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The Food Institute Blog

The Food Institute Blog

Kellogg's, Hershey's and Heinz Top of the List for Food Brand Engagement
Posted on March 22, 2017 by Chris Campbell

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.”

 

About the Author

Chris Campbell
Business Writer
The Food Institute

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 chris.campbell@foodinstitute.com to talk about anything food-related.

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