Marketing insight and analysis – Page 10
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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?
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Comment and Opinion
McCain enlists dopey celebs to get a lesson in agriculture
Iain Stirling and Roman Kemp help McCain show off its pledge to commit to 100% regenerative farming by 2030
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Category Report
How can brands liven up breakfast?
Brekkie’s back, with more people eating it than before Covid – but choices are changing, so suppliers need to work to stay relevant
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Comment and Opinion
If you think retailers are the new publishers, you don’t understand retail media
Any retailer that tries to win in retail media by acting like a publisher is probably doomed to fail, says Sam Knights, CEO at SMG
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Comment and Opinion
Holy Moly seeks illicit thrills with ‘Colombian export’ campaign
Holy Moly looks to make a point about provenance in this controversial low-budget ad
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Comment and Opinion
Retail media: why the hype?
Global valuations predict the retail media market will be worth more than linear TV by the end of 2025, says Matt Lee, MD at Capture
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Comment and Opinion
Beyond marketing: other strong ways to build your brand
Simply investing in packaging and consumer partnerships, while it might feel less sexy or exciting, can pay dividends
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Analysis and Features
Are we witnessing the death of craft beer?
As an unprecedented number of breweries close down, what does this mean for the future of the craft beer category and its place in the supermarkets?
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Reports
How UK supermarkets scared trick or treaters in 2022
Asda’s controversial contribution to seasonal scares last year was arguably too terrifying
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Reports
The best retail tactics for a bewitching Halloween
Creating a spectacle in store has always been important at Halloween, but the introduction of HFSS rules last October has posed a challenge for retailers
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Profiles and QandAs
My food & drink job: Imogen Hibberd, social media manager, VFC
’As a vegan, I have always wanted my career to overlap with my morals and ethics, and ensure what I do with my career has a positive impact on our world’
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Comment and Opinion
Soft drinks levy must be a blueprint for tackling obesity
It is imperative to take proactive measures to address the issue of excessive soft drink consumption among adolescents, says Dr Kawther Hashem, campaign lead for Action on Sugar
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Comment and Opinion
Walmart’s targeted radio ads signal the future of in-store media
The Walmart Radio Network marks a new frontier in the development of the physical store as a multifaceted retail media asset, says Miya Knights, co-author of Amazon and Omnichannel Retail
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Comment and Opinion
Bad Gyal chills with a beer in Estrella Damm short film
Spanish pop star Bad Gyal eyes a boat party in Estrella Damm’s beautifully produced short
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Comment and Opinion
Why Feedback is calling out supermarket greenwashing
Retailers are indulging in numerous green gimmicks which risk contravening new guidance on greenwashing from the CMA, says Jessica Sinclair Taylor, head of policy at Feedback