Fisher Nuts, a century old company with less than 50% household penetration is attempting to boost its Millennial and Gen Z users with a new holiday campaign.
They believe that they can "teach new generations" to cook and bake and "remove younger consumers' nervousness around cooking with nuts." (Ellwanger, 2020)
Hmm. That's a pretty tall order. And it presumes that Mills/Gen Z are actually interested in learning to cook and bake - with nuts.
The campaign features this video depicting baking as a family bonding experience shared across generations...
https://www.youtube.com/watch?v=oTMybsootXc
The campaign also includes cause marketing. As this spot explains, for every #FisherTogether post Fisher will donate $30 to Meals on Wheels America...
https://www.youtube.com/watch?v=TF28sM2IGDo
On the ecommerce side, Fisher is running shoppable ads on Amazon, Instacart, Instagram and Pinterest.
Based on what you know about consumer behavior among Millennials and Z's, do you think this campaign will be successful? Does either of these generations cook/bake? Do they want to start?
Do you think men and women are equally likely to bake? Does it make sense to try to reach out to both genders in a single spot? Is the spot successful in doing so?
Would the video appeal to either Gen Z (ages 8 - 23) or Millennials (24-39) or both? If so, which group and why? Would Fisher be more successful if they focused on one generation instead of both?
What do you think about the #FisherTogether cause marketing campaign? Will this appeal to Gen Z? Millennials? Both?
Will the shoppable ads have an impact? Are the social media options suitable for the target? What changes would you make to the selections if you were the marketing manager?
Finally, do you think this campaign will be successful?
Ellwanger, S. (2020, November 17) Fisher Nuts Lures Younger Consumers With Recipes, Emotion. mediapost.com. Retrieved November 18, 2020, from
11 comments:
I think this campaign will be successful in promoting Fisher’s brand to the target audience with its nostalgic tone. During the pandemic, there are lockdowns that stop young people working in other places from staying with their families. Thus this campaign can raise emotional response and make them really miss their families. However, I think while a portion of Millennials will cook and bake, almost all the Gen Zs don’t. Besides the emotional response it raises, this campaign is not persuasive enough to make those that don’t cook/bake to start. Generally speaking, I think women are more likely to bake than men. I think it makes sense to try to reach out to both genders in one spot because both men and women can get emotional by watching this ad, but I doubt the effectiveness of this campaign to the male audiences.
Since almost all the Gen Zs don’t cook/bake, this video will probably appeal more to Millennials. Thus, I think Fisher would be more successful if they focused on Millennials instead of both Millennials and Gen Zs. I don’t think Fisher’s cause marketing campaign will work to either generations because of the severity of the pandemic. I think this campaign is not strong enough to persuade people to risk themselves during the current pandemic outbreak. I think the stoppable ads will have an impact to Millennials, especially on the social medias as these are the places people share their thoughts and feelings. If I were the marketing manager, I would make this campaign focus on Millennial women to make it more effective.
Overall, despite the effectiveness of this campaign is doubtful, but it will indeed be successful in promoting Fisher’s brand during the pandemic by raising people’s emotional responses.
Well this is a very idealistic portrayal of cooking! I do appreciate — and know consumers are looking for— cause marketing so the tie-in with the holidays makes sense.
Will this campaign be successful? I’m not sure. How many people are really going to run to a grocery store or add Fisher Nuts to their Amazon cart after seeing this ad. Is one type of pecan, for instance, any better than another? Unlike other nostalgic holiday companies (i.e. the McCormicks, Pillsbury, Honeybaked Ham), Fisher doesn’t have a solid ‘must-have’ brand reputation.
This Fisher Nut ad from 2017 (https://www.ispot.tv/ad/wyIi/fisher-nuts-something-special-feat-alex-guarnaschelli) features a food personality, Chef Alex Guarnaschelli. I actually do remember this ad, but probably not for the reason Fisher was hoping for — I thought it was a strange influencer partnership for the brand and for Alex…
As far as including multiple generations in one ad, I think it is successful. Whether or not it will translate to sales across Gen Z and Millennials is another story. The #FisherTogether cause marketing campaign is a start in the right direction, and I think consumers who are already interested in baking may buy Fisher Nuts for this reason. That said, I hope the actual product mentions the donation as well.
I think Fisher would be more successful if they only focused on Millennials. Gen Z is the newest generation to be named and they are between 8-23 years old. I have to say some young people are rebellious and they haven’t realized that family is imperative to them. The first campaign describes baking as a family bonding experience. I believe Millennials have more interest in baking and they care more about families. I don’t think Gen Z either cook or bake, they are influenced by the “quick fashion”. Let’s talk about gender, it really depends. I used to think that females are more interested in baking, however, I do know that some of my male friends like to bake and it can make them relaxed. The #FisherTogether marketing campaign would appeal to both generations. Social media options are suitable for the target audience, and they do believe in the influences of social media.
Zhengbiao Ji
Generally speaking, gen-Z and millennials are fiscally conservative and socially liberal. They are also tend to be independent and self-sufficient, and identify with brands that have positive values (Dairi Concepts, 2019). Gen-Z and millennials live in a world where there are generally more food choices and options available to them than previous generations. With this in mind, they are one of the most likely generations to embrace cooking. Even then, the fact that food choices are more available means restaurants have also expanded their menus, and members of generation Z now have more choices and at more affordable prices (Maynard, 2019). This has resulted in a generation that has considerable interest in cooking, yet still spends a considerable amount of time eating out. While the message and channel in the video might therefore be well-placed to focus on gen-z and millennials, this video might note necessarily be convincing, as it does not necessarily have people that the gen-z can identify with.
Xinhu Chen
“Fifty-three percent of Gen Z enjoys cooking. Twenty-six percent make most of their own food, and 71% “would love to learn how to cook more.” (Dairy Farmers, 2019).
“67% of Gen Z prefer eating a meal prepared by themselves or someone else at home” (Recipe Guru, 2019).
Based on these statistics I think this campaign is a great idea. 71% of people from this generation are willing to learn how to cook which is a good number to work with. A while back the number of men cooking was very low but nowadays there is an increase in the number of men showing interest in cooking which could be a great reason for this campaign to target men. Reaching out to both genders is not a bad thing but you are likely to get better results by picking one group and seeking the best ways to address their needs. I think Fisher would be more successful by focusing in Gen Z. This is because though both groups are likely to enjoy baking at the same percentage (41%), in a bake off Gen Z was seen to be more competitive and energetic (Miller, 2019). People will mostly enjoy baking in order to attain that sense of achievement which I believe will bring a lot of Gen Zers on board. The cause marketing is likely to appeal to Gen Z who are more into a brand that connects to them emotionally through a strong narrative. Social media will be a great tool to reach out to either the generations. If I was a marketing manager, I would consider focusing my target to one group that is Gen Z men.
Dairy Farmers of America. (2019). Gen Z Eating Habits & Food Trends You Need to Know (2020). Retrieved from https://dairiconcepts.com/trends/gen-z-eating-habits/#:~:text=Fifty%2Dthree%20percent%20of%20Gen,top%20their%20list%20of%20favorites.
Recipe Guru Team. (2019). Three Surprising Gen Z Statistics That Will Influence the Future of Cooking. Retrieved from https://www.therecipeguru.com/post/2019/04/12/three-surprising-gen-z-statistics-that-will-influence-the-future-of-cooking
Miller, V. (2019). Bake-Off: Why is baking not only captivating Millennials but Generation Z? Retrieved from
https://www.shoutoutuk.org/2019/09/02/bake-off-what-is-it-about-baking-that-has-captivated-millennials-and-generation-z/
Xiaoyu Zheng
I don't think neither of these ads is successful reaches out to the target market, and it would be difficult to persuade them. I don't think millennials and gen Zers are interested in cooking with nuts in the first place, and also, the first ad does not excite me or make me want to bake with nuts. People might have some experience cooking or baking with grandma, but how many have experience baking with nuts? I think the ad tries to appear to the target market's emotion and bring nostalgia feeling, but I am not sure how many people's emotions would be triggered by this ad. It is a particular message and memory, so it might be hard for many people to relate. For the second ad, I cannot really tell or follow the story. Why cake with nuts? What is the relation between the cause and the products or the message in the ad? I think the message is too vague, making it hard to understand the ad's concept.
Overall, I am not sure if these ads will reach out to the target demographic effectively.
Masa
I think the campaign will be successful as most Millennials know about cooking while Gen Z’s have a problem adapting to the cooking or baking life. However, some want to start cooking while others rely on already done meals. I think men know how to cook but they tend to leave the duty to women. It is okay to make an advertisement targeting both genders in a single spot as those interested in baking will find the sense to do it. The video would appeal to Millennials as most of Gen Z’s are less interested in cooking and baking. Fisher would be more successful if they focused more on Millennials as that generation is available and curious about cooking and trying out many things unlike the Zs’ who want to relax and get things done for them. The social media are suitable for the target as many Millennials and Gen Zs are online and spends a lot of time on social media. I think that the campaign will be successful only if they target a large percentage of Millennials than Gen Z.
Considering covid-19 baking was a hobby a lot of people were doing during lockdown and quarantine. I think based on our class discussions and all of the material we have cover; gen z is a very diverse population. Regardless of gender, I think this campaign can be successful. The only downside to this can be allergens. They should focus more on gen z.
Rairis Morrobel
I personally think this campaign would work because the way they made a transition between older generation and Millennials Gen Z clearly says that regardless of generation gap the emotional attachment will keep the product going. For example Gen Z and Millennials will think "I want to try something that my grandma had or I want to experience the taste". And research have found that people over 65plus are more active on social media and Millennials and Gen Z are also on social medias which will make the product a successful campaign.
First and foremost, this was one of the best commercials I’ve seen and feel emotionally connected to. I too, worked in the kitchen a lot with my grandmother, and hearing that something was done perfectly was like icing on the cake. “Cooking a dish or even a whole meal from scratch with grandkids offers benefits beyond just the tasty results” and build the relationship you have with one another (Pruess, 2016). As a millennial, I believe that this campaign was successful, emotional but successful. As we know the “strongest memories are associated with emotion” (Lehrer, 2020). There’s no doubt in my mind that this campaign made the impact it intended to make.
Now that a temporary normal of being at home is being practiced all over the world I don’t see why Gen Z wouldn’t want to also cook from home, if not learn how to cook. Who better than our parents, or even grandparents? As for who might be interested in baking, my immediate response is that it is likely that women are likely to bake, but there’s a part of me that says both men and women are definitely active in their kitchens these days. Making “real” food can be a small antidote to our national fast-food mania, offering insight into the origins of ingredients and the cooking process (Pruess, 2016). Cooking from home might even help Gen Z students studying or keeping math in mind and making math fun.
I believe both campaigns were successful in capturing the moment of cooking, baking with or for your loved ones conjures feelings of thoughtfulness, and wonder how it feels to do so. I’m not sure if it’ll apply to the younger half of Gen Z but I think it would be a nice reminder for the latter half of ages in the Gen Z generation to be with family and begin new traditions while you have the time to do so. The ads appeal to all generations and serve as insight or a reminder that “sharing kitchen activities along with recipes and stories helps bring together generations” (Pruess, 2016).
I wouldn’t make any changes! I even watched the first ad more than just once.
References:
Lehrer, P. (n.d.). Chapter 5, Emotions. In Speak First. Repeat Often.Pruess, J. (2016, July 26). Why Cooking With Your Grandkids Matters. Retrieved November 24, 2020, from https://www.nextavenue.org/why-cooking-your-grandkids-matters/
Jonathan Antoshka
I’m not sure if its just me noticing the race card they’re triggering. I think women like to be in the kitchen more than men- but just because of the generational curse that mandated women to be in the kitchen. I don’t think either generation bakes often. Fisher would be more successful if they focused on one generation instead of both because “”when you try to talk to everyone you talk to no one” This add made me believe it was towards older women (including) grandmas that want to have an activity with their kids or grand children.
Lorie
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