News 03.04.2020

Need to Know

QR codes enable logistical transparency, National Geographic presents a utopian and dystopian future, and health-conscious Brits avoid having food to go.

Covid-19: Jack Daniel’s makes social distancing social

‘With Love, Jack’ by Jack Daniel's, UK

UK – A Jack Daniel’s campaign shows how people around the world are staying connected during the coronavirus pandemic.

The video, With Love, Jack, was created with user-generated content due to current restrictions on production, and features real consumers who are virtually enjoying drinks as part of at-home social occasions. The campaign’s tone is upbeat and lighthearted, reflecting an optimistic mindset that aims to show how the alcoholic drink can elevate drinking experiences while friends and family are in isolation.

‘Showcasing how our friends around the world are rallying and uniting together during these times was our goal... It was about capturing real moments that are helping folks find social connection, which is something Jack Daniel’s celebrates,’ says Matt Blevins, Jack Daniel’s global brand director.

Traditionally focusing on bar and nightlife spaces, alcohol brands such as Jack Daniel’s are presenting new ways for consumers to enjoy their products while social distancing. For more, look out for our forthcoming Virtual Happy Hours microtrend.

Lumi ID uses QR codes to simplify eco-logistics

Lumi ID, US Lumi ID, US
Lumi ID, US Lumi ID, US

US – The QR-enabled service allows brands to be transparent about the sustainability of their delivery services.

Using QR code technology, the system allows brands to easily integrate a Lumi ID into their existing packaging options to provide a more transparent service for its customers. It allows brands to easily answer customer questions via AR technology, as well as deliver accurate, up-to-date information about packaging specifications, certifications and localised recycling options.

Covering compostability, re-usability, recycled content and renewable materials, the Lumi service gives every stakeholder in the lifecycle of the packaging a comprehensive understanding of its properties. Stephan Ango, co-founder and chief product officer, says: ‘Lumi ID is about transparency, which empowers consumers to get informed and make specific requests that can ripple out into the supply chain, driving systemic change across manufacturing, distribution and our recovery infrastructure.’

As retailers work towards reducing their environmental impacts, new Eco-Logistics are allowing for more transparent and sustainable delivery practices.

National Geographic invites readers to choose their future

Global – National Geographic has created an issue that offers two opposing perspectives on our future.

Created to mark Earth Day’s 100th anniversary, the issue revisits environmental milestones of the past half century and looks ahead to the world that our descendants will inhabit in 2070. Offering both an optimistic and a pessimistic view of the future of the planet, the cover features one headline ‘How we saved the world’, with the other ‘How we lost the planet’.

On the dystopian side, the content tackles topics such as worsening droughts and deadlier heat waves, while the more positive utopia presents outcomes such as food and energy for all, as well as extinction prevention. The double issue acts as a visual alert to how we are all responsible for the health of the planet.

During our public health crisis, the world is becoming increasingly anxious about the future of the planet. As explored in The Dislocated World, brands can play a part in working towards a positive future.

Earth Day’s 100th anniversary cover, National Geographic

Stat: Takeaway opportunities for health-conscious consumers

Health-conscious consumers are yet to be convinced by takeaway food services, according to new research by YouGov. According to the study, over a quarter (26%) of health-conscious Britons never have food to go, compared with 10% in the wider population. This reveals an opportunity for more brands to enter this market.

While three in 10 Britons say they have a healthy diet, they still dine out nearly as often as those with normal diets, with 38% having food out at least several times a month. When it comes to takeaway food, however, there is still a growing opportunity for brands to cater for this audience, particularly with Deliveroo announcing a £1m ($1.2m, €1.1m) investment in developing takeaway options for health-conscious customers. This comes after a 181% rise in healthy orders in the past three years.

With convenience culture increasingly front of mind for consumers, food and drink brands are innovating to provide more healthy options for at-home dining. For more, read our macrotrend Home Eatertainment.

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