This was a consumer reaction to the Heinz Bean Amnesty campaign, quoted by Greg Nugent in his presentation at BOBT.
His point (from my now rather hazy memory of the presentation) was that brands are fooling around with trivial ‘ideas’, like the beans amnesty, when there are real issues out there that are better, more worthwhile or would be more productive to be associated with. Things like climate change, food miles & food labelling, waste in packaging, recycling etc. That the future is about status of a different kind status - environmental credentials.
I think that’s going to be tough. For brands, trying to offer more than just a product, trying to find an idea that’s believable and ‘fits’, is not going to be easy, no matter how relevant, important or juicy the topic.
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