Are consumers as excited by innovation as creative folk? Richard Edelman pondered upon this question in a sincere talk with global philanthropist and chef Jamie Oliver at Cannes Lions 2015, who brought up different instances in which he tried to find new ways to educate and empower people through a proper culinary education.
Even though Jamie’s Food Revolution in the US and UK has been a startling quest for him and his team in the past years, it has still managed to perpetrate a health-consciousness in the minds of the viewers from all over the world. Growing up above a classical British pub, surrounded by village community, Jamie Oliver never thought he would become that militant when it comes to processed food and how to cook healthy. The way in which smaller communities used to be educated back in the days had an opposite view on cooking and the roles family members had when tackling the topic of food. The man would come home after a long day at work asking his wife “What’s for dinner?”. If this sounds familiar to any traditional household, you know that the roles have changed in the 3rd millennium. However, as Jamie put it at Cannes, “men don't like me too much. They want a quick guide to cooking, they don't want to do too much”. So the immediate solution he found when making his cooking clips was to restructure the content and add the end result at the beginning of the show, so that the male consumers would feel comfortable to watch it to the end.
If there are any marketing lessons to learn from Jamie, the most important would be:
Even though Jamie’s Food Revolution in the US and UK has been a startling quest for him and his team in the past years, it has still managed to perpetrate a health-consciousness in the minds of the viewers from all over the world. Growing up above a classical British pub, surrounded by village community, Jamie Oliver never thought he would become that militant when it comes to processed food and how to cook healthy. The way in which smaller communities used to be educated back in the days had an opposite view on cooking and the roles family members had when tackling the topic of food. The man would come home after a long day at work asking his wife “What’s for dinner?”. If this sounds familiar to any traditional household, you know that the roles have changed in the 3rd millennium. However, as Jamie put it at Cannes, “men don't like me too much. They want a quick guide to cooking, they don't want to do too much”. So the immediate solution he found when making his cooking clips was to restructure the content and add the end result at the beginning of the show, so that the male consumers would feel comfortable to watch it to the end.
If there are any marketing lessons to learn from Jamie, the most important would be:
- Start from scratch with an almost unmanageable objective. His FoodTube show brings the power of digital to another dimension, through his spreadability in Social Media, apps and YouTube channels. In two years, the YouTube channel gathered over 1,6 million subscribers and engagers. FoodTube is a great way to collaborate with brands and to have a useful and inspiring dialogue with its consumers, I totally recommend it!
- Trust is the currency that is in short supply in our industry. There are just a few colossal food brands that stay true to themselves and to what they produce. Jamie talked a lot about the differences he experiences in a global market and the fallacy people have when dealing with nutrition. For instance, there are standards for dog food in the UK, but no rules for children’s nutrition in schools!
- Consistency is key. It is important to be consistent in your work and your brand; otherwise people lose interest in your credo. Jamie handles many of the social media assets he is present in, such as his own Instagram accounts. The cell-phones have become the Swiss knives of the 21st century, therefore it is always great to have a “galactic view on public health” through any accessible means.
- Grow your community. Jamie’s pool of fans and followers has had an immense growth in the past 5 years, simply because he knew how to reiterate the importance of a home-cooked meal to the average man. It is not a new idea, it has been out in the open since forever. The key has been to uphold the roots and to keep a repetitive and clear message for the consumers.
- Transform the perceptions of any rival product or spokesperson. In 2014, people died more because of eating the wrong food than because of hunger and the lack of food. Jamie has always sought the opportunity to get in dialogue with CEO’s of processed food companies and radio critics, rather than asking for direct help from the local authorities and institutions.
- Always think at least twofold! Jamie’s success in bringing food revolution to an international statement has been revealed by his involvement in many campaigns and movements that foster the importance of social marketing and changing beliefs when it comes to nutrition. “Exploring underdeveloped/traditional communities is a great opportunity to find simplicity in food in its purest form. The best food I’ve had in my life came from the poorest communities in this world!”
So please eat responsibly and amazingly good and healthy food! This is what life is worth living for, in the end!
If interested in more of Jamie Oliver's projects check him out on: Facebook, Pinterest, Instragram, Twitter.
If interested in more of Jamie Oliver's projects check him out on: Facebook, Pinterest, Instragram, Twitter.
