When it comes to food and beverages, getting people to try something new can sometimes be a challenge. Consumers tend to know what they like, maintain firm brand loyalties, and are reluctant to take a risk when encountering a new product in their shopping aisle.
But, what if there was a way to encourage people to try something new in the safety of a meal experience they already know and love? What if they could choose to try a new product for free, knowing it’s being served by a chef they trust?
Welcome to On the Menu activations.
This activation type integrates a food or beverage sample into the context of a trusted provider like a cafe, restaurant or meal delivery box, giving brands a unique opportunity to break down barriers to trial and connect with highly-engaged consumers.
Beyond just a sample
Where traditional sampling offers a stand-alone product trial, On the Menu integrates the product into a special menu item or recipe. This gives people a real, first-hand glimpse of the product in action, opening their minds to the possibilities of how they might integrate it into their own lives. It also leverages the trust and influence that established hospitality providers have with their customers, creating a channel for brands to reach people that might otherwise not try their product.
Building trust through association
Like all Brandcrush activations, On the Menu taps into the power of brand association. This association means that consumers will naturally assume there to be similarities between the place/business and the product being marketed. In the case of On the Menu, this means that consumers take their existing beliefs about a trusted, established restaurant or meal service and transfer these beliefs to the brand being showcased. Through this association, otherwise unknown brands can jump immediately into a trusted relationship with new consumers.
Get Creative
There are countless ways this activation type could be used. You could pair your product with an established menu item at your favourite cafe (great for beverages or condiments) or, have a “special” menu item designed to showcase your product as the hero ingredient. You could run a full menu-takeover, or host a pop-up or other creative brand experience to launch your new product within the venue.
Drive conversion
Running an On the Menu activation is also a great way to integrate an experiential component to a broader marketing campaign. You could include a discount coupon for anyone who orders the On the Menu item to encourage in-store purchase, incentivise product reviews, or run a social sharing competition.
Here to help!
Let your creativity run free, or talk to our experienced brand team for ideas on different ways we could bring your food product to life.
We have hundreds of food services now on our platform ready for On the Menu collaborations, and our platform has been designed to allow a diverse range of activities to be booked.
Search using the “On the Menu” activation type as a filter to start browsing hundreds of opportunities today.
