Marketing insight and analysis – Page 18
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Comment and OpinionTimes are tough, but brands must avoid short-term thinking
There are huge dangers in judging success over the short term and assuming it will apply to the long term, says Nick Woods, strategy & creative director at Sunny Side Up
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Comment and OpinionReese’s pervy shoe spot feels strangely British
Establishing a sense of humour is a great way to make a brand feel familiar
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Comment and OpinionGaming and Gaga: how brands can target gen Z
Winning the palettes of our future generation should be part of every grocer’s strategy, says Kathy Lee, consumer retail industry manager at Google
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Comment and OpinionWhat UK marketers can learn from US water brand Liquid Death
The brand’s irreverent marketing has seen a huge response from shoppers, says Sunil Bajaj, writer and analyst at Contagious
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Comment and OpinionEdgar Wright’s effort for McDonald’s raises eyebrows
This ad is distinctively the work of Wright, whose choreographic and editing skills are his strongest suits
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Profiles and QandAsMy food & drink job: Niall Healy, brand manager, Minor Figures
From Ireland to Panama to London, a passion for food and drink has brought Niall around the world and he shows no sign of slowing down
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WhitepapersHow to get to grips with what consumers want in 2023
Understanding what consumers want in the midst of a cost-of-living crisis is a major challenge for consumer goods companies. So how can brands and retailers best tackle this?
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Comment and OpinionLucozade Sport statue brings joy to January’s exercise push
Starting off 2023 on an exercise kick? Lucozade Sport has your back
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Comment and OpinionThe pros and cons of the dedicated vegan aisle
Retailers that find ways to integrate plant-based alternatives stand a better chance of recruiting new consumers, says Paul Brown, co-founder and CEO, Bol Foods
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Comment and OpinionQuorn ad angles for late-night kebab crowd
Quorn is starting 2023 with an ad that focuses on taste… using the least discerning consumer group of all time
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Analysis and FeaturesFall from Grace Award: BrewDog thought 2021 was bad. Then came 2022
BrewDog got off to a bad start in January
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Comment and OpinionHilarious, disastrous and frankly outrageous moments that shaped 2022
A year of political chaos, war, strikes, egg shortages, fevered cost price increase negotiations
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Comment and OpinionHow Quality Street tackled the emotional element of packaging changes
Some consumers pushed back, but updating the packaging was the right move, says Cristina Macina of Nestlé UK & Ireland
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Comment and OpinionWhy the Christmas World Cup was a flop… for food and drink at least
Sober, well-behaved fans, upsets galore, and the best final in living memory. But this World Cup will not be remembered as a marketing success
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Comment and OpinionWhy Cadbury’s ‘Glass and a Half in Everyone’ has cut through a year of top campaigns
It can only be a matter of time before Cadbury-a-like ads start showing up, says Jon Evans, chief customer officer at System1
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Long readsTop campaigns 2022: the most influential adverts in food and drink
We've found 50 ads in 50 categories to enjoy
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Analysis and FeaturesHow ‘unpredictable’ TikTok became essential for fmcg brands
As Elon Musk creates chaos on Twitter and Mark Zuckerberg focuses on the metaverse, TikTok has become the go-to social platform for fmcg brands
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Comment and OpinionPixar inspires Peta to put shoppers off turkey
It’s been a long year of hard sells, but as it ends, Peta are trying to persuade us not to buy something
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Profiles and QandAsMy food & drink job: Mark Amo, graphic design and marketing executive, Wanis International Foods
Part of Mark’s job is celebrity outreach – getting him in contact with some of his favourite grime artists
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The Big InterviewCEO Shirine Khoury-Haq on getting to grips with the Co-op
Khoury-Haq brings a financial approach to the Co-op, and has already cut costs. But she’s also looking to grow the topline, and to give greater focus to the society’s campaigning