I’m going to give you some of the secrets about how we make you buy what we want you to buy so as a marketer when I’m first giving your product what’s my job or my job is to make you want it to crave it to need it to think that it is the best innovation in food since well since sliced bread how do we do it well I’m going to give you a really big example later that I’m going to break right down for you but let’s just start by looking at a few fun little things so here we have shreddies an old favorite been around for years very popular in the UK and Canada without changing a single little thing about that product they remarketed in rebranded them as brand new diamond-shaped shreddies food marketing genius right there in the 1950s there was a very important innovation in food the instant mix cake when web personal favorites when they were first brought out all you needed to do was to add a little bit of water who’s not going to love that well actually no one loved it no one bought the bloody things so they did a bit of research and what they found was that the main consumer the target consumer the housewife felt that it was cheating they didn’t want to pass off such an easy thing as their own baking to their partners their husbands their families whatever so what did the producers have to do they had to make it harder so now you had to add water and I think and sales exploded but these examples these are just chicken feed compared to what I really want to talk about tonight and that is skins and pigs and cows so when we think about where chickens etc come from we think about to me a bit like that that’s also our instinctive idea but we all know if we really think about it if we think about it deeply it’s probably a little bit more like that but that’s a lot nicer it’s a lot more romantic so how do we give you this impression well there are three techniques that we use the third of which is our secret weapon and I am going to blow it for you tonight so please stay primed for that let’s look at technique number one everybody believes what’s on the label so let’s look at some examples some of my favorites some ones I use all the time I’ll use farm-fresh I’ll use 100% natural I’ll use butchers choice but what does that really actually mean well truthfully it doesn’t mean very much we see that on the label we feel a bit more confident but let’s have a look at what farm really looks like it probably looks like that now this is a concentrated animal feeding operation I’m going to unpack that pasture again it’s a concentrated animal feeding operation that’s not going to look great on a label hence we use farm-fresh innovation number two this is what we use we focus on progress intensive farming was born out of necessity at the end of the Second World War resources were extremely tight farming had to be it had to be by necessity very very economical and we’ve learned from that and we’ve built from that and we were able to now raise more and more animals and smaller and smaller spaces so we’ve got extremely good at it if we looked at a room of about this size and this would turn into a chicken barn it’s 100 seat theater how many chickens will be probably fit in this room now I’m going to say about 4,000 it’s pretty impressive isn’t it it’d probably look a little bit like that now the public aren’t going to be massively keen on that idea it’s my job to make them feel a little bit better about it how do I do it well a basic principle of marketing we use the right choice of words and by using the right choice of words we can make the conversation we can focus the conversation the way we want it to so we’ll use the example of this when you look at that picture whereas your I drawed it’s drawn right to the middle the page massive letters we got strive to optimize what we’re looking at the picture in Reverse looks a bit a bit like that but this looks a lot nicer because we’re looking at strive to optimize it makes us feel that there’s progress we feel good so the challenge for the marketers is to make the public feel comfortable what they’re seeing one of the side effects of intensive farming of having so many animals in such a small space unfortunately it’s obviously disease because you put so many animals into a small space they’re going to get sick it is no secret that 50% of all the antibiotics in the world are used on farmed animals so how to make the public feel ok with this how does that happen hmm my job how do I do it I use the language of innovation so we’re going back to our old friends at pork cares to org and what they do is they say as farming has become more efficient veterinarians have incorporated new technologies and methods into practice this makes us feel good this is positive yeah this is progress and when we’re marketing to future consumers we would perhaps use something like this this is a coloring book pigs and pork it’s absolutely gorgeous and what we’re doing here is we’re getting the children to focus on the fact that we’re using innovation so by bringing the pigs out from the muddy field and into the clean barns we’re taking them away from all that nasty dirty mud and all the diseases that are lurking there within positive so on to our secret weapon this is what we really need to focus on so these two techniques alone they are not going to work we need a secret weapon number three it is actually in this room right now secret weapon it is yeah how do we do it when you’re in the supermarket you’ve done one thing about where those products have come from you don’t want to think about the how those animals have been reared how they’ve been treated the power of willful ignorance cannot be overstated this is systemized cruelty on a massive scale and we only get away with it because everyone is prepared to look the other way thank you
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