News and Events

Instagram for marketing of plant-based foods

May 25, 2021

An analysis of how companies in key markets are using Instagram to support their marketing of plant-based foods has been completed by our Pūhoro STEM Academy summer intern, Mieke Marsden.

Mieke looked at over 100 companies who focus on plant-based food products, primarily in the US and Europe, and examined their Instagram posts.  This included looking at the claims made regarding taste, health (including protein) and sustainability as well as the imaging selected to support the messaging.

Based on her findings, Mieke recommends that if NZ companies are contemplating advertising their plant-based foods to international consumers using Instagram, they should prioritise messaging about how good it tastes and provide appetising images of the food served up and ready to eat. 

To find out more, download the full report here.