Marketing insight and analysis – Page 20
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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
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Comment and Opinion
BrewDog’s latest PR blunder is more F*Cup than World Cup
People were quick to highlight the hypocrisy of the brand’s campaign to highlight Qatar human rights abuses
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Comment and Opinion
In the rush to embrace digital, marketeers can’t forget the power of physical stores
Grocery shopping in the UK is still rooted in physical shopping environments, says Matt Lee, MD at Capture
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Comment and Opinion
Ocean Spray gets Christmas guests wobbling
Christmas time is here again (!) and Ocean Spray is here to remind us of the crucial details that make our festive meal special
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Promotional Feature
How global fmcg businesses can balance heritage and growth
As businesses grow organically and through acquisition, how can they best keep the core of what made the company most appealing to customers in sight?
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Analysis and Features
Dine-in deals compared: Supermarkets attempt to rival restaurants
Supermarkets are pushing an array of dine-in-for-two meal deals
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Analysis and Features
Watch: All the retailers’ Christmas adverts 2022
Marks and Spencer was the first retailer to unveil its ad this year, followed by Lidl and Sainsbury’s a few days later
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Comment and Opinion
Mars removing Bounty from Celebrations is a classic PR distraction tactic
Getting shoppers talking about Bounty is more comfortable for the supplier than chat about shrinkflation, shortages or reformulations
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Guide To
The Grocer Guide To Soft Drinks
The sheer diversity of the soft drinks category indicates that growth is likely to continue, even amidst a cost-of-living crisis. Although health & wellbeing are now important drivers in the market, taste remains king – and suppliers need to deliver on a multitude of occasions and formats.
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Profiles and QandAs
My food & drink job: Marie Schofield, product and marketing manager, Kingsland Drinks Group
Marie is a product expert in ‘bottled at source’ wine, helping it through its journey to bar shelves
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Promotional Feature
WATCH: Which digital channels are worth the investment for fmcg?
Catch up on our omnichannel webinar where we spoke to a panel of experts on how brands can craft and optimise their digital strategy.
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Comment and Opinion
Mum makes bathtime bold with Imperial Leather
Think of Imperial Leather and the most exciting thing that springs to mind is that little sticker it puts on the soap
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Comment and Opinion
Ocado’s Nigella partnership: misstep or genius move?
As the cost of living crisis bites, is it wise to appoint a multimillionaire daughter of a Tory Lord, who is known for her decadent recipes?
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Analysis and Features
How Game of Thrones, Campari and TikTok created a pop culture moment
Searches for negroni sbagliato cocktails have skyrocketed in the wake of a viral TikTok meme
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Profiles and QandAs
My food & drink job: Ursula Runacres, senior marketing manager, Hip Chocolate and Love Cocoa
Ursula oversees the marketing output for two chocolate brands, from social media and trade shows to influencers and digital
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Comment and Opinion
Cravendale’s crooners are off-key but on target
Cravendale has an enviable history of fantastical creative adverts
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Guide To
The Grocer Guide To Frozen
While areas of the frozen category have seen some decline since the sales surge during Covid lockdowns, the cost-of-living crisis is once again driving consumers back indoors, re-invigorating the opportunity for frozen suppliers to again make their mark.
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Profiles and QandAs
My food & drink job: Georgina Miall, brand and content manager, Capsicana
‘As a die-hard foodie I should have realised sooner that a career with food was the perfect fit’