Slicing And Dicing Holiday Cooking Behaviors

Big food companies have gotten very sophisticated about gathering data, then categorizing – and marketing to – consumers who cook and bake. Passionate Kitchen Masters, according to Campbell Soup, “get really excited about the holidays”, unlike “Uninvolved Quick Fixers” who aren’t into cooking, instead snacking their way through the day. Campbell uses its six categories of cooks to fine-tune the marketing message, especially during the holidays. It now markets its Swanson products, for example, using a more inspirational and less prescriptive theme. Campbell found that for any kind of cook around Christmas, “it’s really about being inspired”.