Heading into 2011, we should keep a few things in mind when it comes to food labels and key messages – Today’s consumer is moving beyond “natural” and “organic,” looking for minimally processed foods that combine individual wellness and lifestyles with the well-being of the planet. This evolution of consumer perspective is what the experts and industry are coining as “clean labeling.”

While “organic” and “natural” continue to be “on the money,” consumers want more.

So why do consumers want more? It may not be an actual shift in demand, but a previous lack of understanding. Many of these words – organic, natural, etc. - don’t have standard definitions, which could easily cause confusion and possible distrust toward health claims and food/beverage companies.

The need for stronger consumer education was well noted by experts. Consider the impact of social media nutrition discussions, both positive and negative conversations, about products. When “natural” is on a label, what does that actually mean for the product and will the consumer’s thoughts align?

As a food and nutrition communications specialist and dietitian, I think it is important for food and beverage companies to be mindful about product claims and not only look at the legal side of things, but also at it from a consumer point of view – how the consumer will interpret it.

Heading into 2011, discerning consumers are looking for pure ingredients that promote wellness, taste great and deliver a good value. It is the job of communications expects to educate the consumer on all the options. Products aligned against these goals and companies that help educate the consumer, will be well positioned to catch the ear of nutrition influencers and consumers alike. Want ideas on how to do it? Talk to Current

Additional Readings:

• Dairy Foods, June 2010,Holistic Halo
• FoodNavigator.com, June 17, 2010, Recent developments in clean label science
• FoodNavigator.com, June 21, 2010, Consumer views on natural and clean labeling terminology
• The Hartman Group, Inc., Beyond Organic & Natural

Upcoming Relevant Posts

• How Food & Beverage Companies Can Better Understand Their Audience
• Whole Foods and A Total Diet: What the 2010 Dietary Guidelines Advisory Committee Report is Saying
• Food Processing: The Good, The Bad and The Ugly
• Sustainability: Consumer Driver or Consumer Confusion

See the press release here: http://www.prnewswire.com/news-releases/moms-spending-less-on-back-to-school-shopping-but-spending-more-time-helping-in-class-this-year-97925159.html

“Virginia’s strong leadership skills, strategic thinking and creative mindset, along with her keen ability to grow the firm’s client and talent base, will continue to drive Current’s success,” said Harris Diamond, CEO of IPG’s Constituency Management Group.

Milestones for the firm in 2009 included opening a New York office (adding to locations in Chicago, Dallas, Los Angeles and San Francisco), recruiting senior level talent, expanding offerings in digital and social marketing, and growing its client base to include the Saint Lucia Tourist Board, TTI Floorcare (Hoover vacuum cleaners) and WWRD Holdings Ltd. (Waterford, Wedgwood and Royal Doulton). The agency also partners with clients including The Clorox Company, Mars Foods US, Qwest Communications and The Step2 Company.

“It’s an exciting time for Current as we are well positioned to continue our growth in 2010 and beyond,” said Devlin. “Our team is driven by a commitment to deliver unparalleled client service and insightful, impactful work that resonates with our clients’ target audiences. Together we’ve created a collaborative, challenging, rewarding and fun workplace that inspires me every day.”

A public relations veteran, Devlin spent nine years at IPG agency Weber Shandwick prior to starting Current.

WWRD Holdings, parent company to the Waterford, Wedgwood and Royal Doulton brands, has named New York based Gotham Inc. its agency of record for all creative and media duties. The win comes following a 6-month intensive worldwide search. Under the agreement, Gotham will manage global creative advertising for the distinct lines of china, crystal and metal tableware and giftware; bringing in CT-based Media Partnership to handle media, Boston-based Beam for digital and Current Lifestyle Marketing for public relations. The account is valued at approximately $10MM.

The decision to bring on a new agency of record trails the recent formation of WWRD Holdings by NY-based private equity firm, KPS Capital Partners, following its March 2009 global acquisition of the Waterford, Wedgwood, and Royal Doulton brands. Waterford and Wedgwood were formerly represented by various agencies in the individual markets while Royal Doulton’s advertising was managed internally.

“This partnership is a significant milestone in our history. We will position these iconic Brands for the future with reverence to our history of quality and craftsmanship. We are delighted to be working with the talented team at Gotham,” remarked Moira Gavin, Executive Vice President, Sales & Marketing for WWRD Holdings LLC.

First out of the box for Gotham will be integrated work for Waterford, set to hit late Fall 2009, with Wedgwood concentrating on the 250^th Anniversary Celebration throughout the balance of 2009 and new media to follow in Spring 2010.

“We are thrilled to engage in a partnership that gives us the opportunity to work with three truly distinctive and inspiring brands,” remarked Sheri Baron, president & chief operating officer at Gotham. “We will look to fuel Waterford, Wedgwood and Royal Doulton with truly integrated and effective marketing that not only keeps them at the top of their category, but helps to position them well into the future.”

]]> http://www.talktocurrent.com/current-blog/2010/01/current-wins-public-relations-duties-for-waterford-wedgwood-royal-doulton/feed/ http://www.talktocurrent.com/current-blog/2010/01/hoover-inc-names-current-public-relations-agency-of-record/ http://www.talktocurrent.com/current-blog/2010/01/hoover-inc-names-current-public-relations-agency-of-record/#comments Thu, 07 Jan 2010 21:54:49 +0000 admin http://www.talktocurrent.com/current-blog/?p=42 Hoover, Inc., a leading manufacturer and distributor in the floor care category owned by TTI Floor Care North America, has named Current Lifestyle Marketing, owned by the Interpublic Group of Companies (NYSE: IPG), its agency of record for public relations.

“I have a long and successful track record of working with the leadership team at Current, so they were a natural choice when I recently joined the Hoover team,” said Brian Kirkendall, vice president of marketing at Hoover. “They came to us with strategic and creative approaches to engage our target audience, plus great knowledge about and media contacts in the home appliance category.”

Initial work for Hoover began in July 2009 when Kirkendall joined the company. He recruited the agency for services after an outstanding working relationship that developed while he was with the Step2 Company, LLC in 2008. The team currently is planning a multi-faceted holiday program to generate awareness and excitement surrounding the launch of Hoover’s newest line of upright vacuums.

“This partnership is a perfect fit for us – working with a trusted client and a respected brand, in a category where we have deep experience, and drawing on our expertise in marketing to women and moms, Hoover’s primary target,” said Virginia Devlin, general manager of Current.

The business will be run out of the Chicago office of Current under the leadership of Amy Colton, senior vice president and a founding member of the Marketing to Moms Coalition.

So check out the site to learn more about our agency, our talented and passionate team of professionals, and our strategic approach for creating curiosity and conversation to build brands, motivate change and drive engagement.

Talk to Current…and find out how we can help you achieve your business objectives.