# Branded Competition Food brands curate in-person competitive experiences. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Dec 26, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-competition ## Key Figures - Trend score: 2.2/10 - Evidence articles: 5 ## What is the Branded Competition trend? **Branded Competition:** With cooking competitions on TV being immensely popular, food brands are taking note by curating their own in-person experiences that are based in competitive cooking or baking. These experiences play on the popularity of food-related entertainment. ## The consumer insight behind the Branded Competition trend When it comes to engaging with brands, young consumers in particular prioritize experience and social media shareability. These demographics prefer authentic brand messaging and interactions because that's what they've become accustomed to on social media, and seek out brands that cater to their more playful preferences. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 18, 2016 to Jan 18, 2019 - Published: Dec 26, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Branded Competition trend ### Branded Cooking Competitions Food brands curate in-person competitive experiences based on cooking and baking competitions. ### Social Media Shareability Young consumers prioritize experience and social media sharability when engaging with brands. ### Authentic Brand Messaging Demographics seek out authentic interactions with brands and messages. ## What the Branded Competition trend means for industry ### For Food and Beverage Industry Opportunities around branded cooking competitions and products for young consumers. ### For Travel and Hospitality Industry Creating highly shareable experiences for young audiences and social media friendly content, such as food cruises. ### For Gaming Industry Collaborating with other popular or nostalgic games to increase sales or offers, such as Jump Force and Cup Noodles contest. ## Workshop question Conceptualize a competitive consumer experience that your brand could curate. ## Trend signals for Branded Competition Trend score 2.2 out of 10, from popularity 31%, activity 27%, freshness 8%. - Popularity: 31% - Activity: 27% - Freshness: 8% ## Examples of the Branded Competition trend 5 featured examples from Aug 18, 2016 to Jan 18, 2019. - [Single-Day Pop-Up Bakeries](https://www.trendhunter.com/trends/popup-bakery): Strongbow Dark Fruit Honours Its Fans in Manchester with a Tasty Treat (Category: Marketing) Implication: Chance for food and beverage brands to collaborate with popular shops and offer unique, infused treats to attract customers. - [Cereal Brand Baking Competitions](https://www.trendhunter.com/trends/holiday-baking-challenge): Kellogg’s Just Hosted Its First-Ever Holiday Baking Challenge (Category: Pop Culture) Implication: The food and beverage industry can capitalize on using cereals as versatile ingredients and explore collaboration opportunities with cereal brands for mutually rewarding contests. - [Ramen Noodle Brand Getaways](https://www.trendhunter.com/trends/jump-to-japan-sweepstakes): Cup Noodles' 'Jump to Japan Sweepstakes' is Sending Two Fans to Tokyo (Category: Marketing) Implication: Food brands will use sweepstakes as a new way to drive sales and engagement with their products. - [At-Sea Cooking Competitions](https://www.trendhunter.com/trends/worlds-largest-cheeseburger): Carnival Cruises Created the World's Largest Cheeseburger at Sea (Category: Lifestyle) Implication: Cruise lines can benefit from creating unique food competitions and partnering with well-known brands to target younger customers and create social media buzz. - [Rice-Oriented Cooking Contests](https://www.trendhunter.com/trends/rice-to-the-occasion): The 'Rice to the Occasion' Contest Involves Minute Rice Recipes (Category: Marketing) Implication: Opportunity for food and beverage companies to leverage recipe contests to increase brand awareness and engage with consumers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)