For food brands, tweets are the new dollars

For food brands, tweets are the new dollars

Kellogg's tweet menu

Photo by Ken Lennox

Imagine a future where you pay for food in tweets.

Scary, huh? It seems like 140 characters can get you anywhere these days—from getting blacklisted to a $50 bag credit on Southwest Airlines simply because you tweeted a complaint (true story!).

And now, it can get you a free bag of new Special K chips from Kellogg's via a pop-up store in London.

Brand Manager Sarah Case comments on Adweek:

"The value of positive endorsements on social media sites is beyond compare, so we're excited to be the first company to literally use social currency instead of financial currency to launch this new product in our bespoke Special K shop."

The implication of what a tweet is really worth, or "social currency," is huge for food brands. Unfortunately, it's the conventional food companies that are the quickest to embrace creative social stunts on a mass scale.

So I challenge all you natural companies—borrow this idea! And let me know to whom I should address my 140 characters.


Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.