You can tell the vitality of a marketing category by its advertising — and right now the retail grocery business is heating up. With 17 percent of all US adolescents obese and the likelihood that for the first time in the history of our country children will grow up less healthy than their parents, the retail grocery business is finally beginning to innovate and in the right direction.
Thumb through the ads in Progressive Grocer and you will see some with real claims. Real proof. It’s easy to do good advertising when you have real innovation to sell. Yeah, yeah there are still some charts and an ad or two with cheesy headlines (Hershey’s “Delivering Innovations Shopping Solutions”), but unlike the ads in a recent copy of CIO Magazine, crafted with stock art by internal market departments, the grocery trades are cranking out work with real stories. And you can tell that the ConAgra’s of the world are excited to be introducing lines of healthy steamed entrees.
Feeding America more healthy, more affordable food (not usually used in the same sentence) is driving “what’s up” in the grocery business. It may not be a sexy category, like social media, or mobile phones, but it’s important and growing. And in a few months all this trade advertising will move into the general media markets and feed (sorry) the general advertising business. Exciting! Peace!