Food Business News - December 8, 2020 - 40

have some of the most passionate follower bases. Their followers really trust them
and actually take product recommendations from them. "

Seven Sundays'
influencer partners helped shape
messaging around
the brand's new
grain-free ready-toeat cereal.

©MARIA_SAVENKO - STOCK.ADOBE.COM AND SEVEN SUNDAYS

Picking a platform

very specific audience or want to speak
to an incredibly engaged audience, even
if it's small, there's great value there, " Ms.
Buckle said. " There's also value in the idea
of going to a large number of micros and
learning things from those engaged audiences. The downside is that to do that
really successfully, it is a big scale play. "
Minneapolis-based muesli brand
Seven Sundays LLC over the past year
and a half shifted its approach from
long-term paid contracts with mega-influencers to gifted partnerships with
micro-influencers. It currently uses
an in-house team to target around 100
micro-influencers each month.
Seven Sundays doesn't pressure
potential partners to post if they don't
connect with the brand, but the niche
nature of micro-influencing means most
people who are sent product end up
promoting the brand on their channels,
founder Hannah Barnstable said. As an
example, the brand recently launched
in Target with an exclusive larger family
pack. It developed a campaign focused on
young families, reaching out to micro-influencers who feature their children on
their channel and who have talked about
Target before.
" I really like the transition we made
to this broader approach instead of
going deep with mega-influencers, " Ms.
Barnstable said. " We're connecting with
real people. It's not just an advertisement.
40

Food Business News

They'll do hashtags to let people know a
post is sponsored, but it doesn't feel that
way when you look at the content. "
Mosaic Foods has benefited from
paid partnerships with macro-influencers
when the goal is driving brand awareness

Seven Sundays and Mosaic Foods
both focus on Instagram influencers. It's
the most common platform for food and
beverage brands, with 79% of brands
citing it as the most important social
channel for their influencer marketing
campaigns, according to research from
Influencer Marketing Hub. Opportunities
also exist with other platforms.
" Different platforms serve different
purposes, combined with the fact that
different audiences exist on different
platforms, " Ms. Buckle said.
Millennials and Gen Z are most likely
to engage with influencers on Instagram,
according to influencer marketing agency
Get Hyped. Facebook has a large user base
but may be a better fit for consumers in their
thirties and older. YouTube has the widest
range of demographics, from children and
Gen Xers. TikTok has exploded in use in recent years and is particularly popular among
younger consumers, but its demographics
are expanding as the platform grows.
Nerdy Nuts found almost overnight success on TikTok this summer by
partnering with popular content creators

'Whether it's a tube of toothpaste or a food
product, if someone you trust says to you,
" I really like this product, " your interest in
trying and purchasing that product is going
to increase significantly.'
- Laurie Buckle, Cookit Media LLC

but has found gifted collaborations with
micro-influencers are more effective at
generating trial, Mr. McIntire said.
" A disproportionate number of our
successful influencer collaborations are
inbound, " he said. " When we work with
those folks, we generally find the content
they post is really authentic. And while
somebody who only has 5,000 followers
may not have a huge audience, they do

who had yet to embark on any sponsored
partnerships. Ms. Peterson discovered one
of the brand's biggest influencers through
a no-bake peanut butter pie tutorial that
had more than 100,000 views.
" I reached out to her and told her I'd
love to send her peanut butter to use in
her next video, " she said. " That's the type
of people I'm looking for. "
The strategy was a hit, with Nerdy
December 8, 2020



Food Business News - December 8, 2020

Table of Contents for the Digital Edition of Food Business News - December 8, 2020

Food Business News - December 8, 2020 - 1
Food Business News - December 8, 2020 - 1
Food Business News - December 8, 2020 - 2
Food Business News - December 8, 2020 - 3
Food Business News - December 8, 2020 - 4
Food Business News - December 8, 2020 - 5
Food Business News - December 8, 2020 - 6
Food Business News - December 8, 2020 - 7
Food Business News - December 8, 2020 - 8
Food Business News - December 8, 2020 - 9
Food Business News - December 8, 2020 - 10
Food Business News - December 8, 2020 - 11
Food Business News - December 8, 2020 - 12
Food Business News - December 8, 2020 - 13
Food Business News - December 8, 2020 - 14
Food Business News - December 8, 2020 - 15
Food Business News - December 8, 2020 - 16
Food Business News - December 8, 2020 - 17
Food Business News - December 8, 2020 - 18
Food Business News - December 8, 2020 - 19
Food Business News - December 8, 2020 - 20
Food Business News - December 8, 2020 - 21
Food Business News - December 8, 2020 - 22
Food Business News - December 8, 2020 - 23
Food Business News - December 8, 2020 - 24
Food Business News - December 8, 2020 - 25
Food Business News - December 8, 2020 - 26
Food Business News - December 8, 2020 - 27
Food Business News - December 8, 2020 - 28
Food Business News - December 8, 2020 - 29
Food Business News - December 8, 2020 - 30
Food Business News - December 8, 2020 - 31
Food Business News - December 8, 2020 - 32
Food Business News - December 8, 2020 - 33
Food Business News - December 8, 2020 - 34
Food Business News - December 8, 2020 - 35
Food Business News - December 8, 2020 - 36
Food Business News - December 8, 2020 - 37
Food Business News - December 8, 2020 - 38
Food Business News - December 8, 2020 - 39
Food Business News - December 8, 2020 - 40
Food Business News - December 8, 2020 - 41
Food Business News - December 8, 2020 - 42
Food Business News - December 8, 2020 - 43
Food Business News - December 8, 2020 - 44
Food Business News - December 8, 2020 - 45
Food Business News - December 8, 2020 - 46
Food Business News - December 8, 2020 - 47
Food Business News - December 8, 2020 - 48
Food Business News - December 8, 2020 - 49
Food Business News - December 8, 2020 - 50
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Food Business News - December 8, 2020 - 52
Food Business News - December 8, 2020 - 53
Food Business News - December 8, 2020 - 54
Food Business News - December 8, 2020 - 55
Food Business News - December 8, 2020 - 56
Food Business News - December 8, 2020 - 57
Food Business News - December 8, 2020 - 58
Food Business News - December 8, 2020 - 59
Food Business News - December 8, 2020 - 60
Food Business News - December 8, 2020 - 61
Food Business News - December 8, 2020 - 62
Food Business News - December 8, 2020 - 63
Food Business News - December 8, 2020 - 64
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http://digital.foodbusinessnews.net/sosland/fbn/2011_02_15
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http://digital.foodbusinessnews.net/sosland/fbn/2011_01_18
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http://digital.foodbusinessnews.net/sosland/fbn/2010_12_21
http://digital.foodbusinessnews.net/sosland/fbn/2010_12_07
http://digital.foodbusinessnews.net/sosland/fbn/2010_11_23
http://digital.foodbusinessnews.net/sosland/fbn/2010_11_09
http://digital.foodbusinessnews.net/sosland/fbn/2010_10_26
http://digital.foodbusinessnews.net/sosland/fbn/2010_10_12
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http://digital.foodbusinessnews.net/sosland/fbn/2010_08_17
http://digital.foodbusinessnews.net/sosland/fbn/2010_08_03
http://digital.foodbusinessnews.net/sosland/fbn/2010_07_20
http://digital.foodbusinessnews.net/sosland/fbn/2010_07_06
http://digital.foodbusinessnews.net/sosland/fbn/2010_06_22
http://digital.foodbusinessnews.net/sosland/fbn/2010_06_08
http://digital.foodbusinessnews.net/sosland/fbn/2010_05_25
http://digital.foodbusinessnews.net/sosland/fbn/2010_05_11
http://digital.foodbusinessnews.net/sosland/fbn/2010_04_27
http://digital.foodbusinessnews.net/sosland/fbn/2010_04_13
http://digital.foodbusinessnews.net/sosland/fbn/2010_03_30
http://digital.foodbusinessnews.net/sosland/fbn/2010_03_16
http://digital.foodbusinessnews.net/sosland/fbn/2010_03_02
http://digital.foodbusinessnews.net/sosland/fbn/2010_02_16
http://digital.foodbusinessnews.net/sosland/fbn/2010_02_02
http://digital.foodbusinessnews.net/sosland/fbn/2010_01_19
http://digital.foodbusinessnews.net/sosland/fbn/2010_01_05
http://digital.foodbusinessnews.net/sosland/fbn/2009_12_22
http://digital.foodbusinessnews.net/sosland/fbn/2009_12_08
http://digital.foodbusinessnews.net/sosland/fbn/2009_11_24
http://digital.foodbusinessnews.net/sosland/fbn/2009_11_10
http://digital.foodbusinessnews.net/sosland/fbn/2009_10_27
http://digital.foodbusinessnews.net/sosland/fbn/2009_10_13
http://digital.foodbusinessnews.net/sosland/fbn/2009_09_29
http://digital.foodbusinessnews.net/sosland/fbn/2009_09_15
http://digital.foodbusinessnews.net/sosland/fbn/2009_08_18
http://digital.foodbusinessnews.net/sosland/fbn/2009_08_04
http://digital.foodbusinessnews.net/sosland/fbn/2009_07_21
http://digital.foodbusinessnews.net/sosland/fbn/2009_07_07
http://digital.foodbusinessnews.net/sosland/fbn/2009_06_23
http://digital.foodbusinessnews.net/sosland/fbn/2009_06_09
http://digital.foodbusinessnews.net/sosland/fbn/2009_05_26
http://digital.foodbusinessnews.net/sosland/fbn/2009_05_12
http://digital.foodbusinessnews.net/sosland/fbn/2009_04_28
http://digital.foodbusinessnews.net/sosland/fbn/2009_04_14
http://digital.foodbusinessnews.net/sosland/fbn/2009_03_31
http://digital.foodbusinessnews.net/sosland/fbn/2009_03_17
http://digital.foodbusinessnews.net/sosland/fbn/2009_03_03
http://digital.foodbusinessnews.net/sosland/fbn/2009_02_17
http://digital.foodbusinessnews.net/sosland/fbn/2009_02_03
http://digital.foodbusinessnews.net/sosland/fbn/2009_01_20
http://digital.foodbusinessnews.net/sosland/fbn/2009_01_06
http://digital.foodbusinessnews.net/sosland/fbn/2008_12_23
http://digital.foodbusinessnews.net/sosland/fbn/2008_12_09
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http://digital.foodbusinessnews.net/sosland/fbn/2008_11_11
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http://digital.foodbusinessnews.net/sosland/fbn/2008_10_14
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http://digital.foodbusinessnews.net/sosland/fbn/2008_06_24
http://digital.foodbusinessnews.net/sosland/fbn/2008_06_10
http://digital.foodbusinessnews.net/sosland/fbn/2008_05_27
http://digital.foodbusinessnews.net/sosland/fbn/2008_05_13
http://digital.foodbusinessnews.net/sosland/fbn/2008_04_29
http://digital.foodbusinessnews.net/sosland/fbn/2008_04_15
http://digital.foodbusinessnews.net/sosland/fbn/2008_03_18
http://digital.foodbusinessnews.net/sosland/fbn/2008_03_04
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http://digital.foodbusinessnews.net/sosland/fbn/2007_11_13
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http://digital.foodbusinessnews.net/sosland/fbn/2006_07_25
http://digital.foodbusinessnews.net/sosland/fbn/2006_07_11
http://digital.foodbusinessnews.net/sosland/fbn/2006_06_27
http://digital.foodbusinessnews.net/sosland/fbn/2006_06_13
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http://digital.foodbusinessnews.net/sosland/fbn/2005_04_12
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