Marketing insight and analysis – Page 5
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Profiles and QandAs
My food & drink job: Joe Farrar, senior brand manager, Oggs
‘Every 50ml of our egg alternatives we sell removes the need for a chicken egg’ says plant-based brand manager Joe
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Comment and Opinion
When ads don’t sell alcohol, participation is the answer
Alcohol advertising doesn’t have enough focus on building the brand in the cultural spaces between people, says Ben Essen, chief strategy officer at global creative network Iris
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Range Preview
New products hitting British supermarkets for Veganuary 2024
Household names and challenger brands alike are gearing up to capitalise on Veganuary
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Comment and Opinion
What marketers can learn from Heinz ketchup
The condiment brand continues to reinforce its standing with culturally fluent, attention-grabbing marketing, says Sunil Bajaj, writer/analyst at Contagious
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Analysis and Features
What are the big opportunities and challenges for farm shops in 2024?
Leading industry figures give their views on what the coming year may hold for the farm shop and deli market
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Comment and Opinion
Burger King’s seasonal serenade outstays its welcome
The first thing you wonder, if you’re watching the YouTube version of Burger King’s festive advert, is ‘what happens after the song finishes?’
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Analysis and Features
How advertisers got serious about humour: Top Campaigns 2023
i The days of earnest, purpose-driven marketing may be behind us. This year brands have turned to laughter to entice and entertain shoppers
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Analysis and Features
Petfood 2023: Pricier pets drive gains for own label
Pet owners trade down as prices soar
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Analysis and Features
Soup 2023: chilled sales back on the boil
Chilled soup brands are hot again. They’re back in volume growth and they’re outperformed own label
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Comment and Opinion
Ditch siloed thinking to embrace digital innovation
When it comes to supercharging digital asset and content workflows, brands and retailers must aim for a holistic approach, says Rainer Usselmann, co-founder and group head of commercial at Happy Finish
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Comment and Opinion
Jane Horrocks voices singing turkey in bleak Peta plea
Loudly voiced by Jane Horrocks, the turkey wonders a town, singing guilelessly about Christmas traditions
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Comment and Opinion
Retailers are breaking HFSS rules without consequence
Our report found stores displaying sweets, crisps and fizzy drinks in prominent areas, says Beth Bradshaw, project manager at Food Active
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Comment and Opinion
Genetically modified foods must come with a warning
The FSA’s approach rides roughshod over what consumers want, says Joanna Blythman, food journalist and author of Swallow This
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Analysis and Features
What do supermarket beer buyers want to see from brewers?
Finding space on supermarket shelves for new beer brands is tricky, yet there are key needs brewers can fill to make their products stand out for supermarket beer buyers
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Analysis and Features
Are healthier sales targets too easy?
Food manufacturers are setting healthier sales targets, but critics accuse them of unambitious goals and sleight of hand
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Comment and Opinion
Lily’s Kitchen takes low-budget approach for a cute Christmas
A charming low-budget campaign can capture festive goodwill if done right
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Profiles and QandAs
My Alternative CV: Co-op’s Christopher Byrne on Kylie, Mel B and Muriel’s Wedding
Co-op’s head of brand, creative and in-store marketing wants Victoria Beckham and Miriam Margolyes to eat crisp sandwiches together
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Promotional Feature
Beer: how to maintain long-term success amid the increasing competition
Although the beer category is continuing to flourish in the wake of the pandemic, brands still need to maintain diverse strategies to meet evolving consumer needs and ensure ongoing success. Find out more about how they can brew up a winning strategy.
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Category Report
How can fish brands hook chip shop punters?
Dinner from the local chippy isn’t as cheap as it was. So, brands are looking at ways to offer shoppers an affordable fish supper
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Profiles and QandAs
My food & drink job: Helen Clegg, senior account manager, Flavor Sampling
For online job applications, Helen says ‘skip the typical job application processes and head straight to the hiring manager’s inbox!’