Pollock Communications and Today’s Dietitian release a study that finds that COVID has brought about several changes in what consumers are looking for when they make their food and beverage choices. The survey of 1,165 registered dietitian nutritionists says that the pandemic has led consumers away from the traditional three-meals-a-day model and toward more frequent snacking. It also puts foods that support immunity at the top of consumer shopping lists, followed by those that are affordable and value-based, and those that promote comfort and emotional well-being. “Superfoods,” or those judged to have strong health and wellness benefits, have also become dominant in consumer choices, according to the survey. Its “Top 10 Superfoods for 2021” is headed up by fermented foods such as yogurt and kefir, blueberries and green tea. Overall, the study uncovers “significant changes caused by COVID-19 that will continue to affect eating habits and the food industry for years to come,” said Pollock Communications president Louise Pollock. To see the full report, click here.
SourceCode Communications forms a digital strategy practice. The new practice will be focused on growing the agency’s portfolio of digital-only brands, as well as increasing organic growth opportunities with existing clients across its consumer technology, consumer lifestyle, insights & engagement, and enterprise verticals. Leading the unit is Sadé Council, whose previous positions include global brand consultant at American Express and senior manager, digital strategy at Carol’s Daughter (a L’Oréal brand). The team’s capabilities include organic and paid social, content production, influencer engagement and management, as well as SEO strategy. SourceCode will focus on adding display, search, and design strategy as the team evolves. “We’ve always had aspirations to build SourceCode into a truly integrated shop,” said SourceCode co-founder and managing partner Greg Mondshein. “We’ve found the right leader in Sadé to bring our vision to life.”
Blue C, a Costa Mesa, CA-based branding and marketing agency, launches its BrandPWR platform, which is aimed at helping brands identify value propositions and more effectively connect with key audiences. The platform is initially targeting brands in sectors that include the electric transportation, fintech, mortgage and technology industries. It is designed to lead businesses through a hands-on, multi-step process that defines “the who, what and why behind the brand.” Blue C founder and chief operating officer Eric Morley says “without a solid understanding of who they are and why their customers should care, most brands are only able to scratch the surface of success” and that BrandPWR enables clients “to build the most solid foundation that arms them with the tools necessary to enjoy sustainable, long-term results.”