Food and Instagram go hand-in-hand, as one of the most popular hashtags on the photo- and video-sharing platform is #foodporn, with nearly 150 million posts—and Knorr decided to appeal to the platform's ever-growing foodie community with its Eat Your Feed campaign.
With Eat Your Feed, Instagram users are able to connect their account, have it analyzed and let the tool suggest personalized recipes based on the content shared to one's feed; as such, Knorr is calling this the "world’s first Instagram-powered restaurant."
As well as being able to engage with the online tool, foodies will have the chance to visit an in-person pop-up in London to sample a variety of refreshments that are prepared with Knorr's products.
Socially Inspired Recipes
Knorr's 'Eat Your Feed' Matches Meals to One's Instagram Posts
Trend Themes
1. Instagram-powered Restaurants - With platforms like Instagram growing, this presents a disruptive innovation opportunity for businesses to use AI and social media to connect with customers and offer personalized experiences.
2. Social Media-driven Recipes - As social media usage increases, there are opportunities for food-related businesses to leverage digital tools like Instagram to connect with consumers and provide customized recipes based on their online activity.
3. Pop-up Experiences - The popularity of in-person events presents an opportunity for businesses to create unique and memorable experiences for consumers by creating pop-up events or activations.
Industry Implications
1. Food and Beverage - Companies in the food and beverage industry can leverage social media channels to connect with consumers and offer customized recipes based on their online activity.
2. Social Media - Social media companies can continue to develop AI-based tools to analyze user data and offer businesses unique ways to connect with their target audiences.
3. Event Planning - Businesses that specialize in event planning can capitalize on the growing trend of pop-up experiences by creating memorable and unique events for brands and consumers.