- PR
Spring reset: How food and drink brands can tap into seasonal optimism
On a grey, wintery day, it may feel like spring is a long way off. But it’s fast approaching – and the spring reset presents a powerful communications opportunity for food and drink brands to inspire consumers and refresh their relevance.
In an evolution of the traditional spring clean, a growing number of people are embracing a ‘spring reset’ mindset – reassessing routines, priorities and the products they bring into their lives. For communicators, this creates a natural moment to reconnect with audiences. Stylist summed up the mindset in an article on resets last year, describing spring “as the time for optimisation”. Food and drink is a large part of that, with consumers stepping away from heavier winter habits and actively seeking fresher, more inspiring choices.
That emphasis on freshness means many brands use spring to focus on health messaging. That makes sense: many shoppers are already looking to get in shape ahead of the summer months, and they may feel more motivated to do so as the days get lighter and warmer. However, spring reset communications shouldn’t simply repeat January’s playbook.
At the start of the year, consumers are often looking to purge the excesses of the festive season, and virtue is the key attribute. Spring, by contrast, is driven by optimism, enjoyment and discovery. This is a moment for brands to inspire rather than instruct. Rather than simply health, consumers are looking for visually appealing dishes that excite them, and that signal a positive shift in lifestyle – something communications should actively reflect.
Ottolenghi’s spring recipes deliver on all of these fronts. They promise “at least three shades of green in just one dish” without the puritanical connotations of, say, green juices. Dishes range from roasted aubergines and butter beans in chilli pesto to a Hawaij chicken sandwich with quick herby slaw. There is no mention of calories or macronutrient intake. Instead, the communications focus on colour, creativity and enjoyment – showing how health cues can be conveyed through inspiration, not restriction.
As these dishes illustrate, spring is also the time to play to the rise of fresh British produce. Spring recipes on BBC Good Food incorporate fresh seasonal ingredients such as asparagus, spring greens and rhubarb. Waitrose shines the spotlight on lamb with spiced lamb burgers and pomegranate lamb with chopped salad. For brands, these seasonal moments offer ready-made storytelling opportunities across social, PR and owned channels – aligning naturally with the spring reset mindset.
Ultimately, if you’re looking to tempt consumers this spring, the spring reset should be approached as a communications platform, not just a product moment. Start with inspiration rather than health. One might feed another – but leading with optimism, enjoyment and possibility will be crucial to capturing attention and building lasting emotional connection at this time of year.
If you’d like to explore how your brand can tap into the spring reset mindset and connect with consumers, get in touch.
« Active Brand Community: Turning Followers into Loyal Advocates Crisis communications: The critical importance of visible action »
