First Topic Presentation: "How to build successful storytelling brand strategies?"
First Description Presentation: The understanding of consumer belief systems and narratives is becoming increasingly important for the successful communication of health and wellness brands. This is especially true in the post-pandemic world, which is additionally marked by climate anxiety, and where also mental well-being is more and more intertwined with consumers' lifestyles as well as brand choices. In this session, you will learn how to unlock consumer narratives together with a practical introduction to the storytelling strategies we have developed with collaborative ethnographic research with the Master of Applied Cultural Analysis at Lund University. The strategies will be illustrated by global brand examples from Free From brands and there will be a special focus on packaging
Speaker: Marit Veenstra
Theatre: Free From Retail
Second Topic Presentation:"Understanding the Free From on-pack communication landscape"; “How to communicate Free From on pack to your consumers?”
Second Description Presentation: There are many ways to communicate and claim “free from” and brands might get lost as it can be challenging to prioritize when there are multiple messages to communicate (lactose-free, gluten-free, organic, no sugar, and so on). But is all this information interesting for consumers? Isn’t it confusing to communicate everything? In this presentation, you will learn what you should communicate on pack based on where you play with your brand.