Branding cultivated meat - Siena Dexter and Lauren Tracht
Jan 4, 2024
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Branding experts Lauren Trakht and Siena Dexter discuss positioning cultivated meat in supermarkets, the significance of human connection and community in marketing, alternative branding strategies inspired by La Croix and Juicy Marbles, affordability and effective marketing techniques for cultivated meat, and targeting a wider range of demographics for its marketing.
Positioning cultivated meat as a third option alongside vegetarian and traditional meat, requires understanding consumer motivations and preferences, with marketing efforts focusing on taste, cost, convenience, and health factors.
Government support, funding, and legislation are crucial in paving the way for cellular agriculture, while marketing strategies for cultivated meat should be built around consumer needs, emphasizing taste, cost, convenience, and health, and creating community engagement through events and brand loyalty.
Deep dives
Cultivated meat faces challenges in consumer acceptance
Selling cultivated meat to the broader public is expected to be challenging due to factors such as consumer choice and price point. Positioning cultivated meat as a third option, alongside vegetarian and traditional meat, requires understanding consumer motivations and preferences. Convincing the public to choose cultivated meat will involve addressing concerns related to taste, cost, convenience, and health. Marketing efforts should focus on creating community, hosting engaging events, and normalizing the product. Government support, funding, and legislation are crucial in paving the way for cellular agriculture.
Marketing techniques for cultivated meat
To effectively market cultivated meat, extensive market research should be conducted to understand consumer hesitations and preferences. Building marketing strategies around consumer needs and positioning the benefits of cultivated meat as an alternative to traditional meat are crucial. Emphasizing taste, cost, convenience, and health factors should be the focal points. Creating engaging events and tapping into communities are potential marketing techniques to establish brand loyalty and acceptance.
The role of government and industry in cultivating acceptance
Industry and governments need to collaborate and support cultivated meat through funding, legislation, and market endorsement. Government approval can provide consumers with assurance regarding the safety and quality of cultivated meat. Consumer acceptance can be accelerated by normalizing the product and promoting its benefits in comparison to traditional meat. Societal and cultural shifts are also important in shaping consumer attitudes towards alternative proteins.
Psychological and social considerations
Consumers' decision-making regarding cultivated meat is influenced by various psychological and social factors. Understanding consumer preferences, such as the desire for human connection and community involvement, can be leveraged in marketing campaigns. While some individuals may resist change or have preconceived notions, targeting flexible demographics and highlighting the advantages of cultivated meat can broaden acceptance.
Alex talks to two branding experts to get the insights on how industry should be selling cultivated meat to the public. Will they need to be tricked into eating it?
This is a must hear for anyone interested in the future of the industry - who will eat it and why they will want to eat it?