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WORK-STUDIES

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Whole Foods Market
Whole Foods Market

 

Whole Foods Market reached out to ashaINK to propagate the message of healthy eating through cooking. After initial conversation between ashaINK and Whole Foods PR, the objective was streamlined to implement a visually engaging content strategy aligned with their slogan of "Cook More Save More" and Whole Foods Kids Foundation's work.

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Sonoma County Tourism
Sonoma County Tourism

The Brief

Sonoma County Tourism approached INK to create a compelling story to help put the region more strongly on the radar of a wine enthusiast seeking interesting experiences. After initial consultations with the in-house and external PR, as well as, looking at available statistics, INK worked with the team to scope and define the goals for the project as below -

  • Expand their visibility to the rest of the country and encourage outside CA visitors 

  • Increase the number of days per visitor spent in the county

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INSIGHTS JOURNAL

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Alchemy Was always suspicious - the fear of the unrelatable
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(Re)Defining S-T-P for Digital
(Re)Defining S-T-P for Digital

The key in this is that this pull based approach allows the consumer to co-create their journey of discovery leading in to your product/service rather than being force fed and bombarded by “ME, ME, ME” ads that take a lot (attention, time, context) and give little (information, delight, entertainment).

Needless to say, ads no longer exist as singularities, particularly in digital space. They coexist within the context of (social media) Communities, (informative and co-created) Content and should be viewed as an additional channel of creating Connection.

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Future of Food CPG Experience - The East/West Divide (?) in Food Perceptions
Future of Food CPG Experience - The East/West Divide (?) in Food Perceptions

Food is a complex subject that becomes complicated very easily. And, yet the basic desires of people are irrefutably simple and universal - to feel GOOD. Where good meets profitable is not a niche but a continuum often explored and understood through conversations and connecting rather than just statistical analysis.

My thoughts on the opportunities for Food CPG based on ethnographic and traditional research across the coasts of US.

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Making Food Waste winnable
Making Food Waste winnable

Food-waste reduction has been treated as a step child in the opportunity space in food-tech with very little VC funding or government backing supporting innovation in this space. While its place in the global sustainability goals remains high, there is no real skin being added to the game of inventive techniques for waste management and prevention. 

The opportunities lie in understanding where within the range of possibilities may lie hidden gems that can display a tangible and immediate future accessible revenue pipeline. Largely, these involve initiatives that embrace wasted food as an asset, can mobilise and commercialize it with the sustainable goal acting as a causal effect. 

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#5QTest: Is your PR an Investment or Expense?
#5QTest: Is your PR an Investment or Expense?

If you are small business or {worse} a startup, then the question of whether to hire a PR firm is probably something you are always grappling with. In my experience, PR has been a much maligned and under-executed tool in the marketer's basket. Few companies I have spoken to have good things to say about their PR experiences.

Take this #5QTest and find out where you stand. Answering these questions will also give you the ideas to improve your PR strategy, no matter how well or badly you score today. As a bonus, if you haven't thought about these questions before as part of your business strategy, now you know what to do!

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