Reflection – Storytelling in Food Industry 

 By Leidy Kabiri 

 Challenge & Selection 

 Storytelling is a content strategy from the latest trends in marketing . In order to be effective this   resource should be use carefully and with verdict data . The consumer should be able to identify   in the story , the company 's value ladder . A good story can cover diverse aspects that connect   with the consumer or client , such as : personal value , emotional benefit , functional benefit , and   product attributes . 

 As an example , I can mention the brand Nespresso and their publicity .   Product attributes : “ The perfect expresso in a beautiful capsule with good design and a variety   of aromas ”   Functional benefit : “ Perfection convenience originality practicality and superior taste ”   Emotional benefit : “ A unique and superior espresso experience , that prepares effortlessly ,   that revitalizes you and improves your mood , while it allows you to take a special moment for   yourself out of your daily routine ” .   Personal value : “ It makes you feel special , complete very well treated in each sip , you feel an   exclusive part of an iconic experience . ” 

 The objective is to create an emotional connection with the consumer . The story facilitates the   understanding of complex ideas and help people to relate to product through emotions . In same   cases , the consumer will not be able to differentiate if he continues to buy the product because   of the story or because of the product itself . 

 Application & Food Industry 

 Not all food brands can develop great stories to promote their products . But all brands , without   exception , need to explain to their clients who they are and what they do , and this is the core of   the brand story . Since in the food industry , the developments once the reach the market , can   be copied by the competitors rather easily , the story of each brand is unique and unrepeatable . 

 The story in the food industry , can show the public not only how the business works but also   why it exists and why consumers should choose it . Stories can make the difference between any   brand and a brand with meaning . 

 In developed countries and increasingly in developing countries , consumers make their   purchasing decisions more consciously every day . In addition , most consumers have read articles   from “ food influencers ” and news headlines that have shaped their opinion and influenced their   purchase . Therefore , using a narrative to create a strong and positive image is an absolute   necessity in the food and beverage industry today .   Also , with the rise of ethical consumption ,   the need for brands to present themselves as responsible , authentic and sustainable is on the   rise . 

 I would like to point out the example of Leche Pascual . This company uses the day - to - day history   of its farmers to show their commitment to animal welfare . Their motto is “ We do n't make Milk ;   milk is made by cows . That is why it is so important to us that all our farms have the animal   welfare certificate . ” 

 In the storytelling , this company also includes from the beginning , the obtaining process of the   raw material , and the participation and collaboration of all the stakeholders : “ All our farmers   wake up early and give their best every day of the year , to guarantee the welfare of the animals ,   because the better the cow is , the better the milk will be . ” 

 The   complete   advertisement   can   be   seen   through   this   link : 

 https://www.youtube.com/watch?v=2W2A1l98qVg 

 Insight & Conclusion 

 Nowadays , storytelling , has become a fundamental pillar in marketing strategies in the food   industry . It does not just consist of videos and expensive television advertising . In fact , the use   of this marketing technique is especially beneficial for the more modest brands that can see   how with an " inspirational " web design they can connect with the consumer without spending   huge amounts of money . There is no better format to apply storytelling and leave the imprint   of your brand , than the texts on your website and your blog .     Of course , good storytelling never compensates for a mediocre product , but all things being   equal it is , without a doubt , a factor that generates an advantage . A consumer will always   prefer brands with which they identify or admire . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Leidy Kabiri
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: https://www.youtube.com/watch?v=2W2A1l98qVg
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection – Storytelling in Food Industry 

 By Leidy Kabiri 

 Challenge & Selection 

 Storytelling is a content strategy from the latest trends in marketing . In order to be effective this   resource should be use carefully and with verdict data . The consumer should be able to identify   in the story , the company 's value ladder . A good story can cover diverse aspects that connect   with the consumer or client , such as : personal value , emotional benefit , functional benefit , and   product attributes . 

 As an example , I can mention the brand Nespresso and their publicity .   Product attributes : “ The perfect expresso in a beautiful capsule with good design and a variety   of aromas ”   Functional benefit : “ Perfection convenience originality practicality and superior taste ”   Emotional benefit : “ A unique and superior espresso experience , that prepares effortlessly ,   that revitalizes you and improves your mood , while it allows you to take a special moment for   yourself out of your daily routine ” .   Personal value : “ It makes you feel special , complete very well treated in each sip , you feel an   exclusive part of an iconic experience . ” 

 The objective is to create an emotional connection with the consumer . The story facilitates the   understanding of complex ideas and help people to relate to product through emotions . In same   cases , the consumer will not be able to differentiate if he continues to buy the product because   of the story or because of the product itself . 

 Application & Food Industry 

 Not all food brands can develop great stories to promote their products . But all brands , without   exception , need to explain to their clients who they are and what they do , and this is the core of   the brand story . Since in the food industry , the developments once the reach the market , can   be copied by the competitors rather easily , the story of each brand is unique and unrepeatable . 

 The story in the food industry , can show the public not only how the business works but also   why it exists and why consumers should choose it . Stories can make the difference between any   brand and a brand with meaning . 

 In developed countries and increasingly in developing countries , consumers make their   purchasing decisions more consciously every day . In addition , most consumers have read articles   from “ food influencers ” and news headlines that have shaped their opinion and influenced their   purchase . Therefore , using a narrative to create a strong and positive image is an absolute   necessity in the food and beverage industry today .   Also , with the rise of ethical consumption ,   the need for brands to present themselves as responsible , authentic and sustainable is on the   rise . 

 I would like to point out the example of Leche Pascual . This company uses the day - to - day history   of its farmers to show their commitment to animal welfare . Their motto is “ We do n't make Milk ;   milk is made by cows . That is why it is so important to us that all our farms have the animal   welfare certificate . ” 

 In the storytelling , this company also includes from the beginning , the obtaining process of the   raw material , and the participation and collaboration of all the stakeholders : “ All our farmers   wake up early and give their best every day of the year , to guarantee the welfare of the animals ,   because the better the cow is , the better the milk will be . ” 

 The   complete   advertisement   can   be   seen   through   this   link : 

 https://www.youtube.com/watch?v=2W2A1l98qVg 

 Insight & Conclusion 

 Nowadays , storytelling , has become a fundamental pillar in marketing strategies in the food   industry . It does not just consist of videos and expensive television advertising . In fact , the use   of this marketing technique is especially beneficial for the more modest brands that can see   how with an " inspirational " web design they can connect with the consumer without spending   huge amounts of money . There is no better format to apply storytelling and leave the imprint   of your brand , than the texts on your website and your blog .     Of course , good storytelling never compensates for a mediocre product , but all things being   equal it is , without a doubt , a factor that generates an advantage . A consumer will always   prefer brands with which they identify or admire .
### Output: 