Fire
Yes there are trends emerging during the Covid-19!
CONTEXT DRIVING THE TREND
In 2009 MasterChef launched in Australia and captivated the publics imagination and desire for new and interesting recipes. We all saw, wrote reports and innovated for the changing Australian eating habits.
With the launch of the revamped show in April 2020, during a pandemic we see the MasterChef affect roaring back into Australian homes and setting up insights for new product development, communications and activations.
And yes, every Marketer is receiving quantitative studies telling them that Australians are cooking more! Not surprising given we are in lock down. But once restaurants and cafés are open and that includes McDonald's – look at the line in NZ! Will we truly want to keep cooking, but look to quick, easy and delicious solutions or inspiration for our homes and entertainment once again?
PHOENIX RISING FROM THE FLAME
To rise like a phoenix from the ashes means to emerge from a catastrophe stronger, smarter and more powerful.
Source: grammarist.com
Fire consumes, warms, and illuminates, but can also bring pain and death; thus, its symbolic meaning varies wildly, depending upon the context of its use. But what we are seeing after the most horrendous time in Australian history is a retreat to fire to provide us comfort in times of uncertainty and anxiety.
It is providing us with warmth, illumination and intensity of both flavour and inspiration to provide a reprieve from Covid-19! And it will continue as we reopen.
RETURN OF THE CAMP FIRE
After emerging from the most devastating bushfire season in history, it is ironic that the hero cooking utensil is the Hibachi! The literal Japanese translation of hibachi is “fire bowl".
Australia’s love affair with the great outdoors and childhood memories of camping are certainly driving this trend. But so does our love affair with the BBQ and our masculine identity.
When we are cooped up and in social isolation what better way to connect to nature and happy memories than through the BBQ or Hibachi – it connects us to being Australians.
And, as I am writing this, I am observing the Hipsters on the 10th floor of the apartment building opposite me in Fitzroy stoking their newly acquired and much beloved pot belly oven on the tiniest of balconies! Its chimney is emitting smoke as they constantly tend to it in their Grandma’s knitted cardigan bought from the Salvos!
THE GOVERNMENT ARE ALSO TALKING ABOUT RISING FROM THE FLAMES
Mr Frydenberg, Federal Treasurer, concluded his speech on Tuesday evening by quoting a message of hope sent to him from an elderly constituent, named Enid.
“Here in Australia we have always found ways and means of growing and responding to life's difficulties. When this Corona pandemic is under control, I believe we will be like a phoenix, rising from the ashes, and with our innate resilience become stronger, hopefully more caring, hopefully more integrated, hopefully more cooperative in achieving a better community and a better world.
Just a dream? Yes. But don't just follow that dream, chase it."
Thank you, Enid. That is all what we must do.
…And some FMCG brands are ahead of the curve
You can’t go camping right now, but thanks to this delicious lovechild of two top-tier snacks,
you can enjoy the glorious flavours of a campfire S’more from the comfort of your own couch.
(Source Pedestrian TV)
Red Rock Deli’s latest commercial highlighting its limited range of Thai and Slow Cooked chips
demonstrates and respects the importance of fire in creating intense flavours.
With the promise of feed your curiosity in a time when we are unable to physically explore our curiosity.
Service brands are also capitalising upon this…
Airbnb are promoting isolation homes in the bush, complete with an open fire to warm your heart
or self-reflect as you watch the flames flicker.
Yes, my neighbours are giving me many moments of joy and more importantly sneaky insights.
Forget Netflix as we put fire on the TV screen and recreate a calming moment.
Apologies for the poor photography! Pot belly on the level above, the TV fire on the level below.
FIRE IS ALSO ABOUT REFLECTION – A MOMENT
OF CONTEMPLATION
Fire feeds our need for mindfulness and wellness, as like oceans. We stare at it and are mesmerised by the flames flickering and changing. Minutes or even hours can pass.
Fire grounds us and reminds us of how fragile life can be, whilst also reminding us that we are alive. It warms and reassures us.
Within the services sector fire is symbolic of rebirth and comfort. Create communications, promotional activities and style designs using the symbolic associations of fire and it will set you apart.
Summary of key insights
1.
Fire represents rebirth and renewal and consumers are looking to products that promise to deliver this during Covid-19 as we emerge from the ashes!
2.
Fire is intense and creates enticing and dangerous flavours in a world that is cocooned. We want a little ‘danger’ in our life from the monotony of isolation.
But we also want (yes there is always a tension) comfort and mindfulness – fire can help us create this.
3.
Chilies, smoked, roasted, burnt, charred, baste etc. are the future language of flavour. Not just in savoury but also sweet! Fire can be a process e.g. smoked, woodchip, bark, flame grilled (old I know), burnt, carmalised etc.
4.
Fire is natural! Fire is part of regeneration– look to the new growth in the bush for inspiration.
Take imagery cues from fire and regeneration to create interesting and exciting brand propositions.
5.
Retailers will expect innovation not just in terms of products but new language to excite and delight consumers.
6.
Immerse yourself in fire and all its
positive symbolism. Learn from its positive healing properties to create unique and delicious food/drinks, home improvement ideas or interesting communications.
