The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Give a vegetable a catchy name – such as X-Ray Vision Carrots or Dinosaur Broccoli Trees or Tomato Bursts – and kids will eat nearly twice as much of it.
That’s the finding from a Cornell University study of 186 preschoolers. And the results were lasting. Even on lunch days when special names weren’t assigned, the kids continue to eat about 50% more of that same veggie.
“Cool names can make for cool foods,” said the study’s lead author. “Giving a food a fun name makes kids think it will be more fun to eat.”
Marketers know a similar approach works with adults: Spark their imagination, and it will spark their appetites.
* “Belgian Black Forest Chocolate Cake” outperforms basic “Chocolate Cake” as a menu item.
* “Succulent Italian Seafood Filet” outperformed plain “Seafood Filet” in a restaurant study. (Sales increased by 28% and taste ratings by 12%.)
The same foods, but with different expectations because of the name – and thus a different experience.
Now, that’s food for thought.
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