Lürzer’s Archive Special Report
FOOD+ DRINK Feast on inspiring creativity
Decoding the future FOOD + DRINK SPECIAL
Let’s assume, just for a moment, that geopolitical tensions ease. That energy markets stabilise. And that the pandemic continues to wane.
What, in this normalized world, does the future hold for creatives working on food and drink briefs? What buzzwords, doublespeak, jargon, or even, genuinely important language will strategists sprinkle through their documents and expect you to understand and convert into compelling creative solutions? We turned to the futurists at Mintel for an insight into the themes and memes likely to dominate between now and 2030. Here’s our take on their predictions. We hope it helps.
Lürzer’s Archive
Source: Mintel 2030 Global Food and Drink Trends
Activate Activism
Consciously Consume
A clever copywriter is no longer enough. Mere intent is no longer acceptable. As well as talking the talk, brands will increasingly need to walk the walk.
Gwyneth Paltrow and Chris Martin famously had a conscious uncoupling. Now consumers will consciously uncouple themselves from brands that fail to facilitate a more mindful approach to lifestyle and diet. They will instead support companies that make them feel better by just buying a product, knowing that they are making a small but important statement about environmentally friendly packaging and the use of precious resources in food production, distribution and retail.
Consumers will look for real, and meaningful, results-oriented activism. When it comes to important societal issues, they will expect your clients to be leading the way on environmental issues, ethical practices, public health and animal welfare. How committed a brand (and its marketing) is to these issues will ultimately determine the success or failure of a product.
left page: Digital artist David Butler, 200best Digital Artists 21/22 this page left: LIDL HELLAS, Dish Agency The Newtons Laboratory, Chalandri, Greece L[A] 2/2022 this page right: GOOGO GREEN Agency Ogilvy Group Thailand, Bangkok L[A] 2/2022
Vol 3/2022
170–171
FOOD + DRINK SPECIAL
A global bunfight Award-winning creative director Tony Malcolm explores the past, present and future of McDonald’s and Burger King advertising as these two mega brands slog it out in the world’s fast food market.
FOOD + DRINK SPECIAL
…and some of our editor’s favourites
L[A] 6/2010, Prolam / Y&R, Santiago de Chile
L[A] 6/2013, Grey, Barcelona Lürzer’s Archive
The issue the work originally appeared in is noted. This information and full credits at luerzersarchive.com
ARCHIVE × 20
L[A] 6/2010, DHM, London
L[A] 4/2014, Publicis, São Paulo
L[A] 2/2014, DraftFCB, Hamburg
L[A] 5/2013, BBDO Proximity, Singapore Vol 3/2022
OUR EDITOR’S FAVOURITES
222–223