What do rapper Mata, top of Kilimanjaro, speciality coffee and Woodcutter burger have in common? Among other things, such answers were given when we asked our experts about 2022 in the trade, marketing and communications sectors. What consumer campaigns and trends have taken the lead? What is good about these industries and what challenges have they faced? Let's check it out!
Best campaign in the food sector
Ewa Pawella – Head of Marketing, Foodsi
It will be Hard to Beat Last Year's McDonald's campaign Mata takes on Maca. I think it's worth focusing on an interesting message – both visually and in terms of content. In this regard, I rely on Lucullus ' communication in connection with the book's release New cookies. Excellent commercial, unique aesthetics…
More broadly, for campaigns with a large reach, you need to replace It doesn't disappear here, i.e. communications prepared by Foodsi. This is not only a treat for the eyes, but also an indication of the specific problem of food waste and how we can prevent it.
Agnieszka Zagrobelna – Marketing Specialist, XO MEDIA
The Lumberjack burger is a special McDonald's product.almost every year, its appearance on the menu precedes many marketing efforts. For fans of fast food, this event is what the Berlinale festival is for film lovers. This year, the brand promoted a sandwich with the slogan Let's make the most pleasant winter together! and she prepared both the venue and the ambient event, during which the chain's restaurant in Ustron was dressed in a sweater. This is the best campaign, I do not know, but definitely one of the warmest. 😊
Shopping online or offline - what won in 2022?
Mateusz Tryjanowski – Head of Marketing & E-commerce, HAYB
Hmm… Common sense says that online-it was another year of great growth, this channel will continue to grow and will be number one-but my heart tells me that offline.
This year, without any obstacles in the form of lockdowns, it was possible to slowly return to the habits before the pandemic-moreover, to discover new advantages and once again appreciate the possibility of stationary trips to shopping or restaurants. These are stand-alone channels that have experienced a Renaissance and may have reinvented the full gloss, at least in the speciality coffee business.
Consumer trend in 2022
Zuzanna Raszyńska – Brand Manager, Chupa Chups & Fruittella Perfetti Van Melle
According to my observations, this year the production of vegetable forms of protein is very developed. Large grocery stores already have special refrigerators where you can find only plant-based products.
Consumers pay attention to the carbon footprint, which is huge in cultivation and industrial production. At one time, there was a big "boom" for lactose-free products, and now manufacturers are expanding the range to include plant-based options. Companies that are still known for their canned milk and meat snacks produce their own vegetable analogues.
Of course, this is also the result of soaring inflation, rising prices for food, crops, and meat. Difficult times are forcing us to make alternative solutions that will be healthier and more environmentally friendly in the long run than the current ones.
Positive changes in the industry
Ewa Pawella – Head of Marketing, Foodsi
The industry has barely begun to emerge from the tandem pit, and it is already having to deal with the problems associated with the growing costs of managing the premises. Under these circumstances, it is difficult to achieve impressive changes. However, it's worth a look startups that rely on the production of vegetable protein, like the Apollo plant Curcula. I see a growing trend in this aspect.
Zuzanna Raszyńska – Brand Manager, Chupa Chups & Fruittella Perfetti Van Melle
Positive changes that are sprouting and will develop in consumer behavior include desire to improve your health.
The pandemic prompted us to finally take care of ourselves. There are many products on the market with a simple composition, an increased amount of protein and functional additives, such as vitamins, exotic spices that speed up the metabolism and support the immune system, or herbs that we still associated with healthy tea. A good example here is collagen, which is added to some dairy products to improve the appearance of the skin. I think that the next years will be marked by the development of functional products.
Mateusz Tryjanowski – Head of Marketing & E-commerce, HAYB
No doubt a great comeback cafe with no limits. In 2022, it was once again a place to come and sit; not just a takeaway coffee shop, but a place to work, relax, or just have a little fun. A lot of well-known places have raised their sails again, some new, really honed concepts have opened up, and for many, this summer season has been the best in recent years.
I am glad that this did not negatively affect the consumption of high-quality coffee at home. Thus, we can say that the entire speciality coffee industry has moved forward - not only restoring the pace before the pandemic, but also gaining new speed.
Agnieszka Zagrobelna – Marketing Specialist, XO MEDIA
Changing the approach to sugar advertising among children and adolescents. Nestle was the first to pick up the gauntlet, and as part of its "responsible business" policy, decided to: we do not advertise sweets, ice cream, or beverages with added sugar to people under the age of 16. year of life.
These rules will come into force on July 1, 2023 and will apply to all channels that Nestle uses in marketing communications. The company aims to implement its foundation in close collaboration with social media platforms, game developers, and event organizers, where more than 25% of participants are under the age of 16. year of life.
Main event of the industry
Ewa Pawella – Head of Marketing, Foodsi
Special meetings for the gastro industry on the occasion of the Food Business Forum and the Food Market and Trade Forum. Let's not forget the work that food banks are doing on World Food Day.
Agnieszka Zagrobelna – Marketing Specialist, XO MEDIA
This is definitely Uber Eats action, and they broke the world record.
But from the very beginning: the brand that delivers ordered food directly to our door, invited The Standing Tall Foundation to cooperate. Together, they decided to deliver a burger... on Kilimanjaro (for reference-this is the highest peak in Africa, it belongs to the crown of the earth group)!
This peak is the dream of many climbers, including Andy Reed, who lost both legs in the war in Afghanistan. Andy took on the role of an Uber Eats courier and, together with his team of mountain climbers, delivered the order to the top of the roof of Africa. The challenge was also accompanied by a fundraiser for the Standing Tall Foundation, of which Andy is president.
The biggest problem
Ewa Pawella – Head of Marketing, Foodsi
The biggest problem inform your audience about the importance of making informed and intelligent food purchasing decisions. How to buy with your head in order not to throw away the excess. How to spend time with your family or friends without spending a fortune. How to support the environment by reducing or eliminating meat. What are the advantages of switching to local or regional purchases?
A big problem is also educationwhich will allow us all to live better, and maybe just easier.
Zuzanna Raszyńska – Brand Manager, Chupa Chups & Fruittella Perfetti Van Melle
The biggest problem for the industry was, is and will be soaring inflation. Rising energy prices and the cost of producing goods and services may not encourage the desire to spend money. The increase in credit payments and housing bills makes consumers behave even more economically than in previous years.
But I think that this savings can be, for example, for electronics, and not for the category of sweets. Poles in difficult times will not deny themselves a sweet moment of enjoyment, which in general does not weigh much in the shopping basket, and humor will certainly improve.
Mateusz Tryjanowski – Head of Marketing & E-commerce, HAYB
I suspect that many people think about inflation, energy prices and the uncertain economic situation in the context of the problem – however, this affects not so much specific industries (although, of course, there are those that burden much more), but life in general. That's why I'd look for other things to come up against. My gut tells me that for the speciality coffee market, this will be the need to find a new formula to convince customers to choose the best quality coffee, different from what was before.
There is less "alchemy", talk about nuances and constant encouragement to equip yourself with new, magical equipment, and more of such a quiet education, transferring knowledge not through training and courses, but in an accessible form, gradually, in small portions. Presenting Speciality Coffee as an easy and better alternative to your existing choice, rather than a capital and time-consuming hobby. Fewer professions, polishing recipes and sea stories, more search for the golden mean, reducing the barrier to entry and offering simple solutions. It's time to let the world know that speciality is for everyone and doesn't require much effort!
Agnieszka Zagrobelna – Marketing Specialist, XO MEDIA
A smart and healthy approach to marketing (and that doesn't mean it's boring!)- in the style of Nestle, not the duo Palikot & Provincial.
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
