Tuesday, December 21, 2021

Kum & Go a Social Media Success


If success does leave clues one thing is very clear, that is Kum & Go has picked up enough success clues to elevate it brand messaging to new levels according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

So, get this, a social media prank is turning into a real meal deal at Kum & Go LC convenience stores after achieving viral popularity. Earlier this month, Springfield, Mo., resident, author and motivational speaker Kyle Scheele placed a life-size cardboard cutout of himself advertising the non-existent "Kyle Scheele Meal" inside a local Kum & Go store to see how long it would be before employees noticed and removed it, the story was reported USA Today.

Scheele’s video of the prank received millions of views on TikTok and inspired a real namesake meal that will benefit a charitable cause, Scheele announced in a follow-up video. That could have only happened if the marketing team at Kum & Go understood brand messaging, customer relevance, and was prepared (trained) to elevate incremental attention into positive brand messaging.  The Kum & Go staff was prepared, able, and did a great job leveraging all the right tools in their marketing toolbox to drive brand awareness. Congratulations.

Now get this, the real "Kyle Scheele Meal" will be available at all Kum & Go stores for $5 each. It includes once 12-ounce Red Bull and a pizza sandwich, or "just two pieces of pizza smashed face to face," Scheele said.

Once again it gets even better, as Kum & Go will reportedly donate $2 from every meal purchased from now until Thanksgiving, up to $10,000, to No Kid Hungry, a national campaign run by Share Our Strength, a nonprofit organization working to solve problems of hunger and poverty in the United States and around the world.

No that’s not all, Red Bull will match the donation total, according to Scheele, who thanked his followers for the "incredible groundswell of ridiculous, insane support" that made the charitable initiative happen.

"In one week we took this from a crazy idea to a real thing that's really going to help real people," Scheele said. Is your team ready to drive brand awareness at a drop of the hat? 

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

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