Marketing insight and analysis – Page 2
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Comment and Opinion
Milliways gives plastic gum consumers something to chew on
A plastic-free gum challenger needs to highlight its point of difference – but it doesn’t want to be too boring and sciencey
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Analysis and Features
Inside the shrinking fmcg wage purse: why isn’t pay keeping pace?
The pandemic days of employers making strenuous efforts to support staff are over, as pay lags inflation and competition for roles increases. Instead, more sustainable – and cheaper – support is being offered
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Category Report
Is alcohol-free the new cool?
Alcohol-free is continuing its upward climb with marketing aimed at trendy, young consumers
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Comment and Opinion
Why stricter HFSS legislation could backfire
In many of the largest HFSS volume-contributing categories, non-compliant products have significantly higher rates of sale compared to their healthier alternatives, says Alex Lawrence of Circana
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Profiles and QandAs
My food & drink job: Ivana Taylor-Ross, marketing exec, The Gym Kitchen
Ivana builds community presence and influencer partnerships for macro-counted, high-protein, low-calorie ready meal brand The Gym Kitchen
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Comment and Opinion
Greggs bags attention with cheesy quiz show ad
‘Bag some joy’ has worked nicely for Greggs for some time – but now the brand is making the slogan work a different way
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Comment and Opinion
How fmcg can learn from YouTuber success stories
Influencers who have successfully monetised their audiences are now moving into fmcg spaces with enviable returns, says Daniel Quinn, head of innovation at The Forge
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Comment and Opinion
Sheffield council’s ban on alcohol-free variants a conspiracy theory too far
Sheffield council decision to ban booze brands from advertising low & no variants is utterly baffling, says editor-in-chief Adam Leyland
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Comment and Opinion
What can food & drink learn from beauty and fashion pop-ups?
Pop-up shops are uniquely placed to overcome many brand challenges, says James Barnes, business director & co-founder of Backlash
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Profiles and QandAs
My food & drink job: Greg Brady, brand manager, Savencia
From the checkouts at Tesco to managing the Saint Agur range, Greg wants to change the British perception of blue cheese
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Comment and Opinion
Why Tesco should stick with yellow for Clubcard Prices
Yellow has been used to signify discounts and deals across the retail landscape for decades, says Will Rees-Hooper, strategy director, Design Bridge and Partners
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Comment and Opinion
Chocomel chucks everything at random ad campaign
Chocomel is looking to cover a lot of ground with its new ad
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Comment and Opinion
What we can learn from Jägermeister’s tech-driven global approach
Technology can free up teams to focus on priorities and challenges that require more creative solutions, says Harry Edmonds, creative director at Mother Design
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Profiles and QandAs
My food & drink job: Lici Sawyer, junior brand manager, Bol Foods
Lici explains how a degree in Spanish taught her the communication skills to land a marketing role at Bol Foods
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Comment and Opinion
Kerrygold takes John Lewis route with anthropomorphised table
The soundtrack is an emotional, slowed-down cover and the star is an anthropomorphised… table
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Comment and Opinion
I spent 30 years in marketing at Unilever. Now I want to shake up the ad industry
This is the opportunity of a lifetime for advertisers to invent the future, says Sebastian Munden, chair of Ad Net Zero and chair of Wrap
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Comment and Opinion
How Philadelphia tapped into emotion to grow sales 20%
Spending big on marketing to bolster one of the category’s more expensive cream cheese brands won’t sway consumers to buy in a cost of living crisis. Or will it?
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Profiles and QandAs
My food & drink job: Chloe Graves, marketing co-ordinator, Glebe Farm
’I was relentlessly passionate in the interview – I don’t think I gave my interviewer time to breathe!’
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Category Report
How RTD coffee brands are nicking business from baristas
As inflation continues to weigh on shopper wallets, savvy RTD coffee brands are nicking customers from baristas
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Comment and Opinion
Why we must use digital tech to optimise physical stores
The answer lies in using digital strategies to complement the physical and vice versa, says Guy Elliott, executive VP, retail & consumer products at Publicis Sapient