Business 10th Edition by Ferrell,Geoffrey Hirt,Linda Ferrell

Exercise 3

Plant-Based Food Products: The Future of Food?
John Tetrick has a vision to change the future of food. He founded Hampton Creek Foods in 2011. Hampton Creek offers plant-based replacements for foods that traditionally use animal-based products. Beyond Eggs, a plant-based egg replacement for baking purposes, was the catalyst for the business. Hampton Creek has also produced Just Mayo, a mayonnaise replacement, and is currently developing a scrambled egg version of the product. Tetrick hopes his creation will be the solution to the problems he sees in food: animal cruelty, health, cost, and sustainability.
The company makes sure to target every group through its integrated marketing communications. In addition to its 120,000 Facebook followers and 5,000 Twitter followers, Hampton Creek Foods sends out targeted e-mails to promote its brand with free sample offers. Sampling has proven effective because many people are skeptical that a plant-based egg product would taste good until they try it. Another effective part of the marketing strategy is its press outreach program, as well as its endorsement by Bill Gates. The company relies heavily on storytelling to communicate its message, which is a promotional positioning strategy. Mothers whose children are allergic to eggs, people who are concerned about the environment and animal welfare, as well as those who want inexpensive but quality food tell their stories about how great the future of food can be. 7
Describe the different ways Hampton Creek markets its plant-based food products.