Case study
How TetraPak reached a new audience with its unique insight and research
The goal
To reach new audiences with ground-breaking research and insights
TetraPak wanted to share its cutting-edge research and learnings on the changing landscape of food and nutrition. This research crucially informs the products they produce and helps its global community to understand how the market is changing and how they can help.
Food Matters Live were the right platform to give TetraPak the opportunity to share their research with a global audience through an engaging and versatile format, enabling them to reach a greater number of people.
The Food Matters Live podcast is a fantastic way to add to a campaign, share insights or discuss hot topics amongst experts. The team are helpful, efficient and flexible which is why I have regular dialogue with them and have already published several podcast interviews with great success.
Jane Jarosz, Public Relations, TetraPak
What we did
Through a collaboration with Food Matters Live, TetraPak decided they wanted to create two distinct episodes about the changing consumer landscape in two areas: post-pandemic consumer behaviour and ice cream. The episodes utilised different formats to highlight TetraPak’s ground-breaking research and findings.
In the first episode, they provided details about the key findings from the TetraPak Index, their annual review of the global consumer food and drink landscape. Their second episode took a look at the growing market for plant-based, healthy and sustainable ice cream.
Conclusions
Across two partnered episodes, the Food Matters Live Podcast helped TetraPak share their research and insight with both communities. COVID-19 had disrupted the status quo, and the 2020 TetraPak Index episode examined how consumers had changed their diets, lifestyles and habits because of the global pandemic and what that means for food and drink producers.
With the global market for ice cream expected to hit $75bn by 2024, and with consumers preferring plant-based options and healthy eating, TetraPak and Food Matters Live looked at how the market adapting to meet these new needs. As TetraPak equipment and lines are responsible for as much as 50% of the world’s ice cream, we were able to highlight their expertise in the episode.
A promotional campaign that utilised Food Matters Live’s multi-channel touchpoints, including email marketing, social, and inclusion on our website, led to the episode finishing with over 1000+ accumulative issues.
