Marketing insight and analysis – Page 11
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Comment and OpinionHow to wield soft power in fmcg
A company’s influence is about more than just its products, brands or shops, says Jeremy Garlick, partner at Insight Traction
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Category ReportIs this the new organic era?
Despite cost of living pressures, retailers are honing their organic ranges – while Planet Organic is plotting a successful comeback
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Comment and Opinion‘Skipton Alfie’ sings about his loyalty to Yorkshire Tea
Alfie gives us a two-and-a-half-minute song about taking Yorkshire Tea with him on his lads’ holiday
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Comment and OpinionHow brands can avoid common pitfalls on Threads
The best strategy we’ve seen is testing and learning, trying different types of content and seeing what works, says Pete Sayburn, CEO of agency matchmaking platform Studiospace
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Comment and OpinionBBC crisis shows the importance of risk management
The task of identifying the risks in any organisation is pretty simple, says Ian Wright, co-chair of the Food & Drink Export Council
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Comment and OpinionHow supermarkets and brands can win on new social platform Threads
Is there value in rushing to join the so-called ‘Twitter killer’ or is it merely a case of FOMO?
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Comment and OpinionWhy regulatory constraints can unlock new opportunities for brands
Far from being a downer, restricted markets can offer exciting times for brands, says Scott Mason, head of strategy at Stormbrands
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Analysis and FeaturesSupermarket buyers share how to get NPD into their baskets
In the fiercely competitive world of NPD, industry insiders share how to make a brand stand out to buyers
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WhitepapersBuilding consumer confidence in seafood to boost consumption
How can industry meet evolving consumer expectations around the seafood category? This whitepaper reveals how consumer confidence in seafood can be built up effectively to meet demand and boost consumption.
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Comment and OpinionDolmio’s pasta puppets encourage tentative chefs
Puppets have made a comeback in the sauce brand’s new ad – but the dodgy Italian accents haven’t
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Comment and OpinionLoss leaders help no one. This unethical strategy should be dropped
Loss leaders are not affordable – for farmers, suppliers, small businesses or the environment, says Dan Crossley, executive director at the Food Ethics Council
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Comment and OpinionThree ways to win by connecting off-site digital media to retail
Brands can tap into retailers’ first-party data, unlocking invaluable insights that drive targeted marketing efforts and elevate the brand-customer relationship, says Matt Lee, MD at Capture
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Analysis and FeaturesOur top social media picks from the Grocer Gold Awards 2023
Did your Grocer Gold Awards 2023 social post grab the limelight?
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Profiles and QandAsMy food & drink job: Zoë Watson, junior brand manager, Noble Foods
‘My love of food and cooking from a young age sparked my first career dream of owning my own bakery’
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Comment and OpinionDavid Essex soundtracks the story of Philadelphia’s pals
A left-field soundtrack – ‘Hold Me Close’ by David Essex – gives Philadelphia’s latest ad a distinctive feel
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Comment and OpinionWe must stop our ‘success or failure’ mindset on innovation
We must start measuring innovations by their vitality, says Ramon Melgarejo, MD at NIQ Bases
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Comment and OpinionWhat can fmcg industry expect as pricing decelerates?
The more optimistic view is that companies will be able to use the relief from lower costs to spend more on marketing and promotion, says Warren Ackerman, head of European consumer staples research at Barclays
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WebinarWATCH: How can fmcg create seamless omnichannel experiences?
As the age of the omnichannel gains momentum, catch up on our webinar to hear expert opinion on how shopper missions are changing - and what both fmcg brands and grocery retailers need to do to create high-quality, seamless experiences for consumers, to ensure retail success.
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Comment and OpinionHeineken celebrates 150 years of wrongness
Heineken is 150! And it has seemingly only just noticed that its name is tricky to spell
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Comment and OpinionIn an ever-changing fmcg world, staying still can be the best strategy
Constant ‘pivots’ won’t benefit your brand as much as holding steady in turbulent times, says Jeremy Garlick, partner at Insight Traction