If it’s not innovative, it’s not working. Brand marketing has to offer an improvement to consumers’ lives, inspiring them with products or services that make their routines easier and conveniently better.
In order to stand out in the modern marketing minute, brands must be bold — bold enough to make consumers swing past Chick-fil-A to pick up a meal kit, pop the hatch to let Amazon stick groceries in their trucks or give Walmart access to unload food into their fridges.
Chick-fil-A Mealtime Kits
Chick-fil-A, the chicken-focused fast-food chain, recently introduced their Mealtime Kits, which will be available from August 27 through November 17, 2018. Chick-fil-A Mealtime Kits are perfectly portioned ingredients, including the same, high-quality Chick-fil-A chicken consumers know and love, all wrapped into a convenient box for consumers to bring home to cook a delicious meal for two.
Chick-fil-A is the first fast-food chain to offer a meal kit service, and theirs is far different from crowd favorites like BlueApron. Because Chick-fil-A’s mealkit is a pick-up only and subscription-free option, they may see an influx of one-time buyers.
The release of their Mealtime Kits has been covered by Fox, Forbes and AdWeek. Chick-fil-A has released tips for cooking their new Mealtime Kits, but they haven’t shared much about these kits on social media. If the mealtime kits survive their trial period in the Atlanta area and take a permanent place on the Chick-fil-A menu, they may see more promotion.
Online grocery shopping in the U.S. is picking up speed, so Amazon introduced AmazonFresh Pickup, a grocery service that allows consumers to shop from an app and remain in the car while employees deliver groceries right to their trunk. Employees identify customers by license plate.
Available at two Seattle locations as of late May 2017, AmazonFresh Pickup allows all Prime members to shop and pick up groceries. Fresh members can benefit from expedited service, picking up their groceries in just 30 minutes.
When consumers aren’t in the car, Amazon will happily deliver groceries to their homes.
Amazon, while it has plenty of news coverage, did create a short TV spot to explain and promote their AmazonFresh Pickup service.
Walmart Grocery Delivery
Walmart, the retailer that provides nearly everything, wanted to provide a service that would set them further apart from competition: in-home grocery delivery.
Because everyone gets busy, Walmart announced their grocery delivery service testing in the fall of 2017. Walmart’s service allowed employees to unload groceries into consumers’ refrigerators.
Amazon announced an in-home grocery delivery service similar to Walmart’s in April of this year.
In partnership with August Home smart locks, this in-home grocery delivery service was available for consumers with smart locks, as employees typed in a one-time use code to gain access to homes.
Convenience is key when it comes to marketing to consumers. The less customers have to do, the more likely your product or service may pique their interest.