All Industry Insight articles
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Comment & OpinionRobert Pattinson debates taste in 1664 campaign
Oscar-winning director Brady Corbet directs and actor Robert Pattinson, who plays three Parisian neighbours convinced they have great taste
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Comment & OpinionYouTuber skewers similar SKUs in video series
The number of variants of essentially the exact same product proves completely bamboozling for YouTuber Peter_Draws
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Comment & OpinionThe trust economy: why ‘prove it’ is the new ‘believe us’
The brands that will win shelf space are those willing to show their working, says Pauline Cox, director of functional nutrition at Hunter & Gather
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Comment & OpinionTilda’s photogenic family rap it up
‘That’s me in my kitchen flow, making a mess, typical Tuesday,’ begins a moustachioed dad, over a UK garage-style beat
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Comment & OpinionImpact Makers podcast provides straight-talking scrutiny
Throughout, the podcast stays hyper-focused on why the subject at hand matters to brands
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Comment & OpinionBrands keep following trends. It’s time to lead them instead
From pumpkin spice to salted caramel and sriracha the pattern is the same: brands arrive late and end up just adding noise, says Simon Massey, co-founder at Neverland
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Comment & OpinionHelp your workplace ‘talker’ cut the chatter and be more efficient
Talkative people so want to be heard, says Darren A Smith of Making Business Matter. The problem is that the exact opposite happens
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Comment & OpinionFrom matcha green to ube purple: using colour to drive trends
Colour can be used not just to catch the eye but to tell a story and evoke emotion, says Regina Maiseviciute Haydon, associate principal at Mintel Food & Drink
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Comment & OpinionVolatile times will push food & drink CEOs to bold choices
The rules of fmcg have changed: the old business model is broken and will not be returning to pre-Covid norms, says Warren Ackerman, head of European consumer staples research at Barclays
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Comment & OpinionHow small brands are reshaping TV advertising
Small brands are doing more than just advertising on TV – they’re reshaping how the whole system works, says ITV’s Kate Waters
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Comment & OpinionSorted Kids: YouTube channel offers gadgets, experiments and foodie fun for children
The Sorted Food dads have launched a side channel aligned with their (and their audience’s) current life stage
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Comment & OpinionAsda duo demonstrate ‘Big Easter Energy’
Asda’s short and sweet ads deliver a punchy price message
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Comment & OpinionAmazon’s failure in UK grocery has opened the door to Joybuy
Amazon has left the door open to a challenger in exactly the parts of the market where loyalty for it is weak – the most significant being grocery, says David Sables, CEO of Sentinel Management Consultants
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Comment & OpinionWomen don’t need new beer, they need new reasons to buy it
Beer marketing has historically been aimed at men, says Ruth Stubbs, EMEA CEO at Wavemaker. Here’s how to change that
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Comment & OpinionMove over, protein – fibre is the next big frontier in food
Shoppers want to understand quickly whether a food is ‘good for your gut’ and fibre fits this shift perfectly, says Caroline Hughes, marketing director at Gosh Foods
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Comment & OpinionHFSS didn’t create fmcg’s problem – it exposed it
HFSS didn’t just squeeze promotions, it forced a reset in how brands earn shoppers and how retailers create theatre, says Mike McDonnell, head of partnerships at Zeal Creative
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Comment & OpinionHave we hit peak matcha, and could ube be about to take over?
With Oatly, Alpro and Forest Feast all launching matcha products in the last week, will the matcha mania ever stop or is green a has-been?
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Comment & OpinionYouTuber FatherPhi exposes AI’s limitations and lies
YouTuber FatherPhi poses incredibly straightforward tasks to the likes of ChatGPT, Claude, Grok and Gemini
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Comment & OpinionHow Latin culture is driving grocery’s next big opportunity
Be clear on which moment you’re showing up for, partner with the right brands, and make it easy for customers to buy into the occasion, says Ellie Webb of Caleño Drinks
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Comment & OpinionMarket research is nothing without solid real-world thinking
It’s a mistake to rely too heavily on market research evidence and not enough on real-world thinking, says Jeremy Garlick, partner at Insight Traction