Tilt

(In most cases, Advertiser = Marketer)

The beauty of illusion has been a controversy for decades, perhaps stemming from 1960s Mad Men-esque era of advertising, but sticking around as a way to enhance consumer reality. Advertisers use illusion as a sales trick to increase opportunity and bottom line. Let’s face it; we live in a bit of a bubble in this world (especially in America), surrounded by a sea of media and an explosion of excitement. It is difficult for any product to standout and it is the job of any advertiser to find a way to make it happen; no holds bar. Now it is common to see the perfect model in print, a model no human could ever match up to. Through Photoshop and retouching, we believe whatever we are told to believe and as a result, we have shifted our reality from natural beauty to manufactured purpose.

In our first office in London in 2010 we were housed in Old Street in the Design Business Association’s (DBA) office building. We shared an office floor with a brilliant photographer, a company of sports-focused branders and Jo and her partner Clive. Jo is a master illusionist and her job is to touch-up a photograph to transform into whatever her client is looking for. It was here we learned the art of Photoshop and all the tricks of the trade. She could make the model 4 sizes smaller, flatten her stomach, add a 6-pack of abs, align her eyes, smooth out her pores, change her eye color, give her curly or straight hair, adjust her skin color to be tanner or lighter, etc. Reality became whatever the client wanted her to produce and it did not have to be a product found in nature.

Jo works with all models, including food. We found her version of the tomato to be stunningly delicious looking next to the original drab, found-in-nature fruit. Her lettuce was sweating from sunshine, but the actual was dry and curling under the photo lights. Her ready-made meal looks steamy and delicious next to the real photo of crusty edged black plastic of the previously frozen meal which had just been heated up. In Jo’s case a food stylist is not necessary on a shoot, she can make anything happen and we began to believe that this is what it really looks like, even though we saw her remake it all. It is amazing what trickery can be created out of a small little studio on Old Street.

We, as consumers, are so programmed to see an image and to latch onto it as our new version of reality. We know ahead of time we are not going to be consuming the perfect-picture which drove us into the restaurant, but we would agree we would never buy a product if it was based on its reality. We are okay with this non-reality. Just like the Fast Food restaurant, a perfect set of magic tricks and skills – the pre-determined sounds, the manufacturers smells, the unrealistically shiny and tasty images are all non-realities in practice, but they have become what we want to have to represent our interests and our desires when we eat. We have chosen to believe we are eating a sandwich from the menuboard, not the one in front of us. We ignore the reality and the demand has shifted from the Advertisers illusion to our request for non-reality. If you want to see a bunch of these, take a look here.

So, what does all of this mean? One theory is that we need to begin to shift our mindset back to the days of reality and to start really looking at the world around us. Start enjoying that imperfect fruit and know part of its imperfection is that it makes it taste better and fresher, especially when it comes straight from the ground. The other theory is part of our nations over-consumption and obesity is because we have allowed Advertisers to rule the roost. We need to start gaining control of our futures by making decisions for ourselves and not through the eyes of a salesman.

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At TILT we are doing our part to find a balance. We know there is the need to increase the bottom line for each of our clients, but we also know it is important to be protective of consumers. Health and wellness are at the forefront of this concern and we are working to develop products which drive the world towards a positive future, enjoying true reality. Contact us if you want to learn more about how you can do that too.

Often we hear the familiar thread that food allergies are just an imaginary issue, but in actuality the number of people developing food allergies are rising at a rapid rate and the trend it likely to continue. Why is this? Well, there is a lot of speculation, but the two consistent areas of focus boil down to our food production system and our air quality. The milk of today is not the same milk we had as children. Because of this, allergens and sensitivities are increasing and it is important to think about how to start communicating and offering guidance…

Obviously the ideal way to handle the food allergy issue would be to go back to the source and change the way our food is made and the environment that it comes from. In the meantime, however, the safest thing for those who suffer from a gluten intolerance to an anaphylactic peanut allergy would most likely benefit from some way of communicating their food restrictions when they are eating out and on the go. With the growing number of of people inflicted, the opportunity for some sort of allergy awareness system to become commonplace and make the lives of wait staff, chefs, and diners alike a lot simpler and clear cut is tremendous.

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HOW TO WORK WITH TILT ON THIS…

We do a ton of research around allergens and we are always looking to things like labeling and clever marketing to talk to how we can adjust and connect with different people and cultures. Through a series of International Icons we hope to establish some level of working order for the work to work within, but outside of that,  there are ways to develop new ideas for communicating ‘free from’ and or ‘all natural’ choices using food packaging, design, language and marketing.

Check out what we did for Kwik Trip Stores Pizza program last year:

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RESOURCES

FAAN – Food Allergy and Anaphylaxis Network
Did you know Allergens? NY Times Article
Allergens for children
E. Rachael Baird’s Story

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Consumers more than ever before are looking for the ability to trust. The world is on eggshells and it is difficult to feel grounded or as though anyone is out for the greater good. It feels like it is all about your own survival. Labeling is one of the biggest areas that is masked on the product side, but another area is definitely in food delivery. The ‘top up fresh’ concept is becoming more and more common as food costs rise and large kitchens are taken out of QSR and Convenience restaurants. Commissary kitchens, batch cooking and processed food are finding their way into the norm. Most consumers don’t know this, but if you have a food allergy, you probably do. In this recession, creating a stronger relationship between consumer and retailer by being honest will develop trust.

Let’s be real, we are not going to get back to the place where 100% fresh food is prepared onsite; it is just not practical. But would it make a difference if you knew that this was how you were receiving your food? What of you could go into a restaurant and if you asked the question, there was a clear answer? It all comes down to training.

Companies like Leon and Chipotle have done a great job of talking about where their food comes from and nutrition. Leon does a particularly good job of listing out allergens and information about their menu.

In our Miles to Fresh post a few weeks ago you can see one way that you can think about being more transparent to your consumer with real information. In some cases this is more time intensive and requires time and effort to really data gather effectively and promote to the customer, but the act of full-disclosure is what’s most important about this. Talking, relaying information, etc. is what counts and you will not only gain the trust of your consumer, but you will retain their business for years to come. It is a pretty simple message!

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HOW CAN YOU BE MORE TRANSPARENT?

1. Knowing the information yourself
2. Tracking your information and making it available
3. Providing information about your company goals and financial status will make you seem more real
4. Training staff to know everything about how your food is produced and what the ingredients are
5. Providing the forum for discussion on things like menu development

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WHAT CAN TILT DO FOR YOU?

We want to work with you to create an experience which builds your brand with a more transparent angle. Our Simply Good Food campaign was just that. All about action, less about telling a ‘story.’ Contact us to get started on a campaign to reach your public in the most transparent manner.

One of the key ways to lose weight and maintain a healthy weight is through portion control. Research has shown that Americans often underestimate how many calories they are consuming each day by as much as 25%. That might be part of the reason why we are showing an increase in more than 540 calories a day (on average) as we talk about in our Generation Snack Presentation from Insight NACS last month.

It is not just about size of meals, but about what you are eating… cooked vs. raw, veggie vs. meat, sugars vs. protein. In our lifetime we have already seen a smattering of changes throughout the system about what we should and shouldn’t eat and what is good and what is not good for us. It is certainly an evolutionary process and one that we can’t define. But one thing we know for sure is that having a balance of colors, shapes and flavors is ideal. Now, how can we determine if we are getting enough of each? Well, our new App, of course!

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OUR BIG IDEA

Utilizing a smart phone app to control your portions on-the-go more easily. Instead of having to lug around your own plate, imagination or stencil you can take a picture of your food. The app will figure out what is on your plate, and will give you options for plate size, preparation method, etc., and it will tell you roughly how many calories each item is and how much you should eat of each (all or just a part of it).

If the food you photograph is not a well-balanced meal it will tell you what you are missing and give you suggestions of popular foods in that category you can order. This app would also be able to breakdown ingredients where common ingredients are combined. Anything more specialized will have to be outlined in detail, but the basics will be supported.

This app would be tailored to your specific diet so it would already know how many calories you prefer to take in each day and week, what you favorite snack foods are and how many meals you like to eat each day so it can make correct assumptions about specific meals you photograph. If you want to combine it with an exercise plan, you can do that as well. It will also be a recording of your food preferences for eating out.

What do you think? Send your ideas or feedback here!

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CHARTWELLS/FLIK THINKS ABOUT PORTION

We have worked with Chartwells K-12 and Higher Education Schools and Flik Independent Schools for years. We have been involved with their portion control system as part of Balanced Choices, so we are familiar with the concept. Last year when Michelle Obama relaunched the MyPlate.org design to replace the antiquated MyPyramid, we were there all along the way. Check out the Chartwells Balanced Choices Portion Control Plate (Higher Ed) and also the Color My Plate Program (FLIK).

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TIPS & VISUAL TRICKS

Over the years we have literally increased with age. Food items amount to much more than ever before. Take a look at some of the below images to see how we have changed. This fall we will be working with Dr. Brian Wansink at the Cornell Food Lab to start understanding more about how we are changing as a nation based on our ‘larger than life’ mentality.

Having been in England for the past two years and traveling back and forth, there is a noticeable difference between the rest of the world and American-sized portions. We love it large, folks. One could argue value for money and in theory you could have 2-3 days worth of take away, but in actuality most either eat the whole meal or leave whatever is left over behind. Don’t you want it to be about quality instead of quantity?

You can learn to estimate serving sizes with everyday objects! After all, who wants to weigh foods all the time? But what if you’re underestimating? Unexplained weight gain could result. So how do you keep those “guesstimated” portions in check? There are many ways and below we have outlined a good solution, but if you are ready to get started today, just think of these every day household items:

A standard serving of…

• Cereal (1 c.) = a baseball
• Salad dressing (2 Tbsp.) = a shot glass
• Nuts (1 oz.) = a cupped palm
• Cheese (1 oz.) = a ping-pong ball
• Hamburger (3 oz.) = a mayo jar lid
• Peanut butter (1 tsp.) = one die
• Beef (3 oz.) = a bar of soap
• Rice (½ c.) = an ice cream scoop
• Potato = a computer mouse
• Dinner roll = a yo-yo
• Butter (1 tsp.) = a Scrabble tile
• Fruit (1 c.) = a tennis ball
• Cooked pasta (½ c.) = a golf ball
• Fish (3 oz.) = a checkbook
• Poultry (3 oz.) = a deck of playing cards

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A STUDY TO PROVE IT

Researchers followed nearly 300 obese and overweight adults as they entered a weight loss program. All of the participants received instruction in five different weight loss strategies, including:

• Increasing planned exercise (walking)
• Increasing regular physical activity (incidental walking associated with chores or work)
• Cutting back on fat in the diet
• Eating more fruits and vegetables
• Increasing portion control in the diet

After two years of follow up, researchers found those participants who spent the most time actively controlling portion size during their weight loss and maintenance efforts were more likely to lose weight.

1. The study showed 38% of obese people who consistently spent the two years practicing food portion control lost 5% or more of their body weight during the study.
2. In contrast, 33% of the participants who did not consistently practice portion control gained 5% or more of their weight during the study.

Practicing the other strategies also increased the likelihood of losing weight, but controlling portion size had the greatest impact.

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TILT is fortunate to be on the forefront of the knowledge bank on some of the current global food issues. We are branders by trade, but we stay informed and we want to help, so as dedicated activists and researchers we think it is essential to spread the wealth of our knowledge. In this first of our series of TILT TIDBITS, we hope you gain a little bit of insight into one of our strange global concerns and see a tangible fix you (as an industry member) or you (as a consumer) can make a conscious decision to participate. Transparency in this new modern world is key and with our increasing technological advances we are running out of ways of hiding supply chain issues, food production problems and masking unhealthy ingredients using big technical words. You (the consumer) is getting wiser and you (the industry member) needs to be strategic about the next steps.

With this graphic you will note we are just advocating for more information. Food Miles is an objective subject and one involving many companies and communities around the world. The initial reaction is to drive home the fresh & local solution, especially since this takes out the time travel of our food, brings it back to the local community and provides the opportunity to eat fresher. While this is a great initial reaction, it is essential to think about the practicality of this and all the global communities we would hurt in the process.

For the past 50+ years we have been expanding our network of import/export food and we have grown whole communities around their crop, developing the ability for education, a better quality of life and ultimately buying into building their infrastructure to support our needs as consumers. Still, it doesn’t sound that far out of reach to some, but logistically and environmentally we would be taxing many and expending much more energy to replicate a similar solution in a non-indigenous area. As an example, Bananas grow naturally in the tropics, but when displaced to a polytunnel or biodome environment we will spend a lot of energy recreating the experience of the tropics indoors. You can’t grow as much and while it is a controlled space, it is not nearly as efficient as we are creating a fake growing experience. Simply said, we are creating bio-food in an unnatural environment, harming communities and expending more energy to replicate the same effort.

But there is merit in saving on food miles with the right foods. Something like Broccoli is a hearty, cold-climate-happy vegetable and can easily grow in a more localized effort in many places. Same goes for many other foods and when possible it s better to eat food grown closer to you. Less travel time means less contamination opportunity, a fresher- from the ground taste and potentially more nutrients. Food flown, boated or driven in often sits for many days before even hitting the supermarket shelves and is often removed earlier in the growing process to have longer to travel and then to be ‘ripened’ onsite in a ripening room. The tricks of the trade are getting intense and making the right decision for you with the right information is crucial.

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How can we help?
Below is a graphic showcasing one example of how the information can play out. Working with TILT, we can help you come up with creative solutions, ideas and/or implement a new working model for tracking information and how to get it out to the public. One idea would be to create a barcode scanner on each of the labels from point of departure to delivery as shown in our graphic that could be scanned using an iPhone app. We can work with you on a campaign like our Simply Good Campaign that we created for Chartwells where we educated on things like fresh & local food and provided documentation on what these items might be like. Another might be similar to The People’s Supermaket where we went out and picked fruits and vegetables from fields after the larger supermarkets took the ‘measured’ foods and we found another use for it on our shelves and in our production kitchen to save on waste. Developing Fairtrade products and Own Brands is another way of working this into your program… and we can help you!

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There are many organizations and resources we can recommend for this effort, regardless of whether we are involved. Here are some suggestions:

Leaf Tracks – Linking Environment and Farming in the UK

Harvest Mark – Tracking food in the US

CSA – Community Sustained Agriculture: Join a local food movement and buy into a farm share

Fairtrade US / UK – Support a global community

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