CPG Marketing Trends: Wheat Thins Teaches Brands New Tricks

In order for brands to be present and participate in the new “social” world, they need to have a voice. And a voice that is more than a monologue: a dialogue. And that requires that they develop a curatorial context for the space they’re in and a way to share ideas that come from their area of expertise, but not necessarily from their own content creators.

Many experts in the industry agree that brands need to pay attention to their consumers and break out of the traditional advertising box to have real conversations with them. These kinds of interactions between brands and consumers are what creates lifelong loyal consumers.

Take for example the out-of-the-box idea Wheat Thins had when a consumer randomly tweeted they she was all out of Wheat Thins.

Wheat Thins acted on this opportunity and dropped off a huge shipment of Wheat Thins at this woman’s door. They in turn filmed the experience and ran paid media with this example to prove they are listening to their consumers. Consumers thrive on the idea of brands interacting with them and the idea that their opinion or experience matters to them.

I personally love this idea. Listen to your consumers. Engage with a wow factor response. Capture the moment and re-share the experience.  More brands could benefit from the listen, engage, share strategy.


Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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