The Food Industry and RADIO Advertising #1

Now... 90+% of most customers in the food industry are particular about what they want, as in they know what they like, what they want, and why they want it.

Some people may very well be watching their weight and, are therefore, very concerned about their calorie and kilojoule intake.

Other people may have other health concerns, including having to take specific medication that doesn't mix well with some types of food, and yet others may just prefer a particular meal type.

While it is a little old now... a 2017 research report (READ IT HERE) into radio (before Covid) influencing Australian dining trends found:

  • 90% of respondents eat out at least once a month and 54% eat out at least once a week
  • When asked about their top three favourite types of food, Australian cuisine was the most popular choice for 39% of respondents, followed by Chinese (37%), Italian (27%) and Thai (25%)
  • 47% are more interested in a restaurant after hearing about it from their favourite radio personalities
  • When eating at home, 35% have used a meal delivery service
  • 31% said their kitchen needs to have new cookware and 28% said it needs large appliances
  • Over 1/3 are not sure what they’re doing for dinner on any given day
  • 29% said radio advertisements influence their meal time decisions.

Here are some tips on how you can improve your radio ads for food to make you stand out from the competition.

Understand the Trends
Looking at the most popular cuisine's listed above, it makes the food advertising space very competitive, especially when it comes to radio.

With increased competition from other types of food, winning diners over means doing something different, something unique.

But befiore you do - you need to know what to stay away from.

Most radio ads for food products sound rushed.
Fast talking, rushed commercials make it hard for listeners to get the details they want from them. While this may be one way to paint the picture of a fast-food setting, it just means that usually, they miss the mark.

Your goal should be to ensure that the target audience knows enough about your product so they can choose to buy it.

Food companies have a tendency to profit from vulnerable populations.
It should not come as a shock to you that most ads for food products and services (including fast food) usually target children, young adolescents, and youths.

Why is it so?

Because those demographics are famous for impulsive buying habits. Research has found that they have the strongest brand loyalty.

Next time we look at HOW TO IMPROVE YOUR FOOD ADS... until then - stay safe!

Australian Dining Advertising - could it be better - YES!


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