MSLGROUP defines six communication drivers of F&B industry

Based on the need for a transformative communications model in the modern food and beverageindustry, MSLGROUP has unveiled Six Communication Drivers for Winning Share of Mouth in the Conversation Age.  

The drivers –distilled from the expert opinions of top foodindustry communications experts inside and outside the firm - are supported by secondary research.  They are outlined in the latest People’s Insights Series, The Future of Food Communications: Winning Share of Mouth in the Conversation Age, that provides a deep look into future food and food communications that are also relevant to the Sri Lankan market. In Sri Lanka MSLGROUP which is a part of Leo Burnett, handles a vast and diverse portfolio of clients including multi-nationalsand major local companiesin the food and beverage sector.

According to Pascal Beucler, Chief Strategy Officer, MSLGROUP, “In order to succeed in the conversation age, food and beverage brands needto rely on a contemporary mix of communications techniques from powerful visual stimuli to social influence at scale, as well build an attractive brand reputation, a brand narrative that delivers modern appetite appeal, a health and wellness story and a strongconnection to culture.”

MSLGROUP has organized the Six Communications Drivers into a new diagnostic total that is the centerpiece of how itassesses and organizes the communications activities of food and beveragecompanies and brands.

“These drivers can help food and beverage brands profitably balance their communications,” said Steve Bryant, Managing Director, MSLGROUP in Seattle and one of the global agency’ stopfood experts. “They are the beginning of an important dialogue about how the latest communications practices, platforms and channels can be strategically deployed to maximize revenue.” 
Through opinion piecesfrom experts at MSLGROUP and in the food industry, The Future of Food Communications highlights key takeaways, whichinclude:
Food in the conversation age is about more than just food
Food choices and preferencestodaydepend on a multitude of factors, includingpeerrecommendations, personalethicalconcerns, specifichealthneeds, and cultural relevance, amongothers. Food companiesneed to understand and respondwithprecision engagement to effectivelywinshare of mouth.
In the Fourth Industrial Revolution, food companies need to ensure trust
With increasing awareness of the broad impact of our food choices, consumers and activists areseeking and sharing information about what goes into their food. Proactive transparency are required to ensure consumer trust and advocacy.

Food brands need to be where the consumers are – literally and figuratively 
Food habits have evolved dramatically– sit-down meals are increasinglyreplaced by on-the-go snacking. The connectedconsumers of today require brands to reachthemwherethey are – physicallyas well as mentally. It’s as much about accessibility as itis about strategic, timely communication.
Food companies need to carefully communicate the high-tech future of food
Technology holds great promise in food innovation, yet it is essential for the foodindustry to powerfully communicate the benefits, explaining new technologies, cultivating trust in unseen innovations, and popularizing new ways of eating, especially at a time when consumers value the apparent simplicity of natural, farmfresh foods.To successfully steer this conversation, food and beverage brands can highlight themes of transparency, innovation, personalization and mobility.
Summing up the report, Bryant concluded : ″Consumers today seek a seemingly paradoxical all-natural, yet high-tech future of food. For marketers, that’s a caution to revisit their communication plans, understanding what key factors now drive consumption and revenue.″