Health food brands boost marketing efforts around consumers’ New Year’s resolutions.


A new year means resolutions revolving around healthy living and eating. Marketers behind health food brands like Caulipower, Deux and Future Farm are working to be part of the consumer push to eat healthier this year.

That’s why New Year’s resolutions are still fresh, with out-of-home and digital efforts to drive awareness and increase brand awareness.

“January is when our seasonality really hits,” says Sabina Ladha, founder of Deux, a direct-to-consumer vegan and gluten-free cookie brand, about why the brand is taking to OOH advertising in January. “As a brand that offers foods that are good for you, many look to us as a healthy indulgence in their day without making sacrifices. So it makes more sense for us to launch our campaign at this time.

Deux is one of a growing list of health food brands trying to build awareness in January and capitalize on the buzz around New Year’s resolutions. For example, Caulipower, a food company that offers veggie options like cauliflower pizza, cauliflower tortillas, chicken tenders and more; It is looking to build consumer awareness and increase customer loyalty through highly targeted marketing strategies and the desire to convert in stores at the point of purchase.

According to founder Gail Baker, the brand is spending $2 million on media. As part of the effort, Calipower launched a streaming campaign earlier this month that will promote its line of products for every nutritional lifestyle through targeted digital ads, retail-focused consumer marketing and in-store in 5,000 stores across the country.

“We spent nearly 50% of our campaign budget on targeted CTV and digital ads, increasing public awareness and engaging with new, compelling consumers,” said Baker. “About 35% of our spend goes directly to retail-based consumer marketing programs and in-store couponing to drive conversions at the point of purchase.”

CauliPower shared the ad spot on Facebook, Instagram and TikiTalk, aiming to bring the campaign to life on social media using a variety of content that felt right on the platforms. “Over the course of Q1, you’ll see all kinds of content from recipes to funny memes and giveaways being shared on CauliPower’s channels,” Baker said.

Calipower’s new campaign reflects the growing demand for healthy food choices. After the holidays, consumers are looking to make healthier choices for the new year.

Brian Black, founder and chief creative officer at creative agency Mr. Black, said: “The new CalliPower campaign is the perfect New Year’s resolution as we all strive to live up to our promises to eat better.

Meanwhile, in the UK, Brazil-based plant-based protein brand Future Farm, launched in 2019, is using a digital billboard to highlight the feud between Prince Harry and Prince William during the vegan era. During the month of January, consumers are encouraged to eat more plant-based proteins.

The goal of Future Farm advertising is to drive earned media coverage and get people talking about and understanding Future Farm in a new way. As the brand jumped on the royal sibling feud, Future Farm was included in stories in the national press surrounding Prince Harry’s interview. As a result, the brand appeared on national news pages outside of the usual food and product pages.

Future Farm’s UK brand manager Jimmy Mechanic says: “Aligning your brand culturally with a moment allows you to play outside of your category. He added that the brand’s billboard poking fun at the royal family feud would not only draw attention to the brand, but also give Future Farm an opportunity to showcase the brand.

Ariadna Navarro, chief strategy and development officer at product agency VSA Partners, said advertising earlier in the year allows brands to participate in the conversation about health commitments and be seen when consumers are trying to make lifestyle changes. “The beginning of the year is a time of renewal for many, a time of reflection and ending the year reflecting on past goals and accomplishments and beginning with new goals and aspirations,” Navarro said. “Being there early makes you a partner in their journey, not an afterthought.”

Deux, Caulipower, Future Farm and other brands will focus their marketing efforts in the new year not necessarily on changing people’s behavior, but on gaining insight into when people are thinking about making changes.

The Future Farm, for example, wants to be involved in veganism, like Tito’s Handmade Vodka He recently joined the cultural phenomenon of Dry January.

“Veganuri is the most important time of the year for Future Farm as a brand and we want to get bigger every year,” said Mechanic. “For us, it’s not just about pushing people towards a vegan lifestyle, but using the opportunity to encourage people to try meat alternatives and flexibility.”

There are many factors that influence people’s decisions to make health-related New Year’s resolutions in January, and many of these factors are related to motivation, ideas, and well-being. As a result, health brands will see an increase in demand during the month of January due to their increased interest in health and wellness. Research Conducted by McKinsey and Company.

“It gets people to stop and explore the products, and it’s relatable and shareable,” said Olga Andrianko, VP of brand marketing at Semrush, an online visibility management software-as-a-service platform. “These methods show the audience that the products are about them and that the companies speak their language and have a sense of humor.”



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