Category
Fashion
Smile Cosmetics
Trend cluster
Category
Digital Dining
Marketing
Food brands tie in social media to push the social aspect of eating.
4.2
Trend score
Trend
What is the Digital Dining Marketing trend?
Digital Dining Marketing: Capitalizing on the social nature of eating, food brands are using social media in both marketing and interactive campaigns to reach consumers and even bring people together in some cases. Whether integrated into the product itself or as part of a campaign, this shift reflects the way in which in-person social activities are moving online.
Trend themes
Themes within the Digital Dining Marketing trend
Three behaviours holding the trend together01
Social Media Integration and Dining
Capitalizing on the social nature of eating, this trend shows how social media is becoming integrated into dining marketing and interactive campaigns, both as a way to reach consumers and bring people together.
02
Hunger Awareness Campaigns
Food-related campaigns promoting hunger awareness and food shortages, bringing attention to the millions of people that go hungry each day from all over the world, show how social media can be used to create meaningful change in society.
03
Social Media Sensors and Tweeting Food
This trend shows how social media can be used to make statements and be a creative outlet, with contraptions not necessarily designed for practical application in the real world, but catering to the obsessions with food, over-sharing and providing a voice to inanimate objects.
Industry implications
What the Digital Dining Marketing trend means for industry
Where the trend changes the playbookFor
Social Media Marketing and Interactive Campaigns
This industry can leverage social media to create brand awareness and increase customer engagement through various campaigns that enhance the social aspect of eating such as live tweeting during a TV commercial to win a chance for celebrity-made meals.
For
Food & Beverage Advertising and Promotion
This industry can create culturally-relevant campaigns that drive the narrative, brand recognition, and awareness, for example, through campaigns that reiterate nostalgia and the origin stories of signature dishes such as the ones by Popeyes.
For
Charitable or Socially Responsible Marketing
This industry can expand to create campaigns like Unicef's that raise awareness or provide value to millions of people worldwide who could potentially benefit from such digital campaigns without losing sight of the social aspect of eating.
Trend signals
Trend signals for Digital Dining Marketing
Trend score 4.2 out of 10, from popularity 76%, activity 42%, freshness 8%.
Popularity76%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Digital Dining Marketing trend
6 featured examples from Oct 29, 2012 to May 14, 2015CategoryMarketing
Romantic Food Pairing Ads
A.1. Sauce Recaps the Up and Down Relationship Between Steak and Sauce
Opportunities for disruptive innovation lie in the creation of novel and interesting food and sauce pairings to engage customers.
CategoryTech
Automatic Tweeting Aprons
Apron Alert Automatically Updates Your Feed with Your Cooking Status
The integration of smart technology in kitchen appliances aligns with the broader trend of creating a connected and automated smart home ecosystem.
CategorySocial Good
Hunger Awareness Campaigns
Unicef's Food Photos Save Lives Campaign Shares on Food Shortages
Nonprofit organizations can use these tactics to create engaging campaigns and raise funds.
CategoryMarketing
TV-Tweeted Dinner Invitations
Coca-Cola's 'Let's Eat Together' Ad Invites Diners Over with the TV
Opportunities for food and beverage brands to innovate with social media.
CategoryUnique
Tweeting Food Sensors
This Twitter Food Sensor Shares a Tweet with Every Bite
Opportunity to create unique and interactive food experiences that appeal to the tech-savvy and social media-driven consumer base.
CategoryMarketing
Signature Dish Digital Campaigns
These Popeyes E-Cards Celebrate the Brand's National Biscuit Day
Fast food brands can leverage digital campaigns during the holidays and celebrations to engage with younger consumers
