During the lockdown, several campaigns focused on brand building . Many brands have tried to bridge the gap by simply trying to remind others that they are there without losing an audience. Burger King used its social campaigns, just like that, through very simple messages burger king covid campaign or by combining the indirect promotion of its products with the message "I stay at home", so that the public can cook familiar dishes. burger king the quarantine whopper The Aperol Spritz campaign also follows this trend. Via Twitter, she invited Internet users to indulge in the famous cocktail recipe at home without having to go to the bar.
This initiative emphasized brand awareness while encouraging the community to stay home. covid aperol spritz campaign Source: Aperol Spritz 5. Focus your communications on health and safety Being able to communicate that your customer can safely return to your tables will be essential both when current restrictions are lifted and in the post-COVID-19 future. Personal health will be a top priority, even in the new normal. Trusting the respect of hygiene and health of restaurants and bars will be decisive in the choices of users. Zomato showed this, pointing to a marked increase in attention to reviews of hygiene conditions in the guide. Companies with high security scores reported a 25% increase in orders placed through the app . Therefore, communicating to customers all the hygiene measures you have put in place has become a must.
SMS and social media campaigns to make sure all your customers know your business is safe. 6. Rediscover the importance of the local community Consumers have rediscovered their neighborhoods and what's closest to home due to pandemic mobility restrictions. A greater importance of the local community is also found in the Food & Beverage sector: 28% of Italians buy local and artisanal food products after the confinement, while 38% of consumers say they want to support local businesses in the sector once the past pandemic. more than. If the local community is an integral part of your business, then rediscover its value with a communication strategy designed specifically for this type of audience: send targeted communications to your local customers ; inform them of your schedules, services and promotions, and take back the “old school” flyers with your take-out menu and all the useful details. Conclusion Food and beverage is undoubtedly one of the sectors most at risk among those affected by COVID-19. The restrictions severely limit businesses in both capacity and scope. They are reinventing themselves to react not only to the crisis but also to an unexpected change in consumer habits and preferences. Digitalization of the customer experience; promotions; requests for solidarity and sectoral support; brand awareness ; security, and return to the local dimension are, in our opinion, the 6 keys to surviving the crisis and adapting to the new normality.