Whatever your opinion of Valentine’s Day is, it is undoubtedly one of the most prominent food connected holidays of the year. Whether you are single going out with your friends for a family style dinner, enjoying an intimate dinner with your partner, or getting broccoli thrown at you during a family hibachi night (yes, that one is me), food is at the center of this holiday.
For proof, look no further than the National Retail Federation, which estimated that Americans spent just shy of $19 billion on Valentine’s Day-related items this year.
In response to this, brands (and restaurants) are getting smart and using the Valentine’s Day craze to brand and market their products. Below are a few examples of how brands and restaurants are hopping on this marketing “love train.”
Tesco is getting consumers in the valentine’s spirit through a promotion that matches people up according to what items they buy at the Grocery Store. http://www.adweek.com/brand-marketing/ad-day-tesco-plays-matchmaker-valentines-day-basket-dating-169551/
Burger King took a hint from Christian Grey by offering an Adult only Meal Box with an adult toy inside. http://www.foodandwine.com/fwx/food/burger-king-sex-toy-meal?xid=soc_socialflow_facebook_fw
We at TCG are romantics at heart so to share some love ourselves, we came up with a few Valentine’s Day ideas we would love to see come to life:
LOVE & FOOD POP UP
For one night only, we would love to see a brand create a full custom Valentine’s Day Pop Up restaurant that offers 100 lucky couples the opportunity to experience love and food in a way they never have before. Partnering with a high profile celebrity chef to design and execute a mind blowing menu in an environment that evokes love and connection would be the perfect setting for a romantic evening. Reservations for the Love & Food Pop Up would only be available the day before or the morning of Valentine’s Day and via a social media competition, making it a more exclusive and appealing ticket.
The Relationship Saver
Built for a brand with a “saving you money” message (insurance, wireless, etc), this program would be built to “Save” the relationship of those boyfriends/husbands/wives/girlfriends who waited too long to make a reservation and ended up with nothing. The brand (via an agency like Connect) would secure a number of high profile, prime time reservations at the best restaurants across the country on Valentine’s Day with the intent of giving them out to those who need them the most. To participate in the program, consumers would upload video pitches on why their relationships deserved to be “saved”, which would then be posted on a subsite and voted on by the general public. This promotion would be pushed out via the celebrity chefs who own the restaurants, select influencers, and via an aggressive PR/Social campaign.
The At Home Night Out
For those who don’t want to brave the restaurant scene on V-Day, but still want to do something special for the one they love (and don’t have cooking skills), a brand could create a consumer promotion that involves celebrity chefs in multiple markets cooking Valentine’s Day dinners in the privacy of the select consumers’ homes.
Food, like Love, is one of the few things that crosses language barriers, unites the soul and truly taps into the emotional spirit of humans across the world (something we all need right now). It is from that place of love that strong brand affinity is created and brand loyalty is established. So brands, put on your thinking caps, spread the love and let’s use Valentine’s day 2018 to create programs to reach the ever important food connected audience.
Much love and eating
- Lonny Sweet