Reload

This meeting could’ve been a Met Gala recap 😤

With Easter around the corner, one thing is clear: the old rules of consumption have changed. The “food is for eating” train has left the station, replaced by the reaction era – where food isn't just tasted, it's posted, streamed, and shared.

Seasonal launches are reverse-engineered for scroll-stopping content:
🪺 Festive pastels, cutesie bunnies and bright speckles → Thumbnail bait
🤨 Weird combos → Reaction gold
⏱️ Limited editions → Instant FOMO

Take Woolworths’ Biscoff Hot Cross Buns or McDonald's Speckled Egg McFlurries – people aren’t just buying them, they’re racing to film and post their taste tests. Because when something’s only around for a few weeks, it’s not just scarce... it’s time-sensitive content.

Which got us thinking, if products are designed for reactions, not just consumption – how do this year’s Easter drops actually stack up? So instead of rating taste, we scored them on what really matters right now: content potential. Here’s our take on the Easter chaos 🐣

In an era where audiences trust people more than polished campaigns, companies are rediscovering a simple truth: your best brand advocates already work for you. Employee advocacy (when staff share insights, stories and expertise on their social media) has become one of the most credible forms of marketing, building trust in a way that traditional campaigns often can’t.

Companies like Nike and Starbucks have long encouraged employees to share authentic stories that reinforce their culture and values. Duolingo is a prime example of how empowering teams to create playful, unscripted content can turn employees into genuine cultural ambassadors 🦉

That being said, and we can't emphasise this enough, AUTHENTICITY IS KEY.

When advocacy feels forced, audiences notice. Case in point: the recent viral clip from McDonald's, where their CEO introduced the new Arch burger with what might be the least enthusiastic bite in marketing history. The internet noticed, and the moment became a meme rather than a message 🍔

A useful reminder, especially for smaller brands: don't force advocacy. The magic happens when people share their stories in their own voice.