What’s hot right now:
A Norwich pizzeria stirred the pot by charging $120 to add pineapple to a pizza. What might seem like a quirky pricing stunt sparked a global debate over the controversial topping, drawing attention from the media and social platforms alike. By tapping into a divisive yet familiar conversation, the campaign fed into consumers’ appetites for bold moves. They like when brands put a stake in the ground – even with controversial topics like pineapple on pizza.
At Belle, we’ve identified six key factors linked to national newsworthiness. Consider them when strategic planning or in campaign brainstorms:
- Relatability: Does the story/campaign have nationwide reach or relevance?
- Newsjacking: Is the story/campaign tied to a timely or culturally relevant moment?
- Surprise and delight: How surprising and exciting is the gesture?
- “Gotta have it” drops and collabs: Does the story/campaign drive a sense of urgency or “buy/try it now before it’s gone” mentality?
- Social virality: Is the story/campaign related to social chatter and buzz?
- Original data / untold stories: Are you able to share proprietary data? Does your executive have a truly unique POV to share?
You don’t need all six to grab headlines, but you typically need two to three for success. The pizzeria tapped into relatability, surprise and delight and social virality.
Industry News:
We’re partnering with Nation’s Restaurant News (NRN) to launch Influencer Insider, a column that highlights fast-moving consumer trends and influencer marketing practices.
The column is fueled by Brilli™, our new market research complement that uncovers niche insights through influencer audience polling.
Craving to know what actually makes consumers tick? Hungry for more relevant, socially significant insights? Influencer Insider’s first edition shares 2025 trend predictions fueled by three foodie influencers with over 8 million followers.
Take a bite of this sneak peek prediction:
“My followers love seeing classic dishes and drinks reimagined with a modern twist. I think there’s a strong appetite for creative takes on comforting staples like elevated mac and cheese, gourmet versions of childhood snacks, and reinvented traditional desserts like bread pudding or s’mores. On the drinks side, retro favorites like milkshakes or classic soda fountain drinks could be updated with artisanal ingredients or unexpected flavors. The key is balancing the nostalgic familiarity of these dishes with fresh, innovative elements that spark curiosity and excitement.” -Danny Kim (@DannyGrubs)
NRN has been the #1 source of business information for foodservice for over 50 years. It’s a privilege to partner with an industry leader that continues to raise the bar.
News we’re noting:
- Meta’s Community Notes won’t apply to paid ads – Community Notes are enabled on organic brand posts and influencers’ sponsored posts; be sure to have brand safety + community management guidelines in place as notes replace legitimate fact-checking.
- Timeline of TikTok’s ban and what’s to come next – The future of the platform is still in question so continue to prioritize a multi-channel approach. Remember: platforms are one of many tactics, not an end-all-be-all strategy.
- Why brands like Bonobos are increasingly tapping Reddit for advertising – Reddit is so effective because the audience is already in research mode and open to information (even from brands). For example, we’ve seen a rise in chef communities on Reddit, making it a great platform to engage if you’re in foodservice.
- 64% of B2B marketers say they plan to take a more B2C approach in 2025 and advertise on consumer-facing channels, such as Instagram.
- FDA updates the definition of ‘healthy’ foods – Now is a good time to revisit your key messages and content pillars to ensure authenticity and accuracy.
- Which companies are rolling back DEI and which are standing firm – We continue to advise our clients to lean into their values when making DEI decisions. Other marketers are leaning into courage, not fear.
Fresh off the press: Client wins
- Food trends are going to get pretty weird in 2025 if these experts are correct
- Golden Waffles CEO, Michael DiBeneditto on building a golden foodservice business
- What is ‘swalty’ food, exactly?
- Gen Z driving 2025 fast casual menu trends
- T. Marzetti brings GF options to the frozen bread aisle
- Raising the dough: Gluten-Free Texas Toast represents ‘huge breakthrough
- Foodie fandoms – Driving trial and adoption through fandom marketing
- Sustainability on a budget: 3 key self-assessments for food distribution & packaging operations
- 100 best whiskeys of 2024, according to the internet’s most trusted spirits critics
- Mitigating the impact of AI-driven power demand on commercial energy bills
- Best desks of 2025: I’ve spent nearly 4,000 hours testing desks. These are the ones you want
- Benny the Bass predicts early spring at Buckeye Lake Winterfest
We’re now accepting customers for Brilli – our new influencer insights tool that enables foodservice brands to tap into influencers and their followers to gather preference data from hard-to-reach, niche audience groups.
By polling influencers and their engaged communities, Brilli offers real-time feedback to fuel product development, marketing strategies and sales enablement.
With applications ranging from concept validation to crowdsourcing preferences of target segments, Brilli empowers businesses to stay ahead of what’s next and avoid costly missteps, all while gaining a competitive edge in the fast-evolving foodservice landscape.
If you’re interested in learning more, reach out to abby@bellecommunication.com.