Cultivating brand potential

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Instagram your salad

Posted by: Jo Briton

Categories: Marketing, Digital,

Thu, 05 Jun 2014

There has recently been news that café and restaurants are being set up where consumers are required to use social media as currency.

Weight Watchers have launched the Feel Good Café in London, which aims to champion “choice, flavour and real food”. It is offering all food free of charge in exchange for visitors spreading the feel-good message via social media.

The concept has been launched on the back of new research commissioned by Weight Watchers Foods, which revealed the extent of the confusion around dieting, with over half of UK women (52 per cent) unsure where to begin when contemplating weight loss and only one in ten (8 per cent) feeling confident when it comes to making healthier food choices.

The cafe will be open 16 to 23 May with the potential to spread nationwide in the future.

Then we have Birds Eye’s new concept restaurant, The Picture House, which enables customers to settle the bill by sharing Instagram pictures of their food.


Birds Eye’s initiative seeks to build the brand on social media after research found that 52 percent of diners regularly photo document their meals. The strategy is in support of a new line of products called Inspirations.

Diners at the pop-up restaurant who tagged Instagram posts of their meals with #BirdsEyeInspirations had their bill waived.


The activity was generated around the company’s insight that 52 percent of individuals habitually photograph their meals, 11 percent snap pictures at least once a week, with 9 percent confessing a compulsion to photograph at least one meal a day.

I am amazed by this level of social media food sharing but not surprised food and produce brands are catching on to the idea. What do you think? Would you Instagram your food for a free meal?

Sources: The Drum, Mobile Commerce Daily and Marketing Week




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