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11th EDITION: HOW DO FOOD BRANDS COMMUNICATE? CHALLENGES AND TRENDS
MAY 29 2024
In 2024 edition we talked about how food brands communicate through an introductory speech, a round table and the presentation of three success stories from partner companies of the Catalan Audiovisual Cluster. With the collaboration of Foment del Treball, Dircom and Cluster Food Service. This session will be in Catalan.
INITIAL SPEECH: TOP 10 FOOD AND BEVERAGE TRENDS 2024
Innova Market Insights presented the top 10 annual trends in the sector: key ingredients, the origin of the products, how the brand takes into account the environment or the health of the consumer itself. We will focus on the future that is vital for industry innovation.
Innova’s annual trends are based on extensive global consumer surveys, supplemented by market and new product data. Showing not only the factors that drive consumer decisions today, but also the ways in which brands can successfully adapt to the future.
By Marta Delgado del Río, Account Manager at Innova Market Insights.
ROUND TABLE
The concern about what we eat has never been as huge as it is now. Food brands face a greater challenge every day in how they communicate their products. In this Zoom Brands edition we wanted to emphasize the challenges of this sector in front of a growing sensitivity of consumers who are looking for an increasingly personalized product.
How do they communicate the commitment to sustainability and the values that have such an impact on consumer perception and purchasing decisions? How is health becoming the center of their products? And the impact on the environment in the manufacture of products is increasingly an element of purchase decision? How innovations like AI are used to communicate? How is digital communication used to reach new audiences? What are the current trends?
With the participation of Javier Coromina, Communication Director of Idilia Foods (ColaCao, Nocilla); Sophie Pagnon, Chief Communication, Marketing & Impact Officer of Veritas; Àngela Folguerola Llorca, Head of communication, social networks, public relations and internal communication of Ametller Origen; and Lalo Agustina, Communications Director of La Menorquina.
Moderated by Bibiana Ballbè, journalist and CEO of TheCreative.
PRESENTATION OF SUCCESS CASES
Finally, we were able to discover different successful cases of food brand campaigns:
Ed Antoja, Fouder and Creative Director at La Diferencia.
Presented the ANETO Natural campaign.
Jejo Serra, executive producer and partner; & Arnau Giol, producer at WE ARE CP.
Presented the TABASCO campaign.
Màrius Sala, partner and Head of Desing; and Juanra Alfaro, partner and Head of Art at KNOCK.
Presented the Señorío de Sarría campaign.
MODERATED BY:
INITIAL SPEECH BY:
Bibiana Ballbè
Journalist and CEO of TheCreative
Bibiana Ballbè is a journalist, creative director, television presenter and founder and CEO of TheCreative: a creative agency and audiovisual production company from which she works with clients such as Cacaolat, Fundació LaCaixa, Juve i Camps, Cushman Wakefield, Kimpton and Estrella Damm.
Marta Delgado del Río
Account Manager at Innova Market Insights
Graduated in food technology, she is dedicated to helping leading companies in the food and beverage industry understand the market and consumers and discover innovation opportunities.
ROUND TABLE WITH:
Javier Coromina
Communication Director of Idilia Foods
Degree in Business Management from IQS, PDG from IESE, DIBEX from ISDI, and Master in Philosophy from Ramon Llull University. He has worked as a Product Manager at Nutrexpa and at Antena 3. He was Marketing Director of Ràdio Televisió Andalusa and Commercial and Marketing Director of IB3, Ràdio Televisió de les Illes Baleares in the team he founded. He is a member of the Advertising Self-Control Council and president of the Media Forum of the Spanish Association of Advertisers, as well as a member of the executive council of this association.
Idilia Foods is the company that owns such well-known brands as ColaCao or Nocilla. As for ColaCao, it is one of the most beloved and historic food brands that, since its birth, has had communication as a success factor, knowing how to adapt to the times to maintain its relevance.
Sophie Pagnon
Chief Communication, Marketing & Impact Officer of Veritas
With more than 25 years of experience in the food retail sector, her experience has focused on purchasing management. She has worked at Veritas for thirteen years and is now the director of communication, marketing and impact. Her responsibilities range from strategic and sustainability decisions to brand positioning, commercial campaigns and CRM management.
Veritas is the leading national organic supermarket chain. It aims to make the best possible food accessible to everyone: organic, certified, sustainable and socially fair.
Àngela Folguerola Llorca
Head of communication, social network, public relations and internal communication of Ametller Origen
With more than ten years of experience in the positioning of companies through corporate communication, media relations, online and offline content creation, management of social networks and events and strategic alliances with entities and partners. He joined Ametller Origen Group more than three years ago, leading external and internal communication.
The Ametller Origen Group is a food company specializing in quality fresh and processed products. As a result of their experience as farmers and producers, they have consolidated a business model of vertical integration, controlling from the source the products they offer in their stores. The Group has cultivation and fruit fields and a central workshop for elaborate products.
Lalo Agustina
Communication director of La Menorquina
Degree in Information Sciences from the University of Navarra and graduate (PDD) from the IESE Business School. For thirty years he has worked as a journalist in media such as Actualidad Económica, El Mundo and, especially, La Vanguardia, where he wrote about companies, finance and markets. Author of El Ocaso del imperio del sol (Península, 2017), he has been an associate professor of ESIC’s Master of Communication. He established himself as a communications consultant in 2022 and has recently joined La Menorquina.
La Menorquina is the first national manufacturer with its own brand, with a production of around 30 million liters per year, under two brands: La Menorquina and Farggi. The first has its origins in 1940, in the Menorcan town of Alaior, where it was created by the founder, Fernando Sintes. The second brand, Farggi, constitutes the super-premium bet, with creamy ice creams aimed almost exclusively at horeca and of the highest quality.
MODERA:
Bibiana Ballbè
Journalist and CEO of TheCreative
Bibiana Ballbè is a journalist, creative director, television presenter and founder and CEO of TheCreative: a creative agency and audiovisual production company from which she works with clients such as Cacaolat, Fundació LaCaixa, Juve i Camps, Cushman Wakefield, Kimpton and Estrella Damm.
PONÈNCIA INICIAL AMB:
Marta Delgado del Río
Account Manager at Innova Market Insights
Graduated in food technology, she is dedicated to helping leading companies in the food and beverage industry understand the market and consumers and discover innovation opportunities.
TAULA RODONA AMB:
Javier Coromina
Communication Director of Idilia Foods
Degree in Business Management from IQS, PDG from IESE, DIBEX from ISDI, and Master in Philosophy from Ramon Llull University. He has worked as a Product Manager at Nutrexpa and at Antena 3. He was Marketing Director of Ràdio Televisió Andalusa and Commercial and Marketing Director of IB3, Ràdio Televisió de les Illes Baleares in the team he founded. He is a member of the Advertising Self-Control Council and president of the Media Forum of the Spanish Association of Advertisers, as well as a member of the executive council of this association.
Idilia Foods is the company that owns such well-known brands as ColaCao or Nocilla. As for ColaCao, it is one of the most beloved and historic food brands that, since its birth, has had communication as a success factor, knowing how to adapt to the times to maintain its relevance.
Sophie Pagnon
Chief Communication, Marketing & Impact Officer of Veritas
With more than 25 years of experience in the food retail sector, her experience has focused on purchasing management. She has worked at Veritas for thirteen years and is now the director of communication, marketing and impact. Her responsibilities range from strategic and sustainability decisions to brand positioning, commercial campaigns and CRM management.
Veritas is the leading national organic supermarket chain. It aims to make the best possible food accessible to everyone: organic, certified, sustainable and socially fair.
Àngela Folguerola Llorca
Head of communication, social network, public relations and internal communication of Ametller Origen
With more than ten years of experience in the positioning of companies through corporate communication, media relations, online and offline content creation, management of social networks and events and strategic alliances with entities and partners. He joined Ametller Origen Group more than three years ago, leading external and internal communication.
The Ametller Origen Group is a food company specializing in quality fresh and processed products. As a result of their experience as farmers and producers, they have consolidated a business model of vertical integration, controlling from the source the products they offer in their stores. The Group has cultivation and fruit fields and a central workshop for elaborate products.
Lalo Agustina
Communication director of La Menorquina
Degree in Information Sciences from the University of Navarra and graduate (PDD) from the IESE Business School. For thirty years he has worked as a journalist in media such as Actualidad Económica, El Mundo and, especially, La Vanguardia, where he wrote about companies, finance and markets. Author of El Ocaso del imperio del sol (Península, 2017), he has been an associate professor of ESIC’s Master of Communication. He established himself as a communications consultant in 2022 and has recently joined La Menorquina.
La Menorquina is the first national manufacturer with its own brand, with a production of around 30 million liters per year, under two brands: La Menorquina and Farggi. The first has its origins in 1940, in the Menorcan town of Alaior, where it was created by the founder, Fernando Sintes. The second brand, Farggi, constitutes the super-premium bet, with creamy ice creams aimed almost exclusively at horeca and of the highest quality.