation with Working Families, sponsored the go
home on time day (ghotd) and encouraged families to leave work
on time on 26 september and enjoy a family meal with Bisto.
the campaign helped to reignite and build on the emotional
connection that consumers already have with Bisto as well as
creating notable outreach by media and key influencers. //
// 31 Beer tasting at ibis
an informal after-work get-together with journalists and bloggers as
well as ibis representatives at the ibis hotel near grand Place led to
high-quality, high-quantity coverage in national and lifestyle
publications and the trade press as well as on online news sites and
social media.
the successful event was attended by 46 journalists from key
national media and offered an entertaining programme including fun
beer tasting and sampling as well as giveaways for every journalist
and blogger. in addition to this, a creative viP press mailing was sent
to 30 top journalists and bloggers while a press release was widely
disseminated to lifestyle, trade and regional press and bloggers. //
Beer tasting at iBis A case from Ketchum Brussels
Photo: ibis
32 //
the story of media and organisational communication over the last
20 years is a shift from mass forms of communication to social
forms of communication. mainstream media, themselves a work in
progress, are giving way to personal forms of media. these media
are social and are created, shared and curated among communities.
Shift in organisational communication culture
Brands need to shift from a corporate tone of voice to a human
voice, and replace formal command and control structures of
communication with informal frameworks and customer relationship
management. Public relations is undergoing the single biggest
upheaval of its 100-year history. it is no longer siloed as a
communications function but must be part of every area of a business.
What’s more, our business has the opportunity to become the
organisational conscience and operate at the highest levels of
organisations. this is the shift to social business. moving beyond
traditional media as a proxy to build influence to direct relationships
with publics – or audiences to use marketing parlance – will be
critical to future success.
there are early signs that this is starting to happen. asda, iBm, o2
and P&g, amongst others, are notable examples of organisations
that have set out on this journey.
Stop posting nonsense on the internet
however, for the majority of organisations, social media programmes
have been bolted on to existing marketing and public relations
efforts, with mixed success. some examples of ways that brands
are failing in their attempt to engage with their audiences: attempt
to engage with their publics, or audiences.
• airheads talk rubbish. they are most likely to ask daft questions,
and have no interest in your response. a Facebook group called the
condescending corporate Brand Page celebrates examples.
• nutters are inane. they have no awareness of context or empathy.
they are most likely to hijack a hashtag inappropriately.
• automated brands are wedded to content calendars and robotically
push out content with limited engagement.
tom liacas has made a study of these different personas. he’s a
provocative thinker whose blog i thoroughly recommend.
Bravery required
modern forms of media are social. networks form through
communities of interest, and food is a key area. they occur via blogs
or networks such as Facebook, Pinterest or twitter, spearheaded by
an individual or small motivated group.
modern Food Brands need to Be SOCIALKetchum Europe’s Digital and Social Media Director Stephen Waddington, London, examines the importance of social media for food companies, and asks whether a brand can ever truly be social
Photo: luke chesser via unsplash.com
// 33 Food contacts
contactsGlobal Practice
linda eatherton, Partner/director,
global, Food and nutrition Practice, usa (chicago)
[email protected] // +1-131-222-8691
European contacts
Austria (Vienna)
Pepita adelmann, senior consultant
[email protected] // +43-1-
71786-108
Belgium (Brussels)
hilde ransschaert, account director
+32-2550-0055
France (Paris)
christelle lepiètre, senior account executive
+33-333-315332-5535
Germany (all offices)
natalie haut, managing Partner
+49-69-24286-126
For information about Brandzeichen,
a Ketchum company, please contact
Lena Stemplewitz, Office Director Hamburg
+49-40-4133019-17
Italy (Milan)
alessandra de martino, Business director
+39-02-62411-953
Netherlands (Amsterdam)
tim de Boer, ceo, Ketchum amsterdam
[email protected] // +31-20-487-4000
Russia (Moscow)
maria losyukova, account director
+7-495-664-2888-205
Spain (Madrid)
ana gonzalez, associate director
+34-349-1788-3203
UK (London)
Kate hopper, Practice director
[email protected] // +44-20-7611-3713
at Ketchum we believe there is a large population of influential
consumers who are leading the public debate about how food is
produced and marketed, and they are determined to bring about change.
We call them the Food evangelists, a segment of the population on
a mission to change others’ beliefs, opinions and purchase decisions
when it comes to food. these intensely passionate and engaged
consumers are affecting the marketplace in powerful ways. the
challenge for brands is how organisations and brands fit into this
mix. they need to be relevant but also communicate in a human way,
and they have no option but to engage with Food e-vangelists.
a model for the motivation of human relationships was described by
abraham maslow in a paper called “a theory of human motivation”
in “Psychological review” in 1943. the psychologist identified
human motivation on a scale encompassing physiological drivers,
safety, belongingness and love, esteem, self-actualisation and self-
transcendence.
Brands building relationships with
publics, or audiences, via social
media need to root their purpose
as firmly as possible in a lower
order need. this fits well in the food category. it’s a necessity to
human life, and a means of improving self-esteem and, via cooking,
achieving self-actualisation. can a brand ever truly be social? of
course it can.
social media provides us with an incredible opportunity to engage
with publics, or audiences, directly. But it’s an intrinsically human
form of communication that requires empathy and humility.
organisations need to be brave in adapting their communication. //
can a brand ever truly be social? of course it can.
34 // european hotspots
hotspots selected by our offices around europe
a restaurant called BaK is one of the newest hotspots in amsterdam.
this pop-up restaurant is run by three passionate young guys. the
local newspaper, “het Parool”, described it as a “tree house on fire!”
– a description that we think is absolutely spot on. BaK is located in
the loft of an old warehouse overlooking amsterdam harbour. You
are situated in cosy, wooden surroundings with large windows and
an amazing view. the menu changes every week, and their Facebook
page carries descriptions of the ingredients you can expect. the
concept is simple: four-, five- and six-course lunches and dinner,
mainly prepared with fresh, local and seasonal vegetables, and a
small piece of perfectly cooked fish or meat. this place is one of the
dutch must-eat hotspots for 2014!
www.bakrestaurant.nl
BaK“Tree house on fire”, Amsterdam
the menu of the restaurant is more than a list of dishes – it is a trip
around the world and into the gastronomic universe.
By inviting three international guest chefs to propose their
interpretations of the same nine basic ingredients, Pierre Balthazar
has composed a menu that offers a variety of dishes showcasing the
authenticity and originality of the chefs’ different personalities and
backgrounds. When we were there we could choose whether we
wanted our asparagus the French, thai or italian way. or we could go
for scallops – difficult to choose … We tried the thai way. the
restaurant is part of the hotel – where Barack obama stays when
he is in Brussels. it is also conveniently close to the best shops.
www.newplacestobe.com/region/brussels/new-the-hotel-brussel
the restaurant A personal trip around the world, Brussels
euroPean hotsPots
Photos: BaK (left), the restaurant (right)
// 35 european hotspots
street Food thursday is an enormous feast of eclectic food from
around the globe located in markthalle neun, an unrenovated market
hall that’s been around for 120 years in Berlin-Kreuzberg. it is certainly
one of the most popular weekly culinary events, and also part of a
trend: nowadays, food is almost as important as partying in Berlin :-)
www.markthalleneun.de
marKthalle neun
The new Berghain, Berlin
since end of august, Frankfurt’s gastronomic scene has got a new
venue: carte blanche has opened its doors in the nordend district.
a new restaurant is always interesting, but this one is something
different. head chef sebastian Ziese, previously souschef at the
goldman restaurant, works without menus and asks his customers
what they fancy to eat. sebastian Ziese describes his concept:
“actually, the food is à la carte – only without a menu.” naturally,
there is a dish of the day, but beyond that chef and owner Ziese
does not want to promote any specific dishes. instead of handing
out a menu he visits every table himself and talks to every
customer about their respective dinner. to aid his customers
heuploads photos of his daily purchases to his restaurant’s website
carte BlancheSpecial dining without a menu, Frankfurt
and Facebook page. From there, it’s all about personal culinary
wishes. this concept allows the customer to be utterly surprised by
the result of their order. “i have cooked in switzerland for several
years, hence there are certainly influences from French cuisine,
says Ziese. at the same time, he also likes to take influences from
mediterranean, asian and local dishes, opening up a wide array of
potential ideas. “in my restaurant i want every social class to feel
comfortable and have them sitting next to each other, he states.
“From a Wiener schnitzel to a seven-course menu, we will offer all
kinds of creations.” to ensure his customers are satisfied, Ziese
prepares the food in the same room where the guests are seated.
By doing so, even sudden changes in orders or last-minute requests
are possible. his vision is to establish a restaurant he himself would
want to visit. or as he puts it: “casual fine dining with lots of fun”.
www.carteblanche-ffm.de
Photos: markthalle neun by Jana galinowski for foodfunk.de
Januar 2015
Ketchum Pleon gmbh
Windmühlstraße 160329 Frankfurt
concept and realisation:natalie haut, managing Partner, Frankfurt
layout and illustrations:
Business development germany Yasmine cordes
Final artwork and production: ramona Bornhoff
get in touch
twitter: @KetchumPr
Facebook: www.facebook.com/ketchum
Website: www.ketchum.com/nb/food-nutrition
Blog: http://appetite.ketchum.com
Blog germany: www.foodfunk.de