There was a really great article in the Wall Street Journal last week discussing how some real estate companies are turning to food festivals as an outlet to prospect customers and sell properties.
“Food and Wine is the new Golf”, a broker in the article was quoted.
The article continues on about how real estate companies are using food festivals, dinners parties, celebrity chefs and other epicurean events to tap into more affluent, cosmopolitan and community based audiences.
As a culinary marketing agency, we talk about how food connected audiences (think foodie 2.0) are an important target for brands on a daily basis, but to see it so clearly written in the WSJ is an important step in the evolution of the culinary marketing industry.
More often than not its assumed our agency works primarily with food and drinks brands. While we certainly do our fair share of partnerships in those categories, the non-endemic brands are now becoming a bulk of our business and where the growth will come. Traditional brand categories such as auto, financial services, insurance, wireless, technology, travel/tourism and hotels are utilizing elevated food & drink experiences as a hospitality platform AND building comprehensive strategies to speak to this highly coveted consumer.
While I love the quote “Food & Wine is the New Golf”, I believe the influence, reach and power of culinary marketing has the potential to be far stronger than golf ever can be on its own. #everyoneeats