Marketing insight and analysis
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Comment and Opinion
Dreamies focuses on human Cats in fun faux documentary
Dreamies drops cute animal imagery in favour of a droll doc
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Analysis and Features
Can Tesco take Clubcard personalisation to new heights?
Tesco is joining forces with tech company Eagle Eye to drive ‘hyper-personalisation’ of Clubcard offers
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Comment and Opinion
Think carefully before stepping up promotional discounts
Manufacturers need to evaluate investment payback across the marketing mix, says Alex Lawrence, senior strategic insight director at Circana
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Comment and Opinion
Country of origin labelling rules will crack down on ambiguity
Provenance labelling is coming under increased regulatory scrutiny, says Simon Tingle, partner and head of regulatory at law firm Gordons
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Analysis and Features
How sports sponsorship has evolved for modern brands
Brands are queuing up to associate with the Olympics and Euros this year. But the sponsorship game has changed – and strategic partnerships, social media activity and digital activations are winning
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Analysis and Features
Are fmcg sports sponsors losing out to eastern rivals?
Fmcg brands are facing increased competition in the sporting sponsorship space from a new breed of businesses. What are the implications?
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Profiles and QandAs
My food & drink job: Josie Taylor, assistant brand manager, Kellanova
‘We have such a jam-packed plan for the remainder of the year. The fun never stops and there’s so much variety within my role’
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Comment and Opinion
Jason Momoa makes massive impact for Nuii
“Are you hungry for adventure?” asks the new brand ambassador. The adventure in question appears to be a stroll by a nice beach
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Comment and Opinion
What marketers can learn from stand-up comedy
Marketers worry humour isn’t premium or isn’t right for their category, but this is completely untrue, says Jonathan Fraser, chief strategy officer & co-founder of Trouble Maker
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Profiles and QandAs
My food & drink job: Victoria Gibson, junior brand manager, Perfetti Van Melle
Confectionery brand manager Victoria on how she brings ‘Fruity Joy’ to Fruittella’s marketing
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Comment and Opinion
‘Nanny state’ fears perpetuate an unhealthy food system for children
The food system remains stacked against parents trying to do the right thing by their children, says Barbara Crowther, campaign manager of Children’s Food Campaign at Sustain
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Comment and Opinion
Will ASA research herald the end of ‘green’ fresh imagery?
Advertising imagery that appeared ‘fresh’ was able to elicit beliefs in much the same way as terms such as ‘natural’ or ‘plant-based’, says the ASA
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Comment and Opinion
Marmite’s latest faux documentary is past its sell-by date
We learn of the 120,000 British ex-pats in New York City who reportedly don’t have access to their favourite British spread
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Comment and Opinion
Prime’s meteoric rise shows the power of ‘fame’ NPD
The Prime story shows the country wants to be inspired and engaged by our products, says YF CEO Thea Alexander
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Comment and Opinion
Is Tesco’s Clubcard Prices rebrand enough to prevent another Lidl trademark battle?
IP lawyers weigh in on if Tesco has done enough to avoid another lawsuit from Lidl
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Category Report
Can new pouch format revive yoghurt category?
Yoghurt brands are banking on pouches to drive sales. But can the new format revive the category?
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Category Report
How can ambient win back thrifty shoppers from own-label?
Brands are weighing up their future as the scales tip in favour of cheaper own-label cans. How can they win back thrifty shoppers?
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Comment and Opinion
Animal demands attention as Peperami enters ‘the snack wormhole’
Animal still demands attention – and there are some funny details
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Category Report
How brands are catering to new masculine beauty ideals
A generation of men are embracing personal care trends once thought feminine. How are brands catering to them?
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Analysis and Features
What are British Muslim shoppers buying from the supermarkets?
From dates to vermicelli noodles and Rubicon, here are the grocery items being added to Muslim shoppers’ baskets, according to supermarket buyers