Marketing insight and analysis – Page 6
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Comment and OpinionQuality 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 OpinionTesco’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 FeaturesHow 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 FeaturesWill 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 OpinionWill 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 QandAsMy 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 FeatureWhy 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.
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Comment and OpinionCan M&S learn to speak to a gen Z audience?
The second season of inside M&S sees the retailer attempting to broaden its appeal
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Comment and OpinionJameson chills out with serendipity king José
Jameson’s new ad focuses on relaxation, rather than chuckles
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Analysis and FeaturesWho won the Christmas ads in 2023? Our judges give their verdict on all the ads that matter
This year’s batch of festive ads has been rolling out the celebs aplenty. But which is the best?
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Profiles and QandAsMy food & drink job: Olivia Slater, in-house designer, Field & Flower
Olivia says to get into food or design ‘start a food and recipe blog, design assets for brand you admire, create your own content on social, attend networking events and meet people’
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Comment and OpinionWhy Nestlé’s Caramac failed to cash in on the blonde chocolate boom
When Cadbury Caramilk hit the UK in June 2021, Mondelez hoped it would ‘bring incrementality to the market’
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Comment and OpinionHannah Waddingham leads Baileys’ Christmas campaign
Baileys probably thought hiring Hannah Waddingham to star in its Christmas ad couldn’t go wrong
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Comment and OpinionMaking the most of low & no drinks’ increased relevance this Christmas party season
It’s estimated that around 40% of UK adults are currently trying to moderate their alcohol, and a fifth of young adults don’t drink alcohol at all
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Comment and OpinionAilana Kamelmacher, Intune co-founder, doyenne of foodie PR and storyteller supreme
Ailana Kamelmacher has left an indelible mark on food and drink brands and also touched countless lives with her championing and mentoring of young people
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Comment and OpinionFour ways to win on food quality, not price
After the dominance of discounters, we are coming to a time when more minds are turning to quality, says Jeremy Garlick, partner at Insight Traction
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Comment and OpinionPhysical stores are vital to brand repositioning
The opportunity for physical retail lies in making emotional connections, says Ewald Damen, creative director and managing partner at Virgile & Partners
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Comment and OpinionUnderstanding shopper mindsets this Christmas
Shoppers are going into Christmas 2023 with two distinct mindsets, says Michelle Whelan, co-CEO at VMLY&R and CEO at VMLY&R Commerce
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Promotional FeatureHow fmcg brands can recapture shoppers’ attention
Feverish competition for attention has made it harder than ever to cut through. Snapchat explains how to use experiences to create compelling marketing with better sales opportunities.
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Category ReportHow to avoid the ASA’s ire
As George the bear knows, navigating advertising rules is fraught with danger for booze suppliers. So, how can they get it right?