Customers are overwhelmed with options in today’s competitive food and drink industry. To be successful, businesses have to stand out, and build loyalty. Methods of brand activation offer the perfect opportunity!
What is Brand Activation?
In a nutshell, brand activation is about creating brand awareness, engagement, excitement, loyalty and memorability. The words “brand activation” are thrown around a lot in marketing, but essentially, it’s about making your brand known to consumers!
Often, brand activation takes the form of a one-off event – a smaller part of a larger brand marketing strategy. Examples include pop-ups, influencer meet-and-greets, immersive campaigns and interactive experiences.
Establishing a Strong Brand Identity
It’s crucial to have a watertight brand identity before activating your food brand. Doing so makes it much easier to communicate your business’s core values with your audiences! Your values also impact target demographics, design choices, and the tone of your brand activation.
Choosing The Method
There are many ways to activate your food brands, each bringing different benefits.
Interactive and Immersive Experiences:
With immersive experiences, you can really get creative! Some brands utilise temporary structures or build experiences to capture attention and build memorability.
In 2015, GoGo SqueeZ activated its branding with a vending machine resembling its star product, the applesauce snack pouch! When a button was pressed, the “Goodness Machine” launched “flying” applesauce snacks attached to parachutes for children to catch. As part of the brand activation, and to gain traction on tour, GoGo SqueeZ spread the word with #CatchTheGogo!
Statement Structures:
Many brands use statement structures or vehicles to create buzz and memorability. Often there is a crossover between these standout brand activation methods and the immersive experiences.
For example, in 2013, Subway set a sandwich-style blimp across Atlanta, Kansas City, Miami and Orlando as part of the “Subway in the Sky” campaign. A handful of lucky customers actually did enjoy a sub in the sky!
Another example is Hellmann’s Mayonnaise, which in 2023 utilised a statement vehicle in a campaign against food waste! The mobile brand activation involved a giant mayonnaise jar, driven across America in a glass-walled truck. The truck even featured in the Super Bowl, alongside its trending #MayoForMeals.
Pop-Up Shops and Restaurants:
Due to their temporary nature, pop-ups bring a sense of urgency and excitement that drives visitor numbers and sales. Because of this, they allow businesses to clear through stock, launch new products, foster brand awareness, enter new markets, and test product ideas.
A great example is PhD Nutrition, which activated its brand with an eye-catching pop-up display in Canary Wharf, a prime location for health-conscious professionals. Their presence allowed them to introduce new customers to their brilliant protein shakes through samples and sales!
Influencer Meet and Greets:
Meet-and-greet events or collaborations with influencers can help amplify a brand’s reach. Influencer marketing is particularly effective for products in niche industries like fitness, music, fashion, food and gaming! Influencers can help encourage sales and reach target audiences. Make sure the influencer you choose is trustworthy and has a positive reputation, as they will be associated with your branding.
Other Factors That Influence Brand Activation
Location
Before choosing your locations, conduct market research, and look at your demographic to determine which areas will have the greatest impact. For example, products directed to the wellness and fitness industries might benefit from shopping centres with gyms and yoga studios! Whereas luxury chocolate companies might benefit from an elevated department store in London.
Display and Visuals
Some brand activation types like meet and greets, in-person campaign presences and pop-up shops require a display, and the design must be impactful and memorable.
Quadrant2Design, a UK-based exhibition stand design and build contractor, can assist with this. They have over 20 years of experience in brand activation and can craft fantastic displays that make your brand stand out from the crowds!
Through the years, Quadrant2Design has assisted great brands with activation, including Virgin Holiday, Tesco Technologies, The Bank of England and PhD Nutrition.
For more information on Quadrant2Design, view their Video Reviews and Exhibition Stand Ideas.
Social Media
Lastly, create excitement and buzz on your social media channels by telling your customers all about your upcoming presence. Marketing your presence significantly affects the success of your brand activation.
Many brands use promotional offers ahead of the event to attract more customers. If influencers are a part of your marketing strategy, leverage their platforms to promote the event and attract a larger audience.
To Sum Up
Brand activation is a brilliant way to increase memorability, build customer trust and loyalty, gain traction, and reach target audiences. Immersive experiences and standout structures can help make a memorable impact, while samples and pop-ups can help brands reach new demographics and markets. If you’re thinking of activating your brand, get creative and speak to experts for advice!