The Consummate | 26 February 2023

Feb 26

Welcome to The Consummate! Every week we bring our points of view, updates, news, and curated content to the consumer community in India and Southeast Asia. Let's dive in!

In The Spotlight ✨

Brick by Brick Episode #9 with Katherine Desbaillets

SaladStop Group was founded in 2009 with environmental consciousness and sustainability at the forefront of its operations.

They’ve partnered with Unravel Carbon to understand and minimise their carbon footprint across all aspects of their business from everyday produce and grocery items in daily operations to the manner of construction of each outlet. They've also introduced carbon labelling for their entire menu to educate consumers and provide transparency.

Across their 70 outlets in 7 countries, they have CO2 emissions of 0-147.4 vs 977.3 CO2-e in average QSR outlets. Saladstop has recently launched Southeast Asia's 1st Net Zero F&B Outlet.

Check out this episode with Katherine, Chief Brand Officer, Saladstop Group on their playbook to go Net Zero by 2030 and much more!

Currently Consuming ☕️

Why CPG giants are expanding their popular brands into new categories

Reese's peanut butter sandwiches and peanut butter light ice creams

Snacking has become somewhat of a small luxury for inflation-weary shoppers who’ve held back their spending habits. From Reese’s-flavored ice creams to Old El Paso corn chips, CPG giants are expanding some of their iconic products into new sections of the grocery store. When they expand into new categories or when they co-brand it generates trust with new audiences.

TikTok’s Deinfluencing Trend, Explained

Deinfluencing, the latest viral TikTok trend, involves users sharing what products they didn’t like and suggesting alternatives.

“It’s everywhere, and you turn anywhere on social media and get products pushed in your face,” said Beth Zerdecki, co-founder of shopping recommendation platform Rank & Style. “What’s happening is, influencers are looking for a way to convince followers, ‘I am the most trustworthy.’”

While deinfluencing is perhaps a sign of an ongoing rise in the standards that audiences hold content creators to, it certainly is not a warning sign of a pending end to influencer marketing. Quite the opposite; as deinfluencing and influencing are essentially the same thing: online creators guide consumer purchasing decisions.

Best Practices for Influencer Marketing Campaigns

Taylor Lagace @TaylorLagace

…IF you start your relationship paying for posts So how does it work? It all begins with seeding micro-influencers (Gifting no strings attached) The goal here is to ascend the “best fits” from seeding to ambassadors, filtering out the “bad fits” along the way For example...

How to filter out influencers who don’t truly love your products, and find true fans – the ones who want to share your product because they genuinely love it.