Join us at Food Matters Live
The Big Picture’s Research Director, Cecilia Sylvan Martin, and Associate Director, Chris Aukett, will be presenting two separate sessions at this year’s Food Matters Live event, which “tackles one of the most important issues of our time – the relationship between food, health and nutrition”.
Cecilia will be presenting What Will It Take For Healthy Messages To Cut Through On Shelf:
What does health mean to consumers, and how can brands convey their health credentials when claims on pack are so often overlooked? Consumers shop many FMCG categories in system 1, the autopilot mindset, making it even harder for a healthy pack or claim to get noticed. Using our experience in how consumers shop and make decisions, we suggest strategies to give healthy messages the best chance of cutting through.
Chris will be presenting Consumer Trends Driving Pack Design:
Healthy brands are harnessing design to cut through the clutter on shelf and convey a ‘good for you’ message to shoppers in System 1, the autopilot mindset. This allows brands to convey a more immediate positive message on an implicit level rather than the slower, rational approach of listing health credentials. ‘Consumer trends driving healthy pack design’ identifies macro drivers from society and corresponding design themes that are deployed via packaging.
The conference runs Tuesday 18th – Thursday 20th November 2014 at the ExCeL, London. More details here.