From roasting and milling of uncooked supplies to mixing elements and bottling of merchandise, Forty Thieves has been producing its nut butters absolutely in-house for the previous seven years.According to co-owner and marketing director Shyr Godfrey, the model’s marketing methods have developed significantly because it was launched, with the most important distinction being the best way social media and its algorithms work at the moment.“Our posts used to be seen by extra folks and the content material had been principally simply pictures. People’s attention span is getting shorter these days, so we’re prioritising Instagram reels and TikTookay movies. That is certainly an enormous change as a result of it takes longer to create movies, but folks devour them instantly and transfer on rapidly. “In the previous, content material creation was largely performed by massive promoting corporations. Brands would spend a very long time and an enormous funds on a short video to be used on varied platforms time and again. But now, it’s extra about amount — though high quality continues to be essential, persons are extra inclined to watching barely amateurish footage that feels extra genuine and made by the enterprise itself, slightly than an enormous marketing firm,” she instructed FoodNavigator-Asia.To preserve up with these calls for, the agency has employed an in-house video producer to “create content material that buyers like to see”, akin to manufacturing processes, new flavour developments, and serving strategies.At the identical time, it has invested in influencer marketing to lengthen Forty Thieves’ attain to a wider viewers.Beyond the digital house, the model can be gearing up efforts in on-ground marketing.“After COVID-19, we discover that buyers are actually receptive to making an attempt and experiencing the merchandise in individual. We are getting again into the neighborhood by doing much more sampling in supermarkets, and offering our nut butters for various occasions which can be aligned with our values.”Catering to differing shopper preferencesForty Thieves’ merchandise are offered on its web site and stocked at greater than 400 grocery store chain shops in New Zealand.The model has additionally began exporting to Singapore, Malaysia and Taiwan in recent times.“For our important export markets, we had been approached by native and abroad distributors. They gave us a whole lot of details about native customers’ behaviours and their spending habits, which we then tailor-made our export vary to go well with,” stated Godfrey.The product line-up consists of about 15 nut butters of various flavours and textures, together with two new flavours Chocolate Fudge Peanut Butter and Cinnamon Donut Peanut Butter which can be focused at kids. While the peanut butter sequence are its best-sellers throughout all markets, speciality butters, akin to Salted Macadamia with Maple and Vanilla and Peanut Satay, have been notably standard amongst abroad customers.“We use high-quality Argentinian peanuts, so the flavour may be very sturdy. I feel the principle cause why our peanut butter performs nicely is as a result of persons are very acquainted with it — they understand how to bake with it or use as a variety. “On the opposite hand, the speciality butters showcase our creativity and are somewhat extra particular, which we consider appeals to customers in our export markets.”In addition, Godfrey shared that though Forty Thieves has decreased deal with its keto spreads in New Zealand due to altering shopper preferences, the demand for this vary continues to be distinguished in Asia.Although abroad markets provide important progress alternatives, the agency is avoiding “spreading itself too skinny” via fast enlargement.“Exportation permits us to unlock a complete new buyer base. Our merchandise could also be extra distinctive abroad than they’re domestically. For each market that we go into, we would like to be sure that we’re getting into with the very best merchandise and that we market them in the fitting approach, so that they don’t sit on the cabinets. “We do have some enlargement plans however for now, we intend to proceed rising with the three export markets first.”
https://www.foodnavigator-asia.com/Article/2023/11/06/nz-s-forty-thieves-keeps-up-with-video-marketing-trends-to-appeal-to-short-attention-spans
