Reflection – Storytelling in Food Industry

By Leidy Kabiri

Challenge & Selection

Storytelling is a content strategy from the latest trends in marketing. In order to be effective this  resource should be use carefully and with verdict data. The consumer should be able to identify  in the story, the company's value ladder. A good story can cover diverse aspects that connect  with the consumer or client, such as: personal value, emotional benefit, functional benefit, and  product attributes.

As an example, I can mention the brand Nespresso and their publicity.  Product attributes: “The perfect expresso in a beautiful capsule with good design and a variety  of aromas”  Functional benefit: “Perfection convenience originality practicality and superior taste”  Emotional benefit: “A unique and superior espresso experience, that prepares effortlessly,  that revitalizes you and improves your mood, while it allows you to take a special moment for  yourself out of your daily routine”.  Personal value: “It makes you feel special, complete very well treated in each sip, you feel an  exclusive part of an iconic experience.”

The objective is to create an emotional connection with the consumer. The story facilitates the  understanding of complex ideas and help people to relate to product through emotions. In same  cases, the consumer will not be able to differentiate if he continues to buy the product because  of the story or because of the product itself.

Application & Food Industry

Not all food brands can develop great stories to promote their products. But all brands, without  exception, need to explain to their clients who they are and what they do, and this is the core of  the brand story. Since in the food industry, the developments once the reach the market, can  be copied by the competitors rather easily, the story of each brand is unique and unrepeatable.

The story in the food industry, can show the public not only how the business works but also  why it exists and why consumers should choose it. Stories can make the difference between any  brand and a brand with meaning.

In developed countries and increasingly in developing countries, consumers make their  purchasing decisions more consciously every day. In addition, most consumers have read articles  from “food influencers” and news headlines that have shaped their opinion and influenced their  purchase. Therefore, using a narrative to create a strong and positive image is an absolute  necessity in the food and beverage industry today.  Also, with the rise of ethical consumption,  the need for brands to present themselves as responsible, authentic and sustainable is on the  rise.

I would like to point out the example of Leche Pascual. This company uses the day-to-day history  of its farmers to show their commitment to animal welfare. Their motto is “We don't make Milk;  milk is made by cows. That is why it is so important to us that all our farms have the animal  welfare certificate.”

In the storytelling, this company also includes from the beginning, the obtaining process of the  raw material, and the participation and collaboration of all the stakeholders: “All our farmers  wake up early and give their best every day of the year, to guarantee the welfare of the animals,  because the better the cow is, the better the milk will be.”

The  complete  advertisement  can  be  seen  through  this  link:

https://www.youtube.com/watch?v=2W2A1l98qVg

Insight & Conclusion

Nowadays, storytelling, has become a fundamental pillar in marketing strategies in the food  industry. It does not just consist of videos and expensive television advertising. In fact, the use  of this marketing technique is especially beneficial for the more modest brands that can see  how with an "inspirational" web design they can connect with the consumer without spending  huge amounts of money. There is no better format to apply storytelling and leave the imprint  of your brand, than the texts on your website and your blog.    Of course, good storytelling never compensates for a mediocre product, but all things being  equal it is, without a doubt, a factor that generates an advantage. A consumer will always  prefer brands with which they identify or admire.

