Parsley Box is a company that delivers ready meals that are nutritious, quick, and easy to prepare. The company recently launched a performance brand campaign to educate people about its products and to attract more customers with a focus on the aging consumer who is now spending more time at home due to the pandemic and its lasting effects on culture. The campaign used a mix of short and long-form ads in news brands, as well as a TV advertisement series featuring some of its customers sharing their stories. The campaign also offered £10 off the first order for new customers who spend over £50.
The campaign aimed to appeal to the older generation by highlighting the benefits of Parsley Box’s meals, such as their long shelf life, their variety of flavors and cuisines, their convenience and simplicity, and their nutritional value. The campaign also emphasized the trust and credibility of Parsley Box as a brand that understands the needs and preferences of its target audience. The campaign used testimonials from real customers who expressed their satisfaction and gratitude for Parsley Box’s service and products. The campaign also leveraged the power of news brands as a trusted source of information for older consumers who value factual reporting.
Senior-Focused Meal Kit Campaigns
Parsley Box is Emphasizing its Value to the Stay-at-Home Family
Trend Themes
1. Aging Consumer Meal Kits - Opportunities for meal kit companies to create ready-to-eat meals with a long shelf life and a focus on nutritional value and convenience for older consumers who are spending more time at home due to the pandemic.
2. Performance Brand Campaigns - Opportunities for companies to highlight the health benefits and convenience of their products in performance brand campaigns that feature real customer testimonials and leverage the trust and credibility of news brands as a source of information.
3. Personalization in Meal Kits - Opportunities for meal kit companies to offer personalized meal plans and flavors tailored to the unique needs and preferences of older consumers who may have specific dietary needs or restrictions.
Industry Implications
1. Meal Kit Industry - The meal kit industry has an opportunity to focus on the aging consumer demographic by creating unique offerings and campaigns that cater to this market segment.
2. Performance Advertising Industry - The performance advertising industry has an opportunity to partner with meal kit companies to create campaigns that highlight the health benefits and convenience of their products.
3. Food and Beverage Industry - The food and beverage industry has an opportunity to create and market nutritional meal options specifically tailored to the needs and preferences of older consumers who are spending more time at home due to the pandemic.