Will this campaign from Fisher persuade Mills and Gen Z to cook with nuts?

 

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

https://www.mediapost.com/publications/article/357891/fisher-nuts-lures-younger-consumers-with-recipes.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=120484&hashid=ybq2buULrntyGS6NfbELk0afrrI

 

 

 

 

When Covid-19 ends, will you go back to shopping in stores?

Not surprisingly, in a recent survey 67% of Americans say they plan to do their holiday shopping online this year. (Schultz, 2020)

 

But prior to Covid-19, 92% of retail purchases were made offline. 

 

The number one reason - wanting to touch and feel items before buying.  But the desire for instant gratification was nearly as strong.

 

(Rekuc, 2020)

 

Still retail was on the decline prior to the start of the pandemic and many iconic brands including Lord & Taylor, Brooks Brothers and Neiman Marcus have declared bankruptcy over the past year.

 

So what does the future hold for retail? 

 

Perhaps Levi's has the answer.  Much like Nike, they had begun to move toward DTC over the past few years.  But with the onset of Covid-19 they went a step further and converted their stores into mini distribution centers to facilitate curbside pickup. (Nishimura, 2020)

 

A few years back Macy's tested stores that had only sample items on display.  Customers could see, feel, touch and try on items that interested them and then place their orders which were shipped to their homes.

 

Would either of these options interest you?  Are you looking forward to shopping in stores again?  Or will you continue to buy more things online now that you have gotten used to it?  Which ones and why?  

 

Where does retail therapy come into the picture?  Will overnight shipping satisfy your craving for instant gratification?  What about the other reasons listed above?  Will they have any impact on your choices?

 

 

Schultz, R. (2020, November 10)  Over Two-Thirds Of Consumers Plan To Shop Online This Holiday Season: Study.  mediapost.com.  Retrieved November 11, 2020, from

https://www.mediapost.com/publications/article/357696/over-two-thirds-of-consumers-plan-to-shop-online-t.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=120405&hashid=NP_mYr1corR1rsVdWTtA9zohHug

 

Rekuc, D. (2020)  Study: Why 92% of Retail Purchases Still Happen Offline. ripen.com.  Retrieved November 11, 2020, from https://ripen.com/blog/ecommerce_survey

Nishimura, K. (2020, November 10)  Levi's Leaders Reveal Most Effective Pandemic Pivots.  sourcingjournal.com.  Retrieved November 11, 2020, from

https://sourcingjournal.com/denim/denim-brands/levis-omnichannel-stores-iab-brand-disruption-summit-dtc-harmit-singh-243888/