# Indulgent Marketing Food services turn to excessive activities for uninhibited exposure. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Aug 15, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/indulgent-marketing ## Key Figures - Trend score: 4.6/10 - Evidence articles: 4 ## What is the Indulgent Marketing trend? **Indulgent Marketing:** Taking a more uninhibited approach to marketing, brands and food services are offering consumers the chance to engage in spontaneous and shockingly indulgent activities. Providing contests and events that encourage messy and crude behavior, these marketing tactics reflect a rise in more casual consumer-brand engagements. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 31, 2013 to Aug 13, 2014 - Published: Aug 15, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Indulgent Marketing trend ### Excessive/Uninhibited Activities Brands and food services are offering consumers the chance to engage in spontaneous and shockingly indulgent activities in their marketing tactics. ### Eating Contests Eating contests are becoming a popular way to promote food brands and engage with customers in a fun way. ### Ugliest Cake Contests Ugliest cake contests are gaining popularity and have become a quirky way to show off creativity and humor in baking. ## What the Indulgent Marketing trend means for industry ### For Food and Beverage The food and beverage industry benefits from engaging consumers in fun, unique, and memorable ways. ### For Marketing and Advertising Marketing and advertising professionals can gain inspiration from campaigns that offer spontaneous and shocking experiences. ### For Entertainment The entertainment industry can explore new ways to use food and games to create memorable experiences for audiences. ## Trend signals for Indulgent Marketing Trend score 4.6 out of 10, from popularity 73%, activity 56%, freshness 8%. - Popularity: 73% - Activity: 56% - Freshness: 8% ## Examples of the Indulgent Marketing trend 4 featured examples from Oct 31, 2013 to Aug 13, 2014. - [Ugliest Cake Contests](https://www.trendhunter.com/trends/ugliest-cake-contest): Susan Quick is the First Place Winner with a Cat Litter Cake (Category: Lifestyle) Implication: Disruptive innovation opportunity: Bakeries can customize their offerings to include funny tribute cakes and unconventional designs, catering to customers seeking unique and stand… - [Poutine-Eating Contests](https://www.trendhunter.com/trends/smokes-poutinerie): This Poutine-Eating Contest Was Sponsored By Smoke's Poutinerie (Category: Marketing) Implication: Restaurants and food brands can explore new promotional strategies and event sponsorships to attract customers and gain brand exposure. - [Cake Bobbing Campaigns](https://www.trendhunter.com/trends/jaffa-cake-fans): To Promote Its New Flavors, Jaffa Enlisted Jaffa Cake Fans to Try Them Out (Category: Marketing) Implication: Exploring new ways to showcase and introduce new flavors in the market. - [Crimefighting Eating Contests](https://www.trendhunter.com/trends/doughnuteating-contest): This Doughnut-Eating Contest Was Held to Tackle Crime (Category: Marketing) Implication: Opportunity for law enforcement agencies to organize engaging events that bridge the gap with the community they serve. ## 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)