13th March | Eve Salmon back

From Aisles to Algorithms: Exploring TikTok’s Influence on Supermarket Shopping Trends

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:

Viral to Aisle

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.

Collaboration Inspiration

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?

A Supermarket Sweep

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.

Jumping on the Trend

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.

26th June | Eve Salmon back

Happy #EODay: What it means to be an owner?

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!

16th April | Eve Salmon back

Business as usual: life on the fashion desks

I recently attended a Roxhill Media Webinar, Life On The Fashion Desks During Coronavirus, discussing fashion journalism amid the current crisis.

The panel was made up of three leading
national fashion journalists and editors to discuss how they are dealing with
coverage during the lockdown, and how we can best work with them. Speakers
included Charlie Gowans-Eglinton – senior fashion editor at The Telegraph,
Priya Elan – deputy fashion editor at The Guardian, and Jane McFarland –
fashion director at The Sunday Times.

The session provided some great insight into what fashion and lifestyle desks are currently looking for and how they are adapting to the changing industry…

Newspaper magazines and supplements
such as The Sunday Times Style want to be a breath of fresh air from the
newspapers COVID 19 content. They aim to spark joy, laughter, and escapism
with the creation evergreen features Fashion desks can use this period of
uncertainty for real creativity in the content they produce. Plans of
themed issues such as Glastonbury, Earth Day etc. are on hold so journalists
now have a blank, exciting slate to fill Journalists are constantly accessing
purchasing attitudes; what people will be able to spend on fashion? Some
titles are also shifting focus to sustainable buys and encouraging thought when
shopping, as well as supporting smaller boutique brands amid the crisis Everyone is
engaging online! The Sunday Times Style have utilised
their social media channels. Their account is looking for all types of talent
and media personalities to include on their IGTV’s and YouTube. For example,
yoga instructors, chefs, and interior designers… They are keen to keep
feeding into their community throughout the week and it is their opportunity to
publish broader content outside of the magazine