Ad Spend on the Rise as Home Dining Surges, Claims Doug Martin, Chief Brand Officer at General Mills
In the wake of the COVID-19 pandemic, many industries have experienced drastic shifts in consumer behavior. One such industry that has seen significant changes is the food industry. As people around the world have been forced to stay at home, the number of individuals dining out has significantly decreased. However, this shift has proven to be a boon for the advertising industry, particularly for those targeting food and beverage brands.
According to Doug Martin, the Chief Brand Officer at General Mills, ad spend is growing as more people opt to dine at home. General Mills, a multinational food company that owns popular brands like Cheerios, Pillsbury, and Yoplait, has witnessed firsthand the shift in consumer preferences. Martin believes that this change presents an excellent opportunity for food and beverage brands to engage with their customers through advertising campaigns.
Traditionally, food and beverage brands have relied on in-store promotions or out-of-home advertising to target consumers. However, as the pandemic has limited people’s activities outside the home, brands are now exploring alternative ways to reach their audience. This has led to a surge in digital advertising expenditures, as brands are redirecting their resources toward online platforms.
With people spending more time at home, consumers are increasingly turning to the internet to seek recipe inspiration, grocery recommendations, and meal planning ideas. This shift has opened up new avenues for food and beverage brands to connect with consumers through various online platforms. By leveraging targeted advertisements, brands can not only promote their products but also provide consumers with valuable content, such as recipes and meal suggestions.
Doug Martin believes that the increase in ad spend is driven by brands’ recognition of the importance of maintaining relevance and visibility during these challenging times. By investing in advertising, companies can ensure that their products remain at the forefront of consumers’ minds. Moreover, with more people cooking at home, there is a growing demand for recipe inspiration and cooking tips. By providing engaging content alongside their advertisements, brands can position themselves as a trusted source of information and build lasting relationships with their customers.
It is important to note that this increase in advertising expenditure is not limited to multinational brands like General Mills. Small and local food businesses are also recognizing the benefits of advertising during this time. With limited foot traffic and the closure of many dining establishments, these businesses have turned to social media platforms and online advertising to reach their customers. By doing so, they are able to showcase their offerings, attract new patrons, and foster a sense of community within their local market.
As the pandemic continues to reshape consumer behavior, it is clear that the food and beverage industry has had to adapt rapidly. Doug Martin’s perspective sheds light on the fact that while dining out may have decreased, advertising spend is increasing as companies recognize the opportunity to engage with customers in their homes. By embracing digital platforms and providing valuable content, food and beverage brands can stay connected with their audience and navigate these challenging times successfully.
