For food producers, word of mouth was always an important way to spread news about a product. However, in a world that is becoming ever-more digital, social engagement is becoming more and more important. Engagement Labs recently released its first ever TotalSocial rankings for the top performing food brands in the U.S. to measure both social engagement and word of mouth conversations.
According to the rankings, Kellogg's, Hershey's and Heinz are the food brands with the strongest consumer engagement. Kellogg's had the strongest offline score, which measures a brand's ability to drive in-person conversations. Betty Crocker had the best online performance, with particularly high online sentiment, brand sharing and influence scores.
Pillsbury, General Mills, Betty Crocker, Dole, Quaker Oats, Goya Foods and Nestle rounded out the top ten. The TotalSocial data indicated that the food industry as a whole tends to perform equally online and in face-to-face conversations, but there is room for improvement in both areas. As CEO of Engagement Labs Ed Keller notes:
“When conducting our research, we examined each brand’s individual strengths and weaknesses, and found that many food brands are what we call ‘Whisper Brands.’ This means they perform below average, both online and offline, as compared to our full list of 500 brands. However, there are three brands that successfully pushed the limits—Kellogg’s, General Mills and Hershey’s—as ‘Conversation Commanders’ which perform above average both online and offline... These three brands each provide a unique blueprint for how food brands can succeed in leveraging social influence to drive results. Online and offline work in tandem with one another, and our data proves that, in order to drive business results, brands cannot solely rely on one over the other.”
If you've gone to the grocery store lately you've surely noticed the increased importance given to products that make mealtime easier. From pre-cut fruits and vegetables to meal kits to fully-prepared dishes, the supermarket is becoming a major competitor in the foodservice sector.read more
Although a maelstrom of issues have compounded at Starbucks Corp., one thing seems certain: profits will be lower than previously expected in 2018.read more
Chris focuses on fresh, canned and frozen fruit and fresh and dried vegetables for the Food Institute Report. In addition, he assists in compiling data for various Food Institute publications throughout the year. He is a proud Rutgers University alumnus with a degree in English, and has a background in web writing for a variety of industries, including legal, foodservice and small-to-medium sized businesses. In his downtime you can find him watching New York Yankees baseball, hiking, enjoying live music and spending time with his dog Kaiden. He invites you to contact him via email at email@example.com to talk about anything food-related.
There are no comments, yet. Why don't you add one?
10 Mountainview Road
Upper Saddle River, NJ 07458
Food Institute reps are available to answer your questions
BECOME A MEMBER
For close to 90 years, The Food Institute has been the best "single source" for food industry executives, delivering actionable information daily via email updates, weekly through The Food Institute Report and via a comprehensive web research library. Our information gathering method is not just a "keyword search."