All Marketing articles
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Comment & OpinionGreenwashing rules risk fuelling a new problem: greenhushing
Tougher regulation of sustainability claims is welcome. But without clear guidance on what constitutes good evidence, brands may choose silence over transparency, says Provenance CEO Sarah Arana-Morton
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Comment & OpinionHow food brands can resolve the industry’s trust problem
The problem isn’t always what food brands say. Sometimes it’s what the packaging, the language and the visual cues lead us to believe. Ben Martin asks whether the industry needs a clearer line between persuasion and implication.
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Partner FeaturesHow retailers and suppliers can both win the battle for volume
Suppliers and retailers need to change the game – and by focusing on the customer boost volume for everyone at the table.
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Comment & OpinionWhen everyone’s an expert, who should shoppers trust?
As influencers, AI and wearables flood shoppers with advice, brands will win trust not by shouting louder but by being verifiably honest, says Alice Pilkington, associate principal at Mintel Food & Drink
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Comment & OpinionJust Eat gets sentimental as it plays up family time
Where once stars like Snoop Dogg and Katy Perry sang, a crop of new ads instead lean into food delivery’s role in preserving precious family time
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NewsNew retail media network combines social media, till screens and sales data
Smart Store Network connects brands with shoppers through retailers’ social media and till screens while measuring sales data
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Partner FeaturesUnpacking provenance: what Welsh produce means to shoppers
When it comes to provenance on the plate, Protected Geographical Indication (PGI) can unlock a competitive advantage.
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NewsFood giants urge PM to scrap new junk food measure ahead of budget
In a letter to Andy Burnham ahead of next week’s budget, companies including Asda, Coca-Cola and Mars warned the proposals would lead to major cost increases across a huge range of products
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Comment & OpinionWhy marketers’ one-eyed focus on younger shoppers is flawed
The urge to recruit ‘the next generation’ often reveals more about marketers’ biases than it does about the market, says Francois Bazini, former international CMO at Suntory
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NewsBeatbox RTDs ‘could appeal to under-18s’, Portman Group rules
Beatbox’s boozy 6.1% abv cocktails come packaged in Tetra Pak containers and are sold in Morrisons stores
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Comment & OpinionFoster’s gets visual with funny, descriptive campaign
Aussie signifiers and sense of humour intact, the ad also cannily suggests Foster’s is an uncomplicated beverage with a short ingredients list
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NewsAbra-ca-Debora overhauls pancake recipes to tackle category decline
Its chilled ready-made pancake range is now HFSS-compliant
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Comment & OpinionWhy are we still using 20-year-old rules to decide which foods are unhealthy?
Burgers and crisps widely seen as unhealthy are still passing the government’s ad and promotion rules because the test they’re judged against is more than 20 years out of date, says Katharine Jenner, executive director at Obesity Health Alliance
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NewsWorldpanel expands shopper panel to improve channel coverage for brands
Enhanced panel adds 25,000 consumers who will scan or upload their receipts
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NewsJust Eat ditches celeb superstars and jingle for new brand platform ‘to last for 30 years’
The new brand platform – ’Stay Just Where You Are’ – is “built around a simple, highly relatable human truth”
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Comment & OpinionFibre health claim regulation is bizarre and shoppers suffer for it
Many dubious calcium-fortified products can make legal gut health claims while a mixed wholegrain bread cannot, says Anthony Warner, development chef at New Food Innovation
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Comment & OpinionHow to master the art of storytelling and get your brand heard
Getting heard takes more than robust analysis, good slides and professional presentation, says Jeremy Garlick, partner at Insight Traction
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NewsASA bans Nutrition Geeks ‘bottom illustration’ creatine advert
The ad featured a before-and-after style illustration of a bottom that ‘appeared more shapely’ in the ‘after’ image, the ASA said.
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Comment & OpinionHigh-protein Doritos: has functional food finally gone too far?
Do consumers actually want functional benefits in their snacks? Or should bags of crisps be left alone?
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NewsEasyGroup launches marketplace ‘set to rival Amazon’
The online marketplace has launched across 21 European countries, including the UK, today.