Dreweisenber1)Top 5 Innovative Food Brands of 2023

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In this video, we will talk about the Top 5 Innovative Food Brands of 2023

1: MCDONALD’S

For creating cultural moments as addictive as its fries

Building off the momentum of its ongoing Famous Orders, which embedded the brand into pop culture in ways it had never before, McDonald’s found another way to seamlessly blend its products with its brand work. The unofficial adult Happy Meal, in collaboration with buzzy art collective and streetwear brand Cactus Plant, took things in a new, equally popular direction. By tapping into both fashion and nostalgia and again, ceding some creative control with its brand IP—allowing Cactus Plant Flea Market to design its own take on their classic characters like Grimace and the Hamburglar—McDonald’s has once again created a platform on which to build future partnerships. On the day that the partnership was announced before the Happy Meal even hit restaurants, Cactus Plant Flea Market trended as No. 1 on Google. Once it launched, 50% of its figurine supply sold out in the first four days, McDonald’s was the top trending hashtag on TikTok, and it all led to the chain’s most weekly digital transactions ever in its U.S. business. Soon, the Cactus Plant Happy Meals were selling for thousands of dollars on eBay and other secondary marketplaces.

2: LIQUID DEATH

For taking clever stunts to the next creative level

When your product is a food or drink, gross-out advertising isn’t a typical approach. But Liquid Death isn’t a typical brand. In July 2022, the canned water company made an exercise video spoof with comedian Bert Kreischer (who’s known for his barrel shape and propensity to take his shirt off), a Jackass-style gross-out blind taste test ad between its water and Spanish squid ink and liquified beluga caviar. For Halloween, it collaborated with Martha Stewart on a scented candle in the shape of a dismembered hand. Everything Liquid Death does is in the pursuit of finding fun and funny ways to comment on the state of commercial culture. It’s a strategy that has helped the canned water grow revenues to $130 million, up from $45 million the previous year. The company expects that to double in 2023. And why not? When the brand launched its flavored sparkling waters on Amazon in January 2022, it increased company revenues by 40% within two months—without cannibalizing sales from its still or unflavored sparkling water.

3: OREO

For using creativity to stand up for its values

The year 2022 was once again defined in part by the fight for LGBTQ+ rights, as conservatives put gay and trans people at the center of the culture wars. Texas passed a controversial anti-trans law, Florida passed its “Don’t Say Gay” bill, and politicians stoked waves of PR ire at “woke corporations” that take public stands on issues. Despite this fraught climate for brands, Oreo continued to be a brand ally for LGBTQ people—with impressive creative work and zero hesitation. America’s favorite cookie has consistently and inventively spoken out about LGBTQ+ acceptance and celebration since 2012 (when it first presented a rainbow creme-filled Oreo as part of its centennial) and continued to do so most clearly with a short film called “The Note” directed by the award-winning Alice Wu and released in April 2022. The film’s story put a compelling spin on the traditional coming-out story, with a young man who appears to be stumbling through his coming-out process to his parents. The twist illustrated a larger point about the process, the struggle, and the challenges that don’t end after that first conversation. The film is part of a multiyear collaboration between Oreo and the nonprofit advocacy group PFLAG and was the launching point for Oreo’s new #LifelongAlly campaign, which includes a $500,000 donation to the organization. 

4: KFC

KFC (also commonly referred to by its historical name Kentucky Fried Chicken) is an American fast food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world's second-largest restaurant chain (as measured by sales) after McDonald's, with 22,621 locations globally in 150 countries as of December 2019. The chain is a subsidiary of Yum! Brands is a restaurant company that also owns the Pizza Hut and Taco Bell chains.

KFC was founded by Colonel Harland Sanders (1890–1980), an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant franchising concept and the first "Kentucky Fried Chicken" franchise opened in Salt Lake City, Utah in 1952. KFC popularized chicken in the fast-food industry, diversifying the market by challenging the established dominance of hamburgers.

By branding himself as "Colonel Sanders", Harland became a prominent figure in American cultural history, and his image remains widely used in KFC advertising to this day. However, the company's rapid expansion overwhelmed the aging Sanders and he sold it to a group of investors led by John Y. Brown Jr. and Jack C. Massey in 1964.

5: TACO BELL

For giving us a peek at the future of celebrity endorsement

When Doja Cat tweeted her demand for the return of Taco Bell’s then-discontinued Mexican Pizza back in 2020, who knew that it would lead to a peek at the future of celebrity brand endorsement. As an official Taco Bell partner in 2022, the chart-topping artist used her personal platforms, from TikTok to the Coachella stage, to hype Mexican Pizza’s return. A significant part of the Doja-Cat-as-Taco-Bell-spokesperson charm has been her complete lack of any formality, and the brand’s ability to embrace it. This led to fun cultural moments like scripting her to “leak” its 2022 Super Bowl spot early, and in March, she was openly complaining about a “contractual” obligation to write a Taco Bell jingle. All the way, the brand just rolled with it. As a result, between April and June 2022, Taco Bell sold more than 20 million Mexican Pizzas, overall sales jumped 8%, and membership to its loyalty program increased 10%. 

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