31 / 40
EVERYONE LIKES A
Good Story
S
ince ancient times, storytelling
traditions have provided
the foundation for human
communication and connection.
Stories about our foods and
the people who produce them connect us
emotionally to the brands, manufacturers
and retailers we choose. Relationships with
products are becoming more portable,
seamless and honest.
Consumers are increasingly being romanced
by the stories that products are telling about
their origin, ingredients or inspiration.
Memorable stories enable consumers to fill
in the knowledge gaps they may have about
how products are produced, sourced and
sold – detailing a product’s journey from the
farm to the table.
Embracing and highlighting stories
about diversity can also forge emotional
connections with consumers.
For example, advertising and marketing
messages featuring models and actors who
accurately represent the consumer base will
do a better job of reaching more individuals.
Brands and businesses can take note and
benefit from continuing to develop diversity
in communication efforts. As the notion of
diversity becomes one that marketers and
companies are embracing and using more
often when showing visual representations
of consumers, the very definition of diversity
seems to widen.
For example, the Female Farmer Project is a
photography series by Audra Mulkern that
aims to give a more authentic face to the
U.S. farming community. The project began
as a “farm-to-table documentation” aimed
at countering the “white men in overalls and
straw hats” farmer cliché by showing who is
actually behind people's produce (hint: it’s
often women). This is bound to speak
to consumers, especially because many
people are sensitive to whether or not
models and actors in ads look like them
or look “authentic.”
HOW STORYTELLING CONNECTS CONSUMERS
WITH RETAILERS AND BRANDS
By Patty Johnson
Global Food & Drink Analyst
Mintel
Continued on page 32 ▶
31
ALABAMA GROCER |