Marketing insight and analysis – Page 3
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Category Report
Morrisons vs Iceland: The battle for frozen
Using exclusive product launches and eye-catching PoS activity at freezers, supermarkets are fighting hard for shoppers’ attention
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Comment and Opinion
What Mondelez risks by vehemently protecting its purple reign
Has Mondelez sought to defend the wrong part of its brand?
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Category Report
Can restaurant-style meal kits poach punters in cost of living crisis
As Brits cut back on dining out, makers of meal kits and cooking sauces are hoping to capitalise on restaurant-style lines
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Profiles and QandAs
My food & drink job: Maiya Patel, brand manager, Müller
‘If you enjoy a fast-paced, innovative and collaborative environment then the world of food and drink could be for you’
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Comment and Opinion
Carbon offsetting is a last resort, not a silver bullet
We were proud of our carbon offsetting – until we discovered the reality, says Elin Roberts, co-founder & CMO of Better Nature Tempeh
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Webinar
How fmcg brands can make the most of AI’s potential
Watch our in-depth discussion about the boom in AI-powered platforms as our panel of experts share their insights and dive into examples from marketing and new product development.
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Comment and Opinion
Cadbury Creme Egg nails return of ‘how do you eat yours?’
So closely linked with Cadbury Creme Egg is the phrase that it operates as a kind of bonus slogan
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Comment and Opinion
Plans to crack down on junk food marketing are long overdue
It’s still a wild west in the UK when it comes to how food and drink is marketed, especially to young people
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Comment and Opinion
Lyle’s Golden Syrup rebrand – justified or cultural vandalism?
Lyle’s Golden Syrup logo rebrand has sparked controversy
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The Big Interview
Sported CEO Sarah Kaye on hidden value of grassroots sports sponsorship
Sported CEO Sarah Kaye wants to connect more brands with ‘sport for good’ campaigns, promising to deliver meaningful – even ‘magical’ – results
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Category Report
Water’s rockin’ revamp: Liquid Death boosts water category
Rock-inspired Liquid Death is leading a wave of upstarts that sell water without the plastic. Could they shake up lacklustre sales?
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Comment and Opinion
Suppliers: survive the recession by mastering three trends
Retail media, artificial intelligence and sustainability: all demand a coherent strategy now, says David Sables, CEO of Sentinel Management Consultants
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Category Report
Ice cream for every season: the new year-round treat
With unpredictable summers, suppliers are vying to make frozen dairy a year-round treat with the help of TV ads and trendy NPD
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Comment and Opinion
Pot Noodle’s office slurper disgusts colleagues… and viewers
The idea is to reaffirm Pot Noodle’s ‘no nonsense’ status, cementing its appeal to rebels
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Comment and Opinion
Surreal’s startup ‘branter’ over Sainsbury’s listing grates
If the founder of a startup comes from a wealthy background, should we begrudge their claims to be a challenger brand?
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Comment and Opinion
M&S x Zoe hype shows how to ‘rocket launch’ innovation
If you want to get a product launched successfully, it requires rocket-fuelled propulsion, says Jeremy Garlick, partner at Insight Traction
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Profiles and QandAs
My food & drink job: Ameesha Nobre, brand manager, Asahi
‘Being at a beverage company in a fun industry like alcohol means you are never bored and always busy’
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Comment and Opinion
Oatly’s ‘feck-up’ – a bold move or marketing mis-step?
Oatly is reminding consumers of all its past mistakes in an attempt to ‘stick it to the man’. But is this another mistake?
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Category Report
What now for vaping following disposables ban?
The looming ban on disposables has made the £1.7bn category’s future unclear
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Comment and Opinion
Ferrari Formula 1 stars add power to Peroni heist
Drivers Charles Leclerc and Carlos Sainz – as well as team principal Fred Vasseur – star in this new ad