Immersive experiences take brand loyalty to new heights

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Immersive experiences take brand loyalty to new heights

1 Jan 2025

Mari Rydings

Mari Rydings is a versatile content creator, editor and marketer with experience developing dynamic, results-driven materials for B2B and B2C audiences. As the editorial director for Avant Food Media, she leads the day-to-day editorial operations for the company’s print and digital magazines, newsletters and social media platforms. Outside of work, she loves reading, hiking, putting together jigsaw puzzles and spending time with her husband and their twin daughters.

KANSAS CITY, MO — The craving for consumer-to-brand connection extends beyond online interactions. Datassential’s “Marketing Issue: Brand Activations Report” revealed that 46% of consumers overall want an immersive experience from the food and beverage brands they’re loyal to. Generationally, 59% of Gen Z and 55% of millennials are more interested in immersive experiences compared to older generations.

“Look for opportunities to immerse consumers in your brand in a memorable way, like through a unique experience or smaller events like branded merchandise,” said Jaclyn Marks, senior publications manager and trendologist at Datassential.

An immersive experience doesn’t have to be a high-profile event or include a tangible item. It can be created through brand marketing. For example, Chambersburg, PA-based Martin’s Famous Pastry Shoppe positioned its potato rolls and bread in such a way they evoke a sense of nostalgia and togetherness from consumers.

“When you have a cookout, a lot of times you have family or friends over, and our product has a certain look and feel in the package,” said Tony Martin, president of Martin’s Famous Pastry Shoppe. “We really don’t want nouveau. We want something that is reminiscent of the quality of the past and a staying power for the future.”

While each generation, as it has come of age, has shifted the food landscape toward its preferences, perhaps none has had the seismic influence as that of Gen Z.

“Gen Z consumers certainly have varying food/flavor preferences from other generations,” Marks said. “It’s important that operators and manufacturers tie their products into these preferences to appeal to this generation. With Gen Z growing up in increasingly diverse settings and more exposed to global flavors and cuisines, concepts that may have seemed too ‘out there’ for older generations could hold appeal for younger ones.”

Yet, while all eyes are on Gen Z, the next generation — Gen Alpha — is on the horizon, with the oldest members turning 13 this year.

“Look for opportunities to immerse consumers in your brand in a memorable way, like through a unique experience or smaller events like branded merchandise.” — Jaclyn Marks | senior publications manager and trendologist | Datassential

“If food manufacturers and foodservice brands haven’t already factored the influence of Gen Alpha into their product strategy or pipeline, they certainly should be laying the groundwork now,” Marks advised. “Although they lack autonomous spending power, they are actively engaging with the world around them and quickly forming solid attitudes and preferences, especially regarding food.”

A 2023 Datassential study conducted with parents of Gen Alphas— many of whom are millennials — revealed that three out of four say they only buy foods that both kids and adults will like, and 14% let their kids decide what the family buys at the grocery store. Nearly 50% of Gen Alpha kids request specific brands of cereal, sweets and savory snacks. Marks recommends brands start building the foundation for their Gen Alpha marketing strategy by understanding the needs of their parents.

“If we can offer one piece of advice to food brands seeking to break into the minds of Gen Alpha, it is this: Although the modes through which Gen Alphas socialize and learn about the world are perhaps more advanced than those of previous generations, they are, at the end of the day, still children,” she said. “Most will still be drawn to products that are vibrant, tasty, indulgent and able to convey a brand ethos of fun and excitement.”

While technology may have been the great disruptor for brand marketing, it has also helped advance the tools used to measure its success. According to Allied Market Research, investments in marketing measurement solutions are projected to grow at a CAGR of 15% between 2022 and 2031, reaching $12.9 billion.

“Next-generation solutions allow companies to use Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) in tandem versus having to rely on one or the other,” said Michael Della Penna, chief strategy officer for InMarket, a digital advertising firm. “These solutions refresh nightly, meaning marketers can do both in real-time and stay in sync with evolving shopping and purchase behaviors. Doing both is the holy grail to optimize the success of any media and marketing investment. The combination of leveraging MMM and MTA now allows marketers to balance the real-time campaign optimization and measurement strengths with the broader, long-term strategic marketing and channel planning capabilities.”

Social media has made it possible for consumers of all ages, from all walks of life and in countries around the world to bond over shared interests, especially food. To reach multiple generations and remain relevant, brands must put a laser focus on understanding — and connecting with — their target audiences and create on-trend products and experiences that keep consumers coming back for more.

This story has been adapted from the October | Q4 2024 issue of Commercial Baking. Read the full story in the digital edition here.

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