A few studies that have looked at the relationship between children and food have found how marketing and branding impacts their appreciation of food. For example, the use of drawings and elements of color makes some products ‘taste better’ and increases their desire to eat certain products over others. It is what makes highly sugary and unhealthy products triumph, a priori, over that public. The presentation and brand tricks have already made them a favorable audience.
But do the same tricks work for adults? As with children, would we eat a plate of carrots or one of broccoli more happily if they presented it to us in a more seductive and striking way, if they made it a powerful renaming.
Perhaps you could say yes. Some products went from being stink in the culinary world to being the great kings of success thanks to a growing hype linked (this is what has happened with arugula in recent years). Others have been introduced into our diet thanks to careful marketing and product presentation strategies.
Now a food category wants to use a “new naming” to create a market and to convince potential consumers that it tastes amazingly good. British fishermen want to do it, who have encountered a major problem when it comes to selling products that they caught and sold in the European Union and that now have no previous market because their fellow citizens do not like them.
Remember that “naming” is basically a product name, as the discipline through which, to decide how a certain product will be called, similarly in concept and approach to the process of deciding the name of a company or organization. The product name is considered a critical part of the branding process, which includes all marketing activities that affect the image of the brand, such as the positioning and design of the logo, the packaging and the product itself.
Fishing has been one of the problematic elements of Brexit. The United Kingdom wanted to limit how much community fishermen could fish on its grounds, clinging to defend the internal market and the work of its fishing fleets. In all this process, however, they did not seem to have taken into account that their own fleet exported a high part of its production to Europe, since domestic consumption is very limited in species – popular and widely consumed – while in continental Europe more variety is consumed.
That is what happened with roosters and spider crabs, which Cornish fishermen caught but then sold mostly to the rest of Europe. 85% of the spider crabs were sold abroad, especially to Spain, and 98% of the roosters also went to the rest of Europe.
After Brexit, fishermen have been left without that market, which they have not been able to cover with the interior because the British do not like these seafood. As explained by the Cornish Fish Producers Organization, the names of the products in their market of origin have “negative connotations” and perhaps for this reason, they are explained, they have so little success in the domestic market. They are “underappreciated,” they say, when in their old export markets they are “really popular.”
And to try to recover the market, some consumers who reject the product have decided to change its name. Roosters and spider crabs will remain the same, but they hope British consumers will see the name, process it in a new way and give the product a try.
Until now, in English they were called megrim sole Y spider crab (roosters and spider crabs, respectively). Will now be Cornish sole Y Cornish king crab.
The why of the change
Why have they chosen that name to improve their image? The key is in the associated elements that the mention of Cornwall generates. Cornish is the gentilicio of the area and Cornwall is an esp
acio that is associated with summer, vacations, the sea and the positive. Cornwall is the most popular domestic holiday destination in the UK, with a very clear own brand identity, as recalled in Phys.
This tourism is also closely linked to the sea and gastronomy, leading the consumer to quickly link Cornwall with the sea and seafood. It is a bit what happens in Spain with Galicia: the consumer thinks of the sea and a seafood platter. British fishermen want, going back to their renaming, that this is what kicks in when consumers hear the name of the products.
And besides, in a way, they hope that it will become a kind of sensory marketing item. That when the consumer eats it, he activates the idea of the sea and the maritime thanks to the idea of Cornwall.