Cracker brand Triscuit embarks on its first purpose-driven campaign to help consumers in “food deserts” find healthy meal options.
Food deserts refer to areas that lack affordable and nutritious foods, and typically fewer supermarkets. In the U.S., 19 million people live in food deserts, with the number expected to grow as the Coronavirus pandemic worsens the overall ability to find essential ingredients. To help consumers in these areas get the food they need, Triscuit created “The Missing Ingredients Project”, which raises awareness of the problem and distributes a $1 million grant to organizations improving access to fresh foods. Triscuit will award 20 grants over the next few years, beginning with six grants in 2021 that nonprofits can apply for in January.
Extending the campaign into a multi-year initiative allows Triscuit to demonstrate its commitment to a cause. Doing so could help it build and sustain engagement with consumers and nonprofit organizations and grow its presence as a philanthropic brand. With consumer shopping and eating preferences changing this year, Triscuit could leverage the campaign to stay top of mind with food shoppers, according to a Gartner report. As younger consumers lean towards brands that give back to the community, The Missing Ingredients Project could also help Triscuit grow a loyal following of Gen Zers and socially conscious consumers.
To spread awareness of its campaign, Triscuit launched several digital and print advertisements. The brand released a 30-second ad, which explains what food deserts are and how Triscuit plans to help, which will run on digital, streaming, and broadcast platforms. Additionally, Triscuit took out a QR code ad in The New York Times, which readers can scan via smartphone to access The Missing Ingredients Project’s microsite. Triscuit also designed ads for digital sites and social media that show outlines of healthy foods, such as peppers and pears, asking viewers to imagine what life would be like without having these healthy foods. All of Triscuits marketing efforts encourage consumers to empathize with those living in food deserts to keep its campaign and mission top of mind. Triscuit will also have support from parent brand Mondelez, which recently launched its “humaning” marketing strategy in a bid to boost purposeful connections with people. Embracing Mondelez’s human-centric approach could help Triscuit cultivate relevance with consumers, particularly as demand for brand relatability grows during the holiday shopping season.
While the Coronavirus pandemic has been tough on many individuals and businesses, Triscuit hopes to draw consumer attention to a long-standing problem that has been exacerbated by the crisis. With The Missing Ingredients Project, the snack food brand could raise awareness of and access to healthy foods for those in need and earn credibility as an altruistic company.