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Creativity in the B2B food and nutraceuticals industries: it’s time to break free

The food, drink and nutraceuticals industries are brimming with ground-breaking ingredients, technologies and conceptual innovation. But is B2B marketing keeping up with the level of innovation and excitement that these industries inspire?

There’s so much more that can be done to make complex – yet relatable – topics, products and processes more intriguing. Take a patented, industry-leading fermentation method, for example – how could you describe the process and tell a compelling story about its benefits, while explaining the need-to-know details and without sending people to sleep? From pop-up brochures to full CGI virtual environments, visually creative methods can captivate audiences, reveal new perspectives and highlight a competitive edge in a way that’s second to none.

What is limitless creativity?

Thanks to a never-ending stream of technological advances, we now have a seemingly limitless array of engaging content options at our fingertips. Why should we settle for stereotypical and overused amplification when we can deliver stories that hit on a deeper emotional level and showcase products in ways that are both accessible and appealing? We understand the challenges related to stakeholder buy-in, budget limitations and the difficultly involved in proving ROI. It’s perhaps no surprise that it’s often easier to get approval on ‘safe’ B2B marketing tactics, such as cookie-cutter ad campaigns – but why not break free from the norm? You’re pushing boundaries through your own product and service innovation – so why aren’t your marketing methods amplifying this innovation in tandem?

Imagine that you developed a new, fully traceable food ingredient that surpasses the industry standard, and you want to explain its benefits to your customers. You could go for conventional campaign collateral like whitepapers and factsheets, or you could develop a short video series asking children where certain food products come from. Closing each video snippet is the final message, ‘It’s good to know where things grow’. You’ll draw attention to the benefits of your product, highlight the importance of ingredient traceability, get prospects engaged and create a visually appealing marketing campaign – all at the same time.

In an increasingly image-dominated world, integrating visual creativity into part of a wider marketing strategy can help to improve and humanise experiences for B2B professionals, capture their attention and drive engagement. These creative tools help when it comes to visualising pain points and support with effectively showcasing formulation benefits and mechanisms of action in an impactful way. Take popular nutraceutical inclusions like probiotics or vitamin K2. Imagine taking buyers inside the human body via a 3D rendering to showcase the ingredients’ powerful health-supporting benefits on a visceral level – literally. Using CGI technology, combined with smart storytelling, brands can demonstrate how vitamin K2 binds with specific receptors within a cell to promote the production of bone-building proteins or even describe the findings of a recent study in a way no one has ever done before. In short, the expression ‘seeing is believing’ has never been more relevant.

Taking the customer experience to new heights

Today’s B2B stakeholders want to know everything about a product, explore its functionalities and understand its use in relation to their specific needs. A product such as collagen is better absorbed by the body when broken down into smaller peptides. How can you demonstrate this process in a user-friendly, easy-to-understand format? Visually creative methods, such as interactive infographics or an explainer video, could help make this complex process more accessible.

Visualisation tools like videos, infographics and GIFs have been around for a while now, but it’s still striking just how effective they can be in driving engagement and allowing prospects to connect in greater detail with products and ideas. In fact, in a recent survey B2B companies reported an increase of up to 40% in conversion rates for products advertised via 3D-video. Clearly, creative, boundary-pushing content connects with B2B buyers.

Take action and see a real difference

Showcasing food, drink and nutraceutical innovation through genuinely new and creative visuals proves to your clients that you’re a forerunner in your field – both in terms of your value offering and your understanding of what they want. You’re not willing to blend into the crowd of competent, but ultimately forgettable collateral that B2B buyers are exposed to daily. You’re a visual pioneer that stands out as a true thought leader and a brand that can be trusted.

So, how can you put a new creative ethos into action?

• Don’t make visuals an afterthought – take an integrated approach to your content creation across concept, copywriting and design
• Show, don’t tell – complex concepts are often easier to understand when laid out visually rather than through a lengthy text-heavy explanation and static imagery
• Get the right partner on board – like all new things, prioritising creativity to capture attention can be daunting, but getting the support you need will make all the difference

Bring your B2B marketing to life

The world of B2B is complex, but your products and innovations make life easier for your customers – and their customers. Now it’s time for B2B creativity to catch up and smash your communication challenges while engaging your audiences at a deeper level. It’s time to illuminate your differentiating factors and truly stand out from the competition.

Let’s come together to make B2B creativity work smarter and harder for you.

Watch our video to learn more about how you can make the invisible visible through limitless creativity.

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