Need to Know
23 : 06 : 22

Alabama – In a bid to capture the wellbeing benefits of a relaxing holiday in the American state, the Alabama Tourism Department is unveiling an experiential campaign featuring a hypnotherapist. Called Mind Trip, the campaign features two long-form videos of the therapist guiding viewers through a meditative journey across Alabama’s beaches and outdoor experiences.

A series of short-form videos also show actors playing the role of patients in hypnotherapy sessions relating to Alabama. Through this campaign, Alabama Tourism Department tunes into the need for escapist travel that can bolster people’s mental and physical health. ‘Studies show the emotional and physiological benefits of taking vacations drop immediately afterward unless travellers return very relaxed,’ says Keith Otter, chief creative officer of Intermark Goup, the agency behind the campaign. ‘We wanted to underscore the relaxing experiences that are possible with an Alabama vacation.’

By drawing on cues from the health and wellness sector, this campaign shows the ongoing influence of Wellness Tourism – with travellers increasingly seeking a holistic wellbeing experience when travelling.

Italy – Visitors who stop by Gucci’s opulent new bar, the Giardino 25, can order the Elisir d’Elicriso, the luxury house’s first cocktail which has been created in partnership with Giorgio Bargiani, the lead mixologist at The Connaught Hotel.

When creating the signature blend, the London-based Italian bartender set out to evoke the tastes, textures and flavours of the Tuscan region, where Gucci is from. The tipple combines regional Mediterranean botanicals and herbs with elicriso, a natural oil that lends the drink its name. The drink’s glass bottle, which has been delicately chiselled to resemble a vintage fragrance flaçon, makes it a collectable and covetable item for luxury consumers.

Only available at the Gucci Giardino 25, the beverage is bolstering the brand’s hospitality offering, attracting clients and gourmands alike. In this way, Gucci continues to lead the way with its strategic approach to courting customers through collectable heritage items. Elsewhere, we’ve explored the ways in which other fashion brands are drawing on the food and drinks sector to generate intrigue and diversify revenue streams.

For years, pork and beef have been among the most consumed animal proteins in the world, but poultry consumption is catching up fast. According to US government data published by Bloomberg, chicken consumption is projected to reach 98m metric tons in 2022, twice the amount eaten in 1999.

Indeed, the rate of chicken consumption is growing at three times the rate of pork and 10 times that of beef. By 2030, poultry is expected to account for 41% of total meat consumption. The animal protein’s rising popularity is due to several factors, including tightening purse strings and advances in rearing technology.

The affordability of chicken is probably driving much of its growth, as beef and pork remain out of reach for many consumers hit by inflation. The cost of raising chickens has fallen, and it now takes only six days for a hen to be ready for slaughter.

As chicken consumption soars, more could be done to ensure that it complies with animal welfare standards, a topic we explored in the Anthro-tech Agriculture section of Redemptive Diets.