Marketing insight and analysis – Page 19
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Comment and Opinion
Lindsay Lohan gives Pepsi’s festive ‘dirty soda’ a try
With its great rival Coke rolling out its big trucks and Sundblom Santa, Pepsi is inclined to do things a bit differently
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Comment and Opinion
Cadbury failed before on low-sugar chocolate. Will this time be any different?
How will the chocolate giant attempt to persuade shoppers to pick up a new, healthier version over the original they know and love?
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Comment and Opinion
Two months into HFSS restrictions, how are brands and retailers responding?
The initial phase of legislation provides an opportunity for brands to reassess their approach to retail campaigns, says Matt Lee, MD at Capture
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Comment and Opinion
Low & no alcohol is about to cut through. Indie brands must seize the moment
Brands would be better off building their identity than pumping out variant after variant, says Nick Woods, strategy/creative director at Sunny Side Up
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Webinar
WATCH: How to navigate a new era for seasonal promotions
What do you need to know to win in a new era of seasonal promotions? Watch our webinar on demand to find out more from our expert panel.
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Comment and Opinion
Zapp doesn’t take obvious route with Lewis Hamilton and his hound
Most adverts featuring Formula 1 stars focus on the sport’s elite performance requirements
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Analysis and Features
The five TikTok food trends defining the end of 2022
From air fryers and butter boards to ASMR, these are the trends driving views on TikTok
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Video
Category briefing: what’s hot in prepared salads?
Kate Hofman, founder and brand director of Grow Up Farms, talks us through the challenges and opportunities facing the prepared salads market. Check out Kate’s deep dive below
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Comment and Opinion
Pepsi, Where’s My Jet? Soft drinks giant comes out badly in Netflix documentary
It’s the mid-1990s and the Cola Wars are raging. Pepsi unveils a formidable weapon
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Comment and Opinion
Belvedere promises ‘best minute of your life’ with 007
Daniel Craig has found time to appear in the campest ad of the month. Possibly year. Maybe even century
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Comment and Opinion
Better-for-you brands face poor taste perceptions. Here’s the antidote
A large proportion of consumers believe a healthy product will compromise on flavour and satisfaction – but their perception can be changed, says Richard Lloyd-Williams, MD at Flavor
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Guide To
The Grocer Guide To Supply Chain
The UK’s food and drink supply chain is still facing numerous challenges, with pressure coming from a variety of global and local factors. Yet logistics suppliers are working to tackle the issues they face, with increasing use of automation and digital technologies to optimise effiency and overcome labour shortages.
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Comment and Opinion
Quality business thinking is critical in times of rapid change. Here’s how to enable it
The pace of change is unlikely to slow, so we need to be deliberate about how we set ourselves up for quality thinking in response, says Jeremy Garlick, partner at Insight Traction
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Comment and Opinion
How Heinz found its ‘meaningful difference’ – and other brands can do the same
Understanding – and communicating – what makes your brand different will ensure it stands out, says David Gray, strategy consultant at 1HQ
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Comment and Opinion
Clever Cîroc balances celeb cool with off-licence approachability
Cîroc, making its TV debut, cleverly positions itself as an exclusive and approachable brand
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Comment and Opinion
How Asda pulled off its Buddy the Elf ad – and why it hit the mark with Brits
Check out behind the scenes of how Asda pulled off its viral Buddy the Elf ad
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Comment and Opinion
How shoppers are changing habits to save money and cut food waste
It’s not just about budget for today’s shoppers – many are switching categories to help avoid waste, says Steph Cullen, head of manufacturing at IRI
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Guide To
The Grocer Guide To Bread & Baked Goods
In a fiscally challenging UK marketplace, bread & baked goods suppliers are focusing on the appeal of their products as affordable treats, as well as showing how they can provide versatile options for an increasing number of at-home meals and social occasions, as well as cater to healthy living trends.
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Analysis and Features
Christmas adverts reviewed: can anyone best Asda’s Buddy the Elf?
This year supermarkets must balance lush festive ads against a public struggling with costs. Did they live up to the challenge?
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Comment and Opinion
We can’t take our eyes off Wherefrom’s weird comparisons
Wherefrom has made a strong case for itself, with a series of distinctive, deadpan ads