Marketing insight and analysis – Page 9
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Category Report
How Big (and Sexy) can the pizza category get?
A new generation of challengers such as Lewis Capaldi’s Big Sexy brand is helping pizza shrug off the impact of inflation and HFSS
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Profiles and QandAs
My food & drink job: Alice Maramotti, senior brand manager, Mars Wrigley
‘I’m a firm believer that food brings people together, and there are so many ways to make memories associated with food’
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Comment and Opinion
How indie booze brands can break into supermarket shelves
Supermarket shelves are becoming more restrictive and full of price promotions, but customers are becoming more experimental, says Nick Gillett, MD of UK premium spirits distributor Mangrove Global
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Comment and Opinion
Plain packaging on cereal? The obesity crisis is far more complex
Getting rid of cartoon characters, animations, vibrant colours, brand mascots and the like represents a slippery slope towards complete brand erosion, says Mike Coppen-Gardner, MD of SPQR Communications
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Comment and Opinion
Guinness is careful not to jinx Ireland’s Rugby World Cup chances
Ireland play their first game in the men’s Rugby World Cup this weekend, and expectations for the boys in green are high
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Comment and Opinion
How ideation workshops could solve plant-based woes
An effective ideation process can help suppliers and retailers collaborate, says Gina Overton, director of Bridgethorne
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Comment and Opinion
Ooft! Tennent’s leans on Scottish heritage – and sense of humour
Tennent’s borrows some of Irn-Bru’s sense of humour for this advert
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Comment and Opinion
Do consumers still care about brands?
Dramatic as it sounds, there’s been a socioeconomic shift in recent years. Do consumers still care about the name on the pack?
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Comment and Opinion
How brands can market premium products to gen Z
Shoppers may be hard up for cash but they’re still looking for little luxuries, say Oyin Akiniyi, head of cultural conversations at Chivas Brothers and Charlotte Willcocks, head of strategy at creative agency Impero
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Comment and Opinion
What’s behind Iceland’s ‘biggest ever’ frozen launch?
Close followers of Iceland will know that the supermarket chain is no stranger to bold, if sometimes slightly questionable, marketing claims
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Analysis and Features
What is Liquid Death and is it about to take the UK by storm?
Liquid Death is well on the way to reaching cult-like status, but where did it come from and why has it become so popular?
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Comment and Opinion
Why you must understand the shoppers your ad didn’t reach
Retail media is a closed loop – most importantly, you know who buys the product without seeing the ad, says Joel Hopwood, co-founder at SMG
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Comment and Opinion
How can food manufacturers attract more workers?
Public perception about food and drink industry careers would have to change
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Comment and Opinion
Reliable Ritz helps family choreograph a pre-visit clean-up
We’re treated to a funny, cleverly choreographed, quick and cheeky clean-up operation
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Analysis and Features
How big can M&S get in food – and how will it get there?
M&S Food aims to grow its market share by one percentage point, to about 4.5%. But could new stores, Ocado and ‘trusted value’ take it further?
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Comment and Opinion
Why we need mission-led brands more than ever in a cost of living crisis
We need brands that champion purchase drivers other than price, says Ben Black, executive director at Verlinvest
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Comment and Opinion
Kit Kat knight tackles technological trouble
Kit Kat has gone back in time in attempt to bring its famous ‘Have a break…’ slogan into the 21st century
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Comment and Opinion
How brands can harness the power of nostalgia
Nostalgia can be a powerful approach for certain brands, helping them bring back fond memories of their products, says Blake Armstrong, MD at Krow London
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Comment and Opinion
Kit Kat cereal and Corona Tropical are brand extensions too far
It is safer for brands to operate within their core proposition and expand only where relevant into adjacent spaces, says Jeremy Garlick, partner at Insight Traction
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Category Report
How ‘miracle’ pills are thriving on TikTok
Snail gel, MCT and ‘miracle’ weight loss supplement berberine are among the trending remedies on the platform. What has been the sales impact?