Marketing insight and analysis – Page 17
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Comment and OpinionHow suppliers can get their ideas heard by busy buyers
Buyers are typically overloaded with demands on their attention but the problem is now more acute, says Jeremy Garlick, partner at Insight Traction
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Comment and OpinionWhy your first TV ad should focus on brand, not product
If done right, moving into TV can help keep the wave of innovative fmcg startups alive, says Tom Newton, strategy partner at Hell Yeah
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Comment and OpinionPringles’ hamster distracts us from healthier snacking
Pringles is plugging its non-HFSS multigrain variant, but keeping quiet about how better-for-you it is
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Comment and OpinionHow to run a successful campaign when budgets are tight
Now more than ever is the time for brands to invest in maintaining awareness and driving mental availability, says Steph Cullen, head of manufacturing at IRI
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Comment and OpinionWhy small reformulations can make a big difference on obesity
Obesity costs the UK an estimated £54bn every year – we need bold and ambitious action to tackle this problem, says Lauren Bowes Byatt, deputy director of A Healthy Life at Nesta
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WebinarWATCH: How can fmcg market responsibly in a cost-of-living crisis?
Catch up on our webinar exploring how brands and retailers can strike the right chord with their marketing strategies and remain responsible during a cost-of-living crisis.
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Comment and OpinionBen Stiller and Steve Martin help Pepsi provide top Super Bowl spot
In two ads, Stiller and Martin respectively explain that their jobs, as actors, are to make us believe what we see is real
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Comment and OpinionHuel case shows ASA is on the lookout for ‘cost-washing’
Claims around cost need to be as specific as those relating to health and environment
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Comment and OpinionCapitalise on commerce media by uniting marketing teams and budgets
To fully embrace this way of working, brands and retailers need to be open to more collaboration, says Matt Lee, MD at Capture
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Comment and OpinionThe internet reacts to the loss of Lilt
Let’s be honest, Coke doesn’t give its stellar performers the boot: a lot of people had virtually forgotten Lilt existed
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Comment and OpinionWhy the drink formerly known as Lilt could thrive in the Fanta stable
The ‘totally tropical’ drink will benefit from the marketing prowess that has established Fanta as the unofficial drink of Halloween
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ReportsFive brands that made the ASA’s list of greenwashing shame
The crackdown is on, with everyone from watchdogs to financial investors placing the claims of food companies in their crosshairs
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Analysis and FeaturesThe big food & drink greenwashing crackdown
Now sustainability is a big priority for shoppers, eco-claims are everywhere. Yet so too are accusations of greenwashing. So the crackdown is on, with everyone from watchdogs to financial investors placing the claims of food companies in their crosshairs
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Comment and OpinionGü takes us on a smooth jazz deep dive
What better way to communicate indulgence in a dessert than by immersing your audience in it?
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Whitepapers5 ways to use product sampling to drive content on TikTok
Discover how sampling can supercharge your content, build awareness, and drive impact for your brand.
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Comment and OpinionMaya Rudolph steps in for M&M’s rested ‘spokescandies’
A year ago we reported on M&M’s move to make its choc characters ‘more relevant’
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Comment and OpinionUncensored CMO: provocative advertising guru Bob Hoffman shoots from the hip
Once a ‘slightly ridiculous’ sector, advertising has ‘become dangerous’, according to Hoffman
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Guide ToThe Grocer Guide To Oils
Despite the ripples within the oil supply, top suppliers are taking a new direction to support their growth plans, offering quality products in a big-value format, adapting their offers to meet challenging marketing conditions and retaining an unwavering focus on quality during tough times.
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Comment and OpinionHow brands can shape the sustainable revolution in grocery
Brands, manufacturers and retailers will need to commit to genuine sustainable business models over the next five to 10 years, says Rachel White, MD UK&I at NielsenIQ
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Profiles and QandAsMy food & drink job: Sasha Holt, head of marketing, Nc’nean
Sasha talks about her London-based role as head of marketing for a female founded whisky distillery on the west coast of Scotland