Quaker Oats and Oreo have the most people talking, new study says

Dive Brief:

  • In a new analysis of online and offline conversations about food brands released Thursday, Engagement Labs found that Quaker Oats held the top ranking and was the most talked about. Compared to a previous study in March, Kellogg had fallen from No. 1 to No. 8. Betty Crocker jumped four spots to No. 2, while Oreo and Perdue Chicken both leaped 17 spots to occupy the No. 3 and 4 positions, respectively.
  • Besides Kellogg, other brands slipping in the group's latest rankings included Heinz, which dropped from No. 3 to No. 17, along with Pillsbury and Nestle, with the latter two joining Heinz in falling off the top-10 list.
  • Quaker Oats' top ranking comes from its online campaigns, according to Engagement Labs CEO Ed Keller. “Over the past six months, Quaker has given their online community a lot to talk about and share — from the launch of their 140th anniversary campaign to debuting innovative products such as single-serve Overnight Oats,” he said in a written statement. Conversely, he said in the statement that Heinz's ranking decline should be a wake-up call for the company to rethink its marketing strategies. “This significant drop in sentiment, combined with low offline volume scores, indicates that consumers aren’t talking about the brand and when they do, it isn’t positive. It’s time to add some spice to the condiment’s marketing strategy.”

Read the full FoodDive article, here.

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