Summary
This document highlights best practice in using sponsorship effectively in the food sector with cases from Yeo Valley (UK), Smarties (Canada), Wheat Thins (USA) and Kraft (Canada).

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Discover top mobile advertising strategies for the food sector in this document with cases from Athenos Hummus (USA), Stop Not (India), Saffola (India) and Freggo (UK).

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Key themes at the World Brand Congress in Mumbai included the role of brand reputation, the use of digital technology to get closer to consumers, and examples of marketing best practice. Sessions focused on what it meant for marketing professionals to engage with customers in the Asia-Pacific region, with speakers from global companies such as SAP as well as from local enterprises like Safexpress. Customer analytics will be a core competency in the years ahead as brands seek a better understanding of how customers use touchpoints and look for ways to optimise those interactions.

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This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Lay's, Doritos and Quakers. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the food market. Brand opportunities and strategy are identified and recommendations for the future offered.

Summary
This report describes how Frito-Lay, PepsiCo’s salted snacks business, engages senior management with the needs of US shoppers and has re-engineered its NPD and innovation process to place consumers at the heart. The company’s 'Shop Like Me' program challenges senior managers to buy groceries for a specific consumer profile; their choices are then compared to the purchases of a real shopper. This teaches management the typical budgetary constraints of shoppers and the natural price advantages of private labels. Working with Ideas to Go, an NPD specialist, Frito-Lay uses a three-phase innovation process involving a shopper panel: Insights to Ideas (consumer exploration, platform refinement and 'starter ideas'); Build-Out Ideas (culinary sessions, concept labs, consumer input); and Develop Proposition (in-home behaviour, package optimisation, go-to-market strategies). The company looks for panelists with 'a creative mindset' to play a proactive role in generating ideas and optimising products, rather than just validating them.

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Using the example of Kate, a working mom in the US, this article explains the five distinct stages in the snack food path to purchase, using qualitative research undertaken by Microsoft Advertising and Ipsos OTX. The aim of the research was to go beyond the basic behavioural information to understanding the psychology behind how purchase decisions are made and how the right media and content can influence these decisions. It shows how a deep understanding of each of the decision phases - and the channels, people and devices that influences whether people will try a new product, buy it and become loyal users in the future - can help marketers invest their budgets where they will have the most impact.

Summary
Most snack food purchases are unplanned and are usually not brand-driven - customers come into the store aiming for the category and seek inspiration at the shelf. Price promotions are powerful but value is also driven by product innovation such as flavour or format, and non-product innovation such as seasonal packaging and customisations and accessibility. This article illustrates seven ways to achieve brand salience, using Pringles and Doritos as examples.

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This document, featuring case studies from Piattos (Indonesia), PepsiCo Walkers (UK), Doritos (UK) and Frito-Lay (Canada), is a collection of Warc's best case studies on Branded Content Effectiveness in the food category.

Summary
This document, featuring case studies from Doritos (UK), Frito-Lay (USA), Doritos (Canada) and Walkers (UK) is a collection of Warc's best case studies on how to increase loyalty for savoury snack brands.

Summary
This document, featuring case studies from Wheat Thins, SunChips, Cheetos and Doritos summarises the pick of Warc's US case studies on gaining customers for snack brands.