Marketing News Roundup: October 28, 2022

Today we feature a round-up of some big events and recent industry happenings.

• Demand Spring’s Leap Advisory Releases ‘The Ultimate Guide to Revenue Marketing’
• It’s *Freaky* Finger Lickin’ Good: KFC Canada Reveals New Tagline
• Nature’s Bounty® and FUSE Create Launch Creative Campaign
• TikTok Accelerator for Indigenous Creators

Read more below!

Demand Spring’s Leap Advisory Releases ‘The Ultimate Guide to Revenue Marketing’

Leap, the advisory arm of Revenue Marketing consultancy Demand Spring today released ‘The Ultimate Guide to Revenue Marketing for Leaders’. In this guide, world-renowned marketers offer inside perspectives and expert advice on addressing today’s marketing challenges to help drive stronger revenues.

From such topics as ‘Managing Pipeline Risk’, to ‘Innate Intelligence Techniques That Drive Response’, to ‘Solving for Social’ - this eBook dives into areas that marketing leaders want to know more about, with insights from some of the most experienced marketing executives in the business.

• Seasoned technology and marketing leader Buell Duncan dives into the timely topic of marketing through a recession, providing insights into how marketing leaders can help their organizations, customers, and teams emerge stronger.
• Carol Meyers, former CMO with a number of large enterprise organizations including Rapid7, shares her expertise on product-led growth and highlights four ways marketing organizations can be more responsive to consumers.
• Jennifer Batley, former president of Napkyn Analytics and CMO of Gordon Foods, discusses the importance of communicating branding to non-marketers and shares four ways to influence stakeholders to trust the brand makers.
• In his piece on personalization vs privacy, data security and privacy expert Chris Arrendale looks at how organizations can achieve both concepts by managing consent and revamping data collection and data lifecycle processes.

“Marketers need to keep innovating - we can’t keep doing the same thing year after year and still expect to see results,” said Matt Roberts, CEO of Demand Spring. “We developed this publication to help marketing leaders continue to innovate and hone their craft by learning from the perspectives of marketing experts who throughout their careers have had the foresight to stay ahead of the curve, predict upcoming marketing trends, and have achieved some incredible results.”

To download The Ultimate Guide to Revenue Marketing for Leaders, visit https://demandspring.com/whitepapers/.

It’s *Freaky* Finger Lickin’ Good: KFC Canada Reveals New Tagline

To celebrate Halloween, KFC Canada is making a bid for the top spot on one of the biggest food-ordering nights of the year, officially changing its tagline to ‘It’s Freaky Finger Lickin’ Good’ until October 31.

Bold spooky-inspired creative and owned assets show this season’s most infamous figures – witches, mummies and vampires – helping themselves to KFC’s crispy, juicy, 100% Canadian, hand-breaded Original Recipe chicken. No matter how freaky the finger – KFC is the ultimate Finger Lickin’ Good choice.

“We’ve leveraged two of KFC’s strongest assets – our classic tagline and iconic bucket – to take over this season’s spookiest night of the year. Halloween’s hottest accessory is the trick-or-treating bucket, so it was only natural we transform our world-famous bucket into a glowing, gothic, must-have moment for KFC fans across the country. This bucket ‘glow-up’ comes through in our creative, full of Halloween’s most prominent figures helping themselves to a freaky finger lickin’ good piece of chicken, and through our social contest giveaway – where consumers can get their hands on a limited-edition KFC bucket ahead of the big night.” – Azim Ahktar, Director – Marketing, KFC Canada.

In addition, KFC launched a social giveaway contest for custom KFC glow-in-the-dark buckets. In a reimagining of the brand's iconic bucket, KFC created reusable glow-in-the-dark buckets, perfect for trick-or-treating. Consumers are invited to enter the contest for their chance to win.

Nature’s Bounty® and FUSE Create Launch Creative Campaign

An innovative new product from Nestlé® and Nature’s Bounty® has entered the Canadian vitamins and supplements market: VitaBeansTM. Launched on October 24, creative agency FUSE Create developed the social and digital campaign to drive awareness and trial for people across Canada to get their daily vitamin needs.

In a very saturated market, VitaBeansTM is the perfect addition to someone’s wellness routine, particularly amongst the younger demographic. The bean is vegetarian, non-GMO, and free of gelatin and artificial colours and flavours. An influencer campaign led by Langton PR accompanies the launch with Thrive managing the media.

“This is for young Canadians who are at the busiest times of their lives - balancing career growth, packed social calendars and even starting their own families,” says Abimbola Rafuah, Senior Marketing Manager, Nature’s Bounty®. “We all know how important it is to make health a priority, and with our VitaBeansTM, you don’t have to sacrifice fun or delicious taste to do so.”

The “What our beans are full of” campaign aims to demonstrate the product innovation and wellness benefits of VitaBeansTM. The spots feature the beans’ functional attributes, but also how they can help individuals and their health, plainly and simply. “The beans are colourful and fun, so we wanted the campaign to feel, well, colourful and fun,” says Steve Miller, Executive Creative Director at FUSE Create. “As a new product innovation, we needed to feature the product but do so in a way that would appeal to our younger demo, and stand out within the digital and social media channels.”

VitaBeansTM hit select stores October 24 across Canada.

TikTok Accelerator for Indigenous Creators

This part-time, online training program offers customized, hands-on instruction designed to empower storytellers to succeed on TikTok and beyond. Participants learn how to maximize the platform to grow their community and share their unique stories in a safe and respectful online space.

This is the second edition of the accelerator, developed by the National Screen Institute and TikTok Canada, with curriculum guidance from Indigenous content creator and program advisor, Sherry Mckay.

“I’m excited for this new group of participants to embark on their journey through the TikTok Accelerator for Indigenous Creators,” says Sherry Mckay. “Decolonizing our digital spaces and Indigenous representation is so incredibly important. I look forward to working alongside these creators as they tell their stories.”

An independent selection committee of Indigenous screen industry professionals selected this cohort based on their interest in learning the skills and tools needed to tell their stories on TikTok and beyond.

The 2022 TikTok Accelerator for Indigenous Creators participants are:

• Angela Aula – Toronto, ON (@inuk.beauty)
• Ariana Fotinakis – Salt Spring Island, BC (@ariana_fotinakis)
• Asha Frost – Newmarket, ON (@ashafrost)
• Ashley Lamothe – Peterborough, ON (@creativekwe)
• Aurora Ominika-Enosse – Ottawa, ON (@fosterrora)
• Braden Johnston – Calgary, AB (@kadlun)
• Brianne Cavan-Heard – Brantford, ON (@briski89xo)
• Carolina East – St. John’s, NL (@carolina.east.music)
• Cedar Étoile – Port Alberni, BC (@cedartaatawasi)
• Christopher Britt – Toronto, ON (@ndn_chef416)
• Cristi Adams – Calgary, AB (@indigenx)

Taught by industry experts and led by program manager Sarah Simpson-Yellowquill and co-manager Erica Wilson, participants learn TikTok best practices, content development, working with brands and digital wellbeing. The curriculum is designed with traditional elements.

TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, Silicon Valley, New York, London, Paris, Berlin, Dubai, Toronto, Singapore, Jakarta, Seoul, and Tokyo.

The TikTok Accelerator for Indigenous Creators, presented by the National Screen Institute is made possible by TikTok Canada. National Screen Institute Core Funders are: Manitoba Sport, Culture and Heritage, the City of Winnipeg through the Winnipeg Arts Council.

Compiled by Emma Whiten, Former Editor of Marketing News Canada