Marketing Code-X

Food Fight

Image for Food Fight

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

FOOD FIGHT” NORM: Awakening the consumer’s consciousness about organic, GMO, sustainability, and other food issues by declaring that there’s a resistance movement against the hegemony of Big Food.

FOOD FIGHT” FORMS: Popular protest signifiers — banners, marchers, fists in the air, agitprop-style posters, rhyming slogans.

From a 2014 audit of the Real Food category.

Tags: CODE-X, Real Food