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Community, not campaigns: the new wave of fmcg social media
By Melissa Chapman2025-09-11T12:37:00
A brand that can spark a recipe hack, TikTok duets and dinner-table debates earns its place in culture, says Melissa Chapman, CEO, Jungle Creations
Awareness is cheap. In 2025, reach can be bought overnight – but relevance cannot. For fmcg brands the challenge is no longer visibility, but belonging.
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