Dive Brief:
- The family meals trend is gaining sizable momentum in the food and beverage industry, according to the Food Marketing Institute (FMI) Foundation, which established the movement last September.
- More than 100 grocery store chains and food manufacturers nationwide said they would feature products that encourage consumers to enjoy the benefits of an additional at-home meal each week, just in time for National Family Meals Month, going on now.
- FMI is launching a massive supportive campaign, including "custom creative on-air spots that will air on its educational and informational Saturday morning programming block that airs on ABC stations nationwide," according to a news release.
Dive Insight:
The push for family meals appears to be working, FMI says. The organization cited data from Nielsen Perishables Group that showed nearly three-quarters of consumers (74%) who saw the campaign last September took action.
The company hopes that its new creative content partnership will drive still more consumers to embrace the movement. This strategy differs from similar organizations, such as the Organic Trade Association, which took to social media last year to launch a myth-busting campaign and better connect with consumers.
TV ads are still a critical part of any media budget, but the technology is less interactive. Family meals are an exact definition of interactive, so it will be interesting to see how consumers react to the campaign and drive the surrounding conversation online.
If each consumer enjoyed one more week at home, manufacturers could see a boon in both fresh and packaged food sales. As grocery prices continue to fall, manufacturers can benefit from the cost-effective edge they currently offer over restaurants.