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What's Next: Food Hacktivist

Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand. We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.

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What’s Next:
#Food_Hacktivist
How online hacktivism is
changing our relationship
with food brands
Welcome
DAYOAN DAUMONT
PARTNER

OGILVY CONSULTING
ELISE CRAFT
GLOBAL PLANNING PARTNER
OGILVY HEALTH & WELLNESS
Tell us
where you
are dialing
in from!
What’s the weather
like in your city?
Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting
#FOOD_HACKTIVIST
How online hacktivism is changing our relationship with food brands
The rise of the wellness movement is the biggest and
most sensitive trend influencing attitudes towards
the food sector – in particular food brands that
provide ready-made meals and food services.Today’sconsumerisflexing
theirvoiceonsocialplatforms
andtestingthelimitsof
individualinfluence.
Here’s what food brands need to know about the
impact of those who raise their voice – the innovators,
complainers, campaigners and haters – and our 5-
step plan to guide brands in response.
6

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What's Next: Food Hacktivist

  • 1. Powered by What’s Next: #Food_Hacktivist How online hacktivism is changing our relationship with food brands
  • 2. Welcome DAYOAN DAUMONT PARTNER
 OGILVY CONSULTING ELISE CRAFT GLOBAL PLANNING PARTNER OGILVY HEALTH & WELLNESS
  • 3. Tell us where you are dialing in from! What’s the weather like in your city?
  • 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  • 5. #FOOD_HACKTIVIST How online hacktivism is changing our relationship with food brands
  • 6. The rise of the wellness movement is the biggest and most sensitive trend influencing attitudes towards the food sector – in particular food brands that provide ready-made meals and food services.Today’sconsumerisflexing theirvoiceonsocialplatforms andtestingthelimitsof individualinfluence. Here’s what food brands need to know about the impact of those who raise their voice – the innovators, complainers, campaigners and haters – and our 5- step plan to guide brands in response. 6
  • 7. Some truths before we start What can be exposed will be exposed 1 Local events hardly 
 ever stay local 2 Every person has the right to an opinion 3 You gain nothing 
 from doing nothing 4 7
  • 9. Food has become central to our online lives. More than 10 million posts with the hashtag #avocados Most popular Pinterest category: ‘food and drink’ 1.5+ million YouTube followers for Japanese cooking channel fronted by a French Poodle! 9
  • 10. Eating out 
 vs. in Clean 
 labelling Transparency 
 & ethics Seeking 
 authenticity Healthy 
 indulgence Elena Follado Our attitudes towards food brands are changing.
  • 11. And we’ve become rage monsters, flexing the limits of influence
  • 12. November 6, 2019 12 WHO’S TALKING?
  • 13. Sorting the hacktivist voices Think of the following 4 global voice segments
 as free and passionate focus groups 
 (even if some are rude as heck with their feedback). Getting your response right begins with understanding where your foodie customers are coming from. Different foodie segments have different levels of engagement with food and wellness.   So are there distinct voices in the current conversation? What can we know about their profile, their influences and their perspectives? These segments are the result of global mapping undertaken in August 2019, using the Audiense platform. This maps eight different criteria, which can be combined together allowing the creation of highly targeted audiences.
  • 14. November 6, 2019 14 THE 
 SOCIAL 
 FOODIE
  • 15. Meet the Social Foodie • No strong POV • Like and share food posts as part of their sharing lifestyle #foodie, #avocado • Follows trends - doesn’t shape them • Warm, and are inclined to forgive a mistake The Social Foodie goes with the flow. For them, posting 
 about the food they make, eat or buy isn’t political – it’s social. Wine & beer Travel & blogs Restaurants Art & 
 nature Healthy & delicious London & cooking Subsegments by interests
  • 16. November 6, 2019 16 THE WELLNESS SEEKER
  • 17. Meet the Wellness Seeker • Embraces a wellbeing lifestyle • Strives to be informed • Has a clear POV and favourites • Perspective is individualistic – they’re cultivating influence The Wellness Seeker desires integrated mind, body & spirit solutions that help them feel good and live the lifestyle they aspire to. Vegan, 
 recipes Diet & fitness,
 entertainment Food Celebrity, 
 fans Personal, health Subsegments by interests
  • 18. November 6, 2019 18 THE HACKTIVIST
  • 19. Meet the Hacktivist • Strong POV about the role & responsibilities of brands • Give all the damns • Self-appointed protectors of the people • Source of disruption but also innovation The Hacktivist gives all the damns about how and what we eat, and feels a strong rational and emotional responsibility to help us all do better. Subsegments by interests Sports Drink, entertainment Student, pop culture Writer, art
  • 20. November 6, 2019 20 THE ABSOLUTIST
  • 21. Meet the Absolutist • Concerned about big food and tend to be anti-corporate • Take a stand for what they believe in • Inflexible • Not necessarily well- informed The Absolutist is willing to take a stand when taking a stand is hard, and can galvanise us collectively to change. Fashion, PR * Melbourne pops up because of an influential Absolutist who lives there – Sarah Wilson of #IQuitSugar Mum, kids TV Melbourne* Food, wine News,
 journalist Subsegments by interests Holistic, mum
  • 22. 3. Our 5 step plan
  • 23. CHECKY O U R MESS
  • 24. ReactionInstagram Reality Take a good look in the mirror. 
 Try and see what your critics see. People demand accountability, and they have high expectations about how much a brand can micro-manage every aspect of their business. Sodexo experienced this first hand – when a contractor fell far below standards, it was Sodexo and not the contractor who got called out.
  • 26. Narrate the full story of 
 how and why you learn and grow. Go beyond transparency and show – don’t tell – your process. Customers can give a brand that’s on a journey of improvement a lot of positive guidance, but only if they can see it unfolding. Jamie’s Italian missed early opportunities to engage brand loyalists in this way, and to learn from them. In the end, changes came too late.
  • 28. 2015: Crisis 2012: Disruption 2018: Back to their roots, back to growth Do business with 
 radical openness Leadership is earned – everyday – and closed shops are relics of the past. Chipotle managed a stunning turnaround by throwing open access and inviting people to explore every ingredient.
  • 29. Do business with 
 radical openness Go beyond transparency and show – don’t tell – your process. Being open has gained Starbucks the trust of millions of followers – who backed the brand over Ariana Grande.
  • 31. Surrender power to your customers.
 Collaborate, co-create, partner. Leaders aren’t opposed to considering changes proposed from outside– those voices may well be the innovators that will transform your brand for the future. Kraft turned an online petition into an opportunity for change, and modernised their product in the process. 2013 20152014
  • 33. Draw a line, then STAND FIRM.. There’s a limit to adapting to pressures from campaigners and haters – and standing up to bullies can earn respect. Swift, humble but uncompromising action by KFC Malaysia took control of a take-down attempt by a disgruntled former employee – and restored customer trust.
  • 34. Resilient, hack-ready brands: Check 
 their mess 4Open the floor 5Stand their ground 1 Learn out 
 loud 2 Show their work 3
  • 35. How can Ogilvy Health & Wellness help? 5-Step Plan Analysis of your current approach Risk evaluation Diagnosis & Development Content Creation Real-time content studios Channel planning Proactive and reactive content Engagement planning Identifying and quantifying influencers Influencer recruitment Audience Management PR and media engagement Crisis response Scenario planning PR & Reputation Strategic planning Transformation roadmap Brand and business strategy Strategy & Transformation
  • 36. Want to know more? Global Planning Partner, Ogilvy Health & Wellness elise.craft@ogilvy.com Global Practice Lead, Ogilvy Health & Wellness marion.mcdonald@ogilvy.com