Food for Thought: The Power of Sensory Marketing with Edible Promotional Products

Today, marketing is a competitive world, where capturing consumer attention and creating lasting impressions is getting increasingly difficult. Edible promotional products are a promising strategy for achieving exactly this. As powerful sensory tools engaging multiple senses, these branded treats will create a memorable brand experience that goes beyond traditional advertising methods. 

The Science of Taste and Memory 

The reason edible promotions are so effective is down to the intricate connection between taste, smell and memory within our brains. The olfactory and gustatory systems have direct links to the brain’s memory and emotion centres, making taste experiences particularly potent in creating strong, lasting memories. Also, 75% of all emotions experienced daily are generated through smell, highlighting the potential effect your promotions could have on someone’s mood, and what they associate with your brand.  

To give a bit more scientific detail, the insular cortex and amygdala are crucial components of the brain that form taste and odour recognition memories. The regions are involving in recalling specific events from a first-person perspective, allowing us to vividly relive past experiences. Brands using edible promotional products with pleasant tastes and smells are utilising this neurological architecture, which evokes positive emotions and nostalgia, eventually leading to stronger brand associations.  

Advantages of Edible Promotional Products 

• Immediate Engagement:  consumers are naturally drawn to edible products, as something that can be immediately enjoyed, creating an instant connection with your brand. 

• Multi-Sensory Experience: Engaging not only taste, but also smell, sight and touch, edible promotions create a richer and more memorable experience than just visual advertising. In fact, engaging multiple senses can improve consumer perceptions and increase brand recognition by over 70%. 

• Customisation Potential: Brands can align flavours, shapes and packaging with their message and identity. 

• Shareability: People often share food experiences, extending the reach of the promotion even it was enjoyed when first received . 

• Diverse Product Options: From sweet to savoury, or even a drink, the possibilities are vast. 

In fact, 80.4% of people report that sensory promotions make a long-lasting impact on their perception of a brand. 

Case Studies and Integration Strategies 

Offering branded treats at trade shows and popular events are obvious places to showcase your brand and build positive associations. Direct mail campaigning is also a great way to increase open rates and engagement compared to traditional mail. 

A prime example is DoubleTree by Hilton’s famous tradition of greeting guests with warm chocolate chip cookies. This simple act symbolises a warm welcome and comfortable stay, triggering vivid and emotionally charged memories that give guests a craving to return. The recipe for these cookies even went viral on social media! 

Supermarkets are also a classic example, using the scent of freshly baked bread to influence consumer behaviour, exploiting the power of olfactory marketing. 

Overcoming Challenges and Measuring Success 

While powerful, edible promotions come with challenges that are important to consider when selecting your products.  

• Consider dietary restrictions and allergies, making sure to provide clear ingredient information 

• Edible promotions can be more expensive than traditional marketing materials, requiring careful ROI analysis 

Takeaways 

44% of consumers are likely to become repeat buyers after a positive sensory experience with a brand, explaining exactly why it might be worth investing in some high quality edible promotional products. They offer a unique and powerful way to create a memorable brand experience through leveraging the science of taste and memory. If this is done right, increased loyalty and sales can be expected, as well as stronger connections with consumers.