Marketing insight and analysis – Page 6
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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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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!’
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Comment and Opinion
We can’t all be grocery leaders, but ‘first followers’ are just as crucial
Those companies who make the second move, who follow the lead of the first, are vastly underrated, says Dan Crossley, executive director at the Food Ethics Council
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Comment and Opinion
Quality Street’s John Barnes wrapping ad is a game-changer for advertising
Retailers and suppliers have gone in several new directions this year, with ‘sadvertising’ notably absent while humour and quirkiness has been dialled up
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Comment and Opinion
Tesco’s Christmas ad provides bizarre body horror
A dad becomes part Christmas tree, like a Jack-in-the-Green, while his wife turns into a snow-mum
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Analysis and Features
How small brands can navigate supermarket trade investment ‘asks’
Startups and challenger brands facing ‘exorbitant’ media and promotions charges from supermarket buyers
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Analysis and Features
Will daring to be different pay off for advertisers this Christmas?
As the Christmas ad tradition took off, supermarkets’ efforts became homogenised. This year, they’re taking risks on quirky creatives
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Comment and Opinion
Will Cadbury’s new Creme Egg chocolate bar be successful?
Cadbury unveiled its latest Creme Egg spin-off last week, however, this isn’t the UK’s first Creme Egg chocolate bar
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Profiles and QandAs
My food & drink job: Katie King, marketing manager, Strong Roots
Veggie marketing manager Katie explains how to make it in the world of fmcg – from following good managers to LinkedIn networking
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Promotional Feature
Why mobile coupons can power-up your next campaign
From introducing new products to rewarding loyal shoppers and building a database, find out how you can use mobile coupons to drive success into your next marketing campaign.