Consumers used to turn to their favorite brands and grocery stores for help in finding the best kid-favorite recipe, providing step-by-step instructions on planning a weekly menu, or setting an elegant table for the holidays. As online grocery shopping has increased, online intermediaries and digital-first grocers are boxing brands and grocers out, dictating the terms of the consumer relationship.
No longer the go-to source for anything to do with food, brands and grocers are finding it hard to connect to their audience through food content and are having to navigate new challenges in the online world. In this playbook, Whisk and Food Dive identify those challenges and provide solutions to create a content recipe for success, including:
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