100-year-old brand Utz plans to up its digital marketing by about 60% in an effort to reach new customers.
Most known for snacks like potato chips and pretzels, Utz is on the hunt for consumers in need of some crunch time. Currently, Utz Brands CEO reports a 70% repeat purchase rate for its snack foods. The company, which went public last year, is now leaning into digital ads specifically because of the flexibility they offer, as opposed to churning out one commercial and potentially realizing later on that it doesn’t fit the needs of the consumer anymore, for example. Such observations are key in cultivating a post-pandemic marketing plan in particular, as consumer behaviors, preferences, and perceptions fluctuated during the crisis, some more permanent than others.
When brands realized that consumers wanted comfort food during the pandemic, they flocked to feed the craving. As such, Utz is far from alone in the digital food marketing arena, where leading labels in Gartner’s ranking amped up e-commerce spend, or the crunchy snack space. Indeed, brands offered up opportunities to crunch for every meal of the day, from crispy cereal and crackly bacon to spicy tortilla chips to pretzel-stuffed peanut butter cups, crunch-mania commenced with a variety of digital campaigns. Whether it was stress-based or simply helped pass the time in a more satisfying way, something about the crunch had consumers coming back for more.
In 2021, nearly four in ten consumers report replacing meals with snacks. At the same time,32% of people say they’ve gained weight since the start of the pandemic. As Utz dives into the digital space, it should take into consideration both these factors when promoting its products, but most importantly, never neglect the power of the crunch.