Brands highlight the natural origins of food and bev products
Implications - As brands work hard to create a positive connection between a food product and natural cultivation, many are launching virtual reality campaigns that provide consumers with a firsthand experience of the spaces in which ingredients are harvested. In addition to highlighting the continued success of multi-sensory campaigns, this progression underscores the modern expectation of transparency when it comes to the origins and makeup of any given commodity.
Workshop Question - You're asked to design a VR experience that shows consumers the nitty gritty behind your brand. What does that experience look like? What makes it engaging and informative for consumers?
Trend Themes
-
Virtual Reality Transparency — Brands are launching virtual reality campaigns to provide consumers with a firsthand experience of the spaces in which ingredients are harvested, highlighting the modern expectation of transparency.
-
Multi-sensory and Immersive — Many brands are developing multi-sensory and immersive campaigns, such as virtual and augmented reality experiences, to create a positive and memorable connection between a product and its natural cultivation.
-
Omnichannel Campaigns — Brands are leveraging omnichannel campaigns to create engaging campaigns that speak to the health and wellness concerns of modern consumers and promote brand transparency across various mediums.
Industry Implications
-
Food and Beverage — The food and beverage industry can leverage these trends to improve brand transparency and connect with consumers through immersive experiences.
-
Agriculture and Farming — The agriculture and farming industry can leverage virtual reality and multi-sensory experiences to showcase the origins and cultivation of their products and promote sustainable farming practices.
-
Retail and Shopping — The retail and shopping industry can leverage omnichannel campaigns to provide consumers with a seamless and engaging shopping experience, while promoting brand transparency and social responsibility.
