Marketing insight and analysis – Page 16
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Comment and OpinionGalaxy plays up its charitable credentials
The Mars brand, formerly focused on indulgence and the value of “me time”, is these days playing up its charitable credentials
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Comment and OpinionDon’t leave consumer insight to the marketing team
There’s no point in spending money on insight if your organisation doesn’t take full advantage of it, says Jeremy Garlick, partner at Insight Traction
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Comment and OpinionWhy we need emotional brand strategies for an emotional crisis
Several key strategies will help brands offer positive emotions in the cost of living squeeze, says Leigh Caldwell, founder at Irrational Agency
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Comment and OpinionStagnation, innovation and Britain’s Biggest Brands
Inflationary pressures have led to many businesses maintaining, rather than growing, their portfolios
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Analysis and FeaturesWhat you need to know about generation alpha
Just as you’d got your head around gen Z, a new cohort of tech-savvy youngsters is coming through. But they’re not as screen-bound as you’d think
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Analysis and FeaturesHow to justify marketing spend during an inflation spike
Though UK ad spend started strong in 2022, growth began to slow in the second quarter
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Comment and OpinionIrn-Bru takes it to the wire with latest film parody
Irn-Bru’s movie-inspired ads keep coming. This one takes us into thriller territory
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Profiles and QandAsMy Alternative CV: Empire Bespoke Foods’ Matthew Moyes on pickles, Beirut and Come On Eileen
’My worst job interview? It was on par with Spud Murphy (Trainspotting fans will know what I mean)’
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ReportsCan keto snacks defy the HFSS regulations?
Keto snack bars typically contain next to no carbs or sugar but around 25% fat
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Profiles and QandAsMy food & drink job: Lejla Damon, shopper marketing brand manager, Kellogg’s
‘Working with brands which were in my household growing up as a child has been an amazing experience’
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Comment and OpinionHow to get ahead of the curve on e-commerce campaigns
Grocery e-commerce is not without its challenges, but the channel brings several opportunities, says Matt Lee, MD at Capture
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Profiles and QandAsMy Alternative CV: Froneri UK’s Brunhilde van Antwerp on rum and raisin, Harry Potter and scams
‘When I was 12 I bought a Hanson CD for my birthday. I couldn’t resist the blonde locks of the Hanson brothers’
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Category ReportHow high-end coffees are defying cost of living fears: dairy drinks category report 2023
The likes of Starbucks, Costa and Jimmy’s are so far holding up against cheaper rivals. How is that shifting as finances tighten?
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Comment and OpinionHow gen Z is challenging conventional marketing wisdom
Understanding the right way to connect with gen Z is fundamental for brands to create meaningful experiences, says Lizzie Nolan, chief transformation officer at Havas Media Group UK
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Comment and OpinionTesco adds Smile-style horror to Clubcard Prices campaign
The ad is vaguely traumatic – and completely arresting
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Comment and OpinionBig tobacco, not ElfBar, will be the real winner from disposable vapes
Big tobacco may have breathed a sigh of relief this year when ElfBar got its fingers burned in a large-scale product recall
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Analysis and FeaturesCan Monster reimagine its identity for seltzer market?
The energy drinks brand could be lining up a range of fizzy water
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Analysis and FeaturesWhat about the gen Z shoppers on the other end of the phone?
A new generation of influencers are emerging with strong appeal for young consumers. Ahead of The Grocer’s upcoming gen Z conference, what are the benefits and pitfalls of working with them? And who are the most influential in food and drink?
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Analysis and FeaturesThe eight most influential food and drink influencers of 2023
This list proves you don’t have to be Gen Z yourself to know how to influence
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Comment and OpinionDoritos heads to the sofa for animalistic snacking session
Doritos has joined Pringles in rolling out a sofa-based animal ad