As the food landscape changes, the equally disruptive media-machine upheaval reaches into and upends conventional CPG brand communications strategies – Where’s Don Draper when you really need him?

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It’s time to re-think traditional communications

Study after study confirms this recurring theme: conventional food marketing communications built around self-reverential “me, me, me” sales messages that assert benefits such as quality and taste just won’t cut it anymore.

Consumers routinely ignore, eliminate and may soon block exposure to the daily barrage of self-promotion that works in direct opposition to real engagement and relationship.

So what actually penetrates the effort to avoid traditional selling?

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