Abstract
Meal kits delivered to the home have become increasingly popular in recent years, particularly during the COVID-19 virus pandemic. Several companies now offer these through monthly subscription with a vast range of ingredients and easy-to-follow recipes based on chef-inspired meals that customers can cook themselves. This paper examines the marketing of meal kits from three UK companies in terms of how they discursively construct the agency of the consumer. Three main interpretative repertoires are analysed: (i) the consumer as a creative and committed cook, (ii) the ethical consumer committed to sustainability; and (iii) the consumer as an efficient time-saver. The rhetorical construction of each of these repertoires is considered in turn and the paper concludes by considering how they coalesce together as a persuasive marketing strategy.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of IAC in Vienna 2021 |
| Editors | Helena Kratochvílová, Radek Kratochvíl |
| Place of Publication | Prague |
| Publisher | Czech Institute of Academic Education |
| Pages | 71-77 |
| Number of pages | 7 |
| ISBN (Electronic) | 9788088203254 |
| Publication status | Published - 10 Dec 2021 |
| Event | International Academic Conference on Management, Economics and Marketing - Vienna, Austria Duration: 10 Dec 2021 → 11 Dec 2021 https://web.archive.org/web/20210517200729/https://www.conferences-scientific.cz/inpage/conference-vienna-iacmebm-2021/ |
Conference
| Conference | International Academic Conference on Management, Economics and Marketing |
|---|---|
| Abbreviated title | IAC-MEM 2022 |
| Country/Territory | Austria |
| City | Vienna |
| Period | 10/12/21 → 11/12/21 |
| Internet address |
Keywords
- Meal
- Kits
- Discourse
- Agency