This month, we noticed more brands adopting sensory marketing strategies in their campaigns, but with a unique twist. While it has been a trend for beauty brands to capitalise on this strategy, this time, food brands didn’t shy away either. Brands doubled down on this strategy with quirky collabs nobody saw coming! We saw Greggs, KFC, Heinz, and Krispy Kreme take the road that will awaken your cravings (or give you the ick!).
From sausage rolls dipped in gravy to doughnuts that can be worn, we’re diving into this culinary ride of marketing! We dive into three brand campaigns that used sensory marketing in these creative campaigns:
Greggs and KFC: Gravy Meets Pastry
In a unique collaboration inspired by Britain’s favourite Greggs pastry and KFC gravy, the brands came together for a limited-time offering. The fan favourites mash-up came with a promotional tour across the country over two days and four cities. Greggs and KFC took sensory marketing to a whole other level in this stunt.
The result? The limited-time offering generated significant buzz for both chains, and pop-ups reported long queues. The flavour pairings weren’t the only wins for Greggs and KFC, the brands recorded huge sales and social buzz across channels and news outlets.
Heinz and Smoothie King: Heinz Tomato Ketchup Smoothie
With a slightly different approach, Heinz and Smoothie King teamed up to release a limited-time smoothie, described as ‘sweet and fruity with a bright, tangy ketchup finish. It’s not the first time Heinz has embraced playful, unexpected pairings. Similarly, you may remember last year they teamed up with Anya Hindmarch as part of her Ice Cream Project pop-up.
The result? This partnership playfully responds to the age-old question of whether tomatoes are fruits. And, by extension, whether ketchup can work in a smoothie. In the age of unhinged social media, this tangible take on sensory pairs with interesting and unusual flavours, igniting curiosity to try the blend.
Crocs and Krispy Kreme: Doughnut Clogs
Are you into statement fashion? Ever wondered how some delicious-looking doughnuts would look on your feet? Well, now you don’t have to! Krispy Kreme US and Crocs have collaborated to create a limited-edition Krispy Kreme x Crocs Classic Clog designed in a “fresh out of the glazer treatment” featuring Jibbitz charms. Fancy a snack while wearing them? You can get a speciality dozen box featuring a trio of favourites, fresh out of the oven.
The result? The collab turned sensory marketing into a tangible product. From custom packaging to limited-edition status and early access for purchase, this strategy leaned into exclusivity. The brands understood their niche audience and served it up perfectly, giving the sweet treat its moment in the spotlight.
So, here’s the verdict: Sensory marketing isn’t going anywhere-in fact, its latest evolution sees brands turning it into tangible experiences. In conclusion, food brands, in particular, are seizing the opportunity to use collaborations not only to spark attention but also to tell their brand story.
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