It’s no secret that we’re currently living through the age of social media, where platforms such as TikTok have become more than just entertainment hubs with viral dances and comedic skits — but now a powerful marketing influence that’s totally shaping consumer behaviours and trends, particularly in world of grocery trade. TikTok has revolutionised supermarket shopping habits over the past 4 years, think Emily Mariko salmon bowls, Prime energy drinks, feta pasta… and it doesn’t look like that’s going to change anytime soon. So, let’s dig a little bit deeper into exactly how the doom-scrolling app has impacted our shopping experiences:
A brand typically knows they’ve made it BIG when they secure a nationwide supermarket listing; but getting to that point is usually down a long, winding road of research, meetings, investments, and persistency. Yep, it’s not easy. Unless of course, TikTok becomes your best friend. Take spicy snack brand Takis, for example, who has recently secured its first major listing in Co-op stores nationwide, thanks to the power of Gen-Z shoppers. Takis have been popular in the US since 2006, however, trending recipe combos like Taki Cream Cheese Jalapeño’s, made a splash on For You Pages globally. Inevitably helping spread the desire to try the flaming hot Taki tortilla, and the desire for supermarket bosses to get the purple packaging onto their shelves.
It’s clear from the previous Takis trend that TikTok has an appetite for weird and wonderful food combos. Which leads nicely onto the infamous Gigi Hadid Vodka Pasta… Millions of TiKTokker’s recreated and posted the supermodel’s retro inspired recipe to their own channels for millions more to watch – two of whom were retail giants Heinz and Absolut. The brands came together to develop a limited-edition range, sold exclusively in Waitrose, the Heinz x Absolut Tomato Vodka Pasta Sauce. Who knew product development teams would be finding their big idea from scanning the depths of TikTok?
It isn’t always new listings and NPD’s that have come about because of TikTok – sometimes going TikTok viral works wonders for brands that have been around for a while. One that you might have fallen victim to yourself… two words, Little Moons. Little Moons were reeling new Gen Z consumers in from the get-go; not only were they pastel coloured and squidgy textured with aesthetically pleasing packaging, but they gained a tonne of engagement from the micro-influencers and regular consumers who posted ‘taste test’ videos, both gifted and organic. However, it was the the unintentional exclusivity of the product that really racked up the views. Rather than causing frustration with the limited stock levels, Little Moons managed to set a new trend, seeing fans documenting their never-ending search to bagging a box of their own.
It’s clearly a no-brainer for food and drink brands to jump on TikTok marketing to attract a new younger consumer. But what about the supermarkets themselves? Well, one store has been a particular hit on the platform. Marks & Spencer’s individual stores have entertained viewers up and down the country with hilarious lip syncs and dance trends on TikTok– all while on their shift. In 2021, M&S Romford jumped from 30,000 followers to 870,000 in a matter of months: inevitably increasing brand visibility to new customers and driving sales. So, there you have it. To you, TikTok may be that silly app for 16-year-olds to scroll on mindlessly day-in-day out, but the platform shouldn’t be underestimated. TikTok is a formidable force in the realm of successful marketing campaigns. The platform has and will continue to reshape the way food and drink brands connect, captivate, and convert audiences in the digital age. Eve SalmonEve’s PR and social media knowledge knows no bounds. An unparalleled understanding of the industry, plus her culinary prowess, has led her to orchestrate unmissable campaigns. When not behind her desk, Eve’s busy creating delicious content for her foodie IG, which has fast become R&T’s go-to guide to London’s restaurant scene.
The recent BCB London brought together the bar and beverage world for two days of spirits, sampling and some serious trendspotting. With a mix of established names and emerging producers, it was a great temperature check for where drinks culture is heading next. From gin brands fighting their way back… Read more
Let’s talk #Bieberchella. At a festival built on spectacle and showing up to show off (I said what I said), Justin Bieber did the opposite. No massive production. No ‘pick me’ energy. In short, it was a lo-fi masterclass, right? He literally used a laptop on stage, pulled up YouTube… Read more
There are some projects that feel like a neat tick on a to-do list. And then there are the ones that quietly tap into your own history, take over your calendar, your camera roll, your group chats, and remind you why you wanted to work in culture-making in the first… Read more
Working at the UK’s longest established public relations consultancy (90 years, to be exact), it came as no surprise when Richmond & Towers announced that it was going to become an 100% employee owned trust last year.
This was yet another innovative decision the agency made to keep one step ahead in the world of PR and communications. And now here we are, almost a year into our employee ownership and celebrating our first annual #EODay 2020.
So, what has it been like to own my own PR agency?
With the world recently being turned on its head and suffering a global pandemic never experienced before, Covid-19 has been a test of our strength in every aspect, but with the UK economy and businesses taking a major hit, coming together as an employee owned company has been absolutely crucial.
Not only does R&T have an unbreakable communal bond inside and outside of the office walls, but now more than ever we are working together, for each other, for the same goal and for each other’s gain.
A benefit of being employee owned is the full transparency in day-to-day running of the business and I think I speak for every owner when I say that during Covid-19, we have consistently been in the loop. Each month at our Ownership Meetings (via Zoom), we have been regularly updated on current figures, finances, uncertainties, successes, and future plans.
With some of our clients thriving, teams have adapted and engaged in new projects as a united workforce, with a common goal in mind, to deliver the best results, not just as an individual, as a collective.
These last four months have been vital, make or break for many, and I think R&T, now as an EO trust, has truly demonstrated the upmost resilience, adaptability and productivity as our owners have come together with the pioneering attitude that has been keeping us 90 years young.
Although, we won’t be celebrating #EODay physically together in true R&T style, we will be raising a glass to our future as equal owners, knowing whatever life throws at us next…we got this!
The recent BCB London brought together the bar and beverage world for two days of spirits, sampling and some serious trendspotting. With a mix of established names and emerging producers, it was a great temperature check for where drinks culture is heading next. From gin brands fighting their way back… Read more
Let’s talk #Bieberchella. At a festival built on spectacle and showing up to show off (I said what I said), Justin Bieber did the opposite. No massive production. No ‘pick me’ energy. In short, it was a lo-fi masterclass, right? He literally used a laptop on stage, pulled up YouTube… Read more
There are some projects that feel like a neat tick on a to-do list. And then there are the ones that quietly tap into your own history, take over your calendar, your camera roll, your group chats, and remind you why you wanted to work in culture-making in the first… Read more
As September’s SS20 Fashion Month draws to a close, with front rows empty and cameras put away we can sit back and reflect on why 2019’s catwalks may have marked a distinctive change for the greener amongst the world’s top designers.
The question on everyone’s lips post-Fashion Month…is the fashion industry finally taking sustainability seriously?
Since Burberry admitted to burning £28million worth of luxury product, with multiple major fashion labels following suit, the fashion industry is facing more scrutiny than ever. The Ellen McArthur Foundation report on the textiles economy found that global textile production emits 1.2 billion tonnes of greenhouse gases annually, more than international flights and maritime shipping combined. With reports of extreme overproduction and excessive waste, the industry has been forced to reconsider its threatening impact on the planet.
For Spring/Summer fashion, sustainability isn’t usually a priority for our shopping baskets. And this summer, with environmental campaign group Extinction Rebellion protesting at the British Fashion Council, gluing themselves to the doors calling for Fashion Week to be cancelled, the pressure was on.
However, this year it was clear that the BFC wanted to use Fashion Week as a platform to start making a change. The council announced the launch of the Institute of Positive Fashion to champion greener business and positive developments amongst designers.
Designer Preen created garments out of old season fabrics and plastic bottles, whilst Marni’s designs championed organic cottons and ‘recuperated’ leathers with guests sat on recompressed cardboard benches under a recycled plastic roof display.
Dior’s botanical runway filled with 164 trees (that were replanted) highlighted the need for biodiversity to survive climate-change. Whilst Kering, owner of Gucci, Balenciaga and Yves Saint Laurent, announced it’s going carbon neutral by offsetting its annual greenhouse gas emissions.
Although 2019 has marked a huge step in the right direction for the industry and SS20’s Fashion Month saw some remarkable work to urge sustainability and combat climate-change, more can definitely be done.
‘In the last few years fashion has woken up, we’ve become aware of how aggressive the industry is and the impact our actions have, both individually and as institutions. But there is a lot more to do’ – Margherita Missoni
In order to make fashion circular, whereby every element of the design cycle is carefully considered, we all have our part to play.
Sustainability cannot be treated as a trend, to be thrown out and forgotten about until the next time it’s seen as “fashionable”. We hope 2019 has marked the beginning of a unified fashion movement.
‘This is not a one-time thing, this is our entire future.’ – Greta Thunberg
The recent BCB London brought together the bar and beverage world for two days of spirits, sampling and some serious trendspotting. With a mix of established names and emerging producers, it was a great temperature check for where drinks culture is heading next. From gin brands fighting their way back… Read more
Let’s talk #Bieberchella. At a festival built on spectacle and showing up to show off (I said what I said), Justin Bieber did the opposite. No massive production. No ‘pick me’ energy. In short, it was a lo-fi masterclass, right? He literally used a laptop on stage, pulled up YouTube… Read more
There are some projects that feel like a neat tick on a to-do list. And then there are the ones that quietly tap into your own history, take over your calendar, your camera roll, your group chats, and remind you why you wanted to work in culture-making in the first… Read more