Father’s Day: A Fiesta For Food & Beverage Brands
Father's Day is a special occasion dedicated to celebrating and honoring all dads worldwide. It’s a day where Hallmark cards are dispersed, each with the punchline of a “dad joke.” Ties are given, socks are gifted, and golf balls are wrapped.
Of course, for your father bored with the same ol’ same ol’, the easiest way to satisfy your dad is through his stomach.
“More than 75% of consumers plan to celebrate this special day by spending on gifts, meals, and more. ”
In response, food and beverage businesses have found new avenues to connect with their paternal consumers during this festive time. More than 75% of consumers plan to celebrate this special day by spending on gifts, meals, and more.
By leveraging the power of social media marketing, brands can effectively promote their offerings, engage with customers, and create memorable experiences.
Understanding the Significance of Father's Day
Father's Day, celebrated on the third Sunday of June in many countries, serves as a reminder to express gratitude and love towards paternal figures. As a popular holiday, it presents a valuable opportunity for food and beverage businesses to tap into the sentiment and create personalized experiences for their customers. Plus, dad obviously has to eat and drink on his special day.
“...last year saw Father’s Day spending in the United States reach an estimated $16 billion. ”
As per the National Retail Federation, last year saw Father’s Day spending in the United States reach an estimated $16 billion. That’s a whole lot of dough. Basically, the ballooning number highlights the immense potential for the food and beverage business to generate sales and engagements on the holiday.
Crafting Mouthwatering Recipes for Dads
It’s no secret that our fathers like to cook. By creating recipes involving special dishes, brands try to attract customers seeking to treat their fathers to a memorable culinary experience.
“Beef sales gains for the week of Father’s Day were 31.9%; year-to-date sales were up on the date 24.4%”
Through visually appealing posts cross-platform, incorporating mouthwatering food photography, captivating captions, video, and relevant hashtags to increase visibility and engagement. All of which were created by Dad.
In other words, bring on the meats! In particular, beef sees an astounding rise in sales this time of year. Beef sales gains for the week of Father’s Day were 31.9%; year-to-date sales were up on the date 24.4%, boasting double-digit growth for the three months prior.
Discounts and Promotions
An effective strategy is running Father's Day-themed discounts and giveaways on social media platforms. These initiatives not only generate excitement but also foster engagement and build brand loyalty.
“The average expected spending on Father’s Day this year is $171.79.”
Over two years, our client R-C Ranch generated the most engagements with discount announcements. In fact, seven discount and promo ads earned over 80,000 impressions, respectively. Remember, everyone loves a good discount, and buyers are willing to spend; the average expected spending on Father’s Day this year is $171.79.
As for promotions, restaurants offer free food or beverages to entice families through their doors.
“70% of consumers are more likely to share a social media post if it is related to a holiday.”
Use Hashtag Holidays
Hashtag holidays, also known as social media holidays or trending topics, have recently gained significant popularity. These holidays, centered around specific themes or causes, create a sense of unity and participation among social media users.
According to Sprout Social, 70% of consumers are more likely to share a social media post if it is related to a holiday. Additionally, 57% of consumers said they are more likely to purchase a product if they see it on a holiday-themed post.
“57% of consumers said they are more likely to purchase a product if they see it on a holiday-themed post. ”
If positioned properly, incorporating appropriate Father’s Day-related hashtags to acknowledge the celebratory occasion can create a great opportunity for brands to extend their reach and tap into the trending holiday.
Influencer Collaborations and UGC
Through sponsored posts, reviews, or live experiences, influencers can highlight the unique offerings of food and beverage establishments for Father's Day. By sharing their personal experiences and recommending these businesses to their followers, influencers can drive engagement and increase awareness among potential customers.
“By sharing their personal experiences and recommending these businesses to their followers, influencers can drive engagement and increase awareness among potential customers.”
Additionally, food and beverage businesses can incentivize UGC by organizing photo contests, where customers can share pictures of their Father's Day celebrations using a specific hashtag. The best entries can be featured on the business's social media platforms, giving participants a sense of recognition and inspiring others to engage.
Social media marketing is pivotal for food and beverage brands during Father’s Day. By creating engaging campaigns, showcasing specials and promotions, organizing contests and giveaways, and collaborating with influencers, these brands can establish a strong presence, connect with their audience, and make Father's Day a memorable occasion for your loved one.
Our team at Firebelly Marketing loves our dads just as much as you! Check out our Father’s Day playlist to curate your own barbecue soundtrack this holiday season.