Creativity has been a common theme this week in the food industry. From Chick-Fil-A’s stunning new Instagram account to Honey Nut Cheerios honey bee awareness campaign, this week’s food PR news is super sweet! Keep reading for a taste:
Chick-Fil-A has really stepped out of the Instagram-box. The brand created a new Instagram account called Chick-fil-A Behind the Menu that is a series of Instagram posts and accounts that showcase awesome pictures of menu items and share what goes into each item. Here’s how it works: within the menu item photos, there are hidden tags that lead to specific Instagram accounts for each menu item. Then these accounts are a series of posts that create a big, beautiful picture with details about ingredients, health facts and more.
Some posts are videos, too. This account is well thought out, nicely put together and is a fun way to share more about their menu items. The choice to use Instagram as the platform for this campaign was a smart one – the beautiful imagery and design work is perfect for Instagram.
This week General Mills Canada removed its Buzz the Bee mascot from Honey Nut Cheerios boxes in an effort to create awareness about a declining honey bee population. For the first time ever, Buzz has been taken off the box and the brand is using the hashtag #BringBackTheBees to spread awareness.
Honey Nut Cheerios’ campaign also includes TV segments, an online video and a microsite to inform fans about this major issue and why bees matter so much to food products and the ecosystem. The brand is encouraging fans to plant wildflowers by giving away 35 million seeds to Canadians and is actively tracking its goal on the site.
Other “bee” focused brands are also getting in on the message, including Burt’s Bees, by asking fans to plant wildflowers. Burt’s Bees is also is dropping the letter “B” from its tweets and is selling a limited time only lip balm edition to spread awareness.
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Thanks for stopping by this week’s A La Carte industry news!
What do you think about Chick-Fil-A’s unique Instagram account? Share with us in the comments!