Product review and recommendations
Network PR’s Food Group believes that all foods and beverages have a role to play in nourishing the mind body and soul. We consume foods and beverages for a wide range of reasons and each one has its own unique offering. Usually the benefits of a product are quite apparent at other times it may need to be identified and more clearly communicated to the target audience. In other cases it may require further background research to establish the context of a product in our daily lives.
In other instances lack of information may prevent people from gaining maximum benefit or enjoyment and in extreme situations lack of this information may result in a perception amongst experts that it is being misused. People may be over or under consuming a product or even handling, storing, or preparing it incorrectly. All of these factors influence the benefits and enjoyment and can also result in negative consequences.
Network PR’s Food Group can assist companies to identify the unique attributes of their products and develop supporting information and communications that allow these attributes as well as information around usage to be correctly communicated to consumers.
Upon review of a product and associated literature such as nutrition research, international nutrition guidelines and a comparison of actual intake and usage against best practice, we can develop recommendations that will allow a company to understand where the opportunities and also gaps might exist. Having done so recommendations on communications, labelling, health claims and possibly even reformulation will allow companies to ensure their product is as relevant and beneficial as possible.
Content development - for web, media, on-pack, advertorial, above the line support and health claims
The Network PR Food Group specialises in converting scientific information into consumer-speak while at the same time ensuring it is credible and scientifically accurate. We tailor content to suit multiple resource formats – from written text, presentations, electronic and audio-visual. This may include: web, media, on-pack, advertorial, above the line support and health claims.
Where necessary we will undertake peer review to ensure accuracy, credibility and relevancy. This review will also ensure that the messaging is not only appropriate to the audience but is also achieving the intended outcome. Talking to people about food no matter what the format, is both a science and an art and information can easily get lost in translation if it is not correctly conveyed. Peer review is an important part of this process.
Network PR Food Group consultants can review drafted marketing materials to ensure accuracy and relevance of information prepared in-house. Correct terminology, measurements and claims will prevent costly mistakes.
Knowledge on best practice in this area is continually emerging and we are monitoring new learnings in order to ensure that the resources we produce are the best fit possible for the end user. We also use specialists in different field to assist in the development of resources for specific audiences including teachers, lecturers, health professionals and researchers.
Crisis and issues management
All food and beverage companies at one time or another are likely to face a situation where factors that seem to be beyond their control might undermine trust or reliability in a product.
Network PR’s Food Group works with a number of companies to constantly monitor both the local and global environment in order to proactively identify such issues and put in place initiatives to address these issues. In some instance what was potentially a major issue for product can become an opportunity to further build trust with relevant individuals and organisations.
Nutrition communications strategy and implementation
Effective nutrition communications are based on a sound knowledge of nutrition science, linked with effective oral and written communication skills, in addition to an understanding of the key audience’s need. In order to connect with the end user, the correct channel must be implemented to best match the target audience. This ranges substantially but may include use of online media, niche professional media, direct marketing, one to one meetings, professional seminars and scientific publications.
Connecting with your audiences
In the food and nutrition world there are a host of different audiences we need to connect with in order to influence our end consumer. Network PR’s Food Group can assist every step of the way. We can work with you to:
• Identify opportunities
• Develop the appropriate strategy
• Implement
• Evaluate
We are adept at developing specialist food and nutrition information specifically tailored to meeting the needs of lay and specialist audiences - be they academia, government, staff, trade, chefs, hospitality industry or food writers. We can complement your own in-house resources and other agencies who are also integral to your business.
Our recipe for success includes:
• Extensive knowledge of the food and nutrition sector in New Zealand
• Consumer insight
• Communications expertise
• Marketing communications expertise
• Qualified experts
• Established networks of influence
Conflicts of interest
Like many professional consultancies, Network PR’s food group may at times be required to undertake work for competing brands and companies, always with the utmost regard for maintaining clear principles of professional conduct.
Our work
We have long-standing relationships with some of New Zealand’s best known and respected brands in the food industry.