or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Business and industrial
Toiletries and cosmetics
Int. Journal of Advertising
ESOMAR Conference papers
Journal of Advertising Research
ARF Experiential Learning
Date: newest first
Date: oldest first
Brazil's middle class? Your table is ready: Opportunities and challenges facing the food service industry in Brazil
Gabriel Aleixo and Renata Ribeiro, ESOMAR, Latin America, Mexico City, May 2012
Brazil's middle-class population has risen sharply in the last decade and in 2012 nearly half of Brazil's population is classified as middle class.
Brazil's middle-class population has risen sharply in the last decade and in 2012 nearly half of Brazil's population is classified as middle class. As a result, Brazilians are dining out more than ever. To understand how this growth affects the food service industry, Nestlé Brazil proposed a mass-ethnographic project using online research communities to better understand the Brazilian middle-class market. The findings identified two key pillars that drive the conscious decisions consumers make when selecting a place to eat - the environment and the food. It also illustrated that, to the Brazilian middle class, eating out is not just a practical need - it is charged with emotional associations related to the transformation of living standards. Understanding these emotional cues are key to reaching this growing market.
Are nutrient-content claims always effective? Match-up effects between product type and claim type in food advertising
Hojoon Choi, Hye-Jin Paek and Karen Whitehill King, International Journal of Advertising, Vol. 31, No. 2, 2012, pp. 421-443
The purpose of this study was to examine the extent to which recently prevalent nutrient-content claims in food advertising are effective and how the level of effectiveness might differ between food products perceived as healthy and unhealthy.
The purpose of this study was to examine the extent to which recently prevalent nutrient-content claims in food advertising are effective and how the level of effectiveness might differ between food products perceived as healthy and unhealthy. Guided by the match-up hypothesis and its theoretical underpinnings, a set of 2 (nutrient-content vs taste claim) × 2 (healthy vs unhealthy food) experiments investigated the impact of nutrient-content claims compared to the impact of taste claims on two different food product types. The authors found that (a) respondents evaluated food ads with nutrient-content claims as healthier than food ads with taste claims regardless of product type, but (b) the respondents showed better advertising evaluations on nutrient-content claims for foods perceived as healthy foods and on taste claims for foods perceived as unhealthy. Our findings provide implications and suggestions for improving food advertising and marketing strategies, and public health policy.
Stop Playing with Your Food: A Comparison of For-Profit and Non-Profit Food-Related Advergames
Vincent Cicchirillo and Jhih-Syuan Lin, Journal of Advertising Research, Vol. 51, No. 3, 2011, pp. 484-498
In response to the rising rate in childhood obesity and the increasing number of child-targeted interactive games employed by food marketers and health advocates, this study examined food-related advergaming content for for-profit and non-profit organizations' Web sites.
In response to the rising rate in childhood obesity and the increasing number of child-targeted interactive games employed by food marketers and health advocates, this study examined food-related advergaming content for for-profit and non-profit organizations' Web sites. The authors conducted a content analysis of 80 interactive games (40 for-profit and 40 non-profit). The results showed differences in the interactive-gaming genre types employed by non-profit and for-profit organizations. This research adds considerably to the literature about the ways in which children learn healthy food habits/behaviors. Managerial and practical implications are provided to address the need to advance socially responsible methods for organizations.
Semiotics of taste: Application in China for International (and Local) Food and Flavor Industries
Vladimir Djurovic, Nadège Depeux, ESOMAR, Qualitative, Barcelona, November 2010
The traditional role of consumer research in the food and flavor industry focuses primarily on new concept creation and product development, as well as product testing.
The traditional role of consumer research in the food and flavor industry focuses primarily on new concept creation and product development, as well as product testing. This presentation describes how semiotics can be applied during the preliminary stage of concept creation – how it can be used to prepare probe material as well as structure the findings of more traditional qualitative research, when the researcher interprets consumer expectations towards flavors.
Pulse on the economy: Using social media to understand today's shopper behaviour
Christina Engelhardt and Larisa Mats, ARF Experiential Learning, Re:Think conference, 2010
This paper discusses how social listening can help brands gain consumer insights. It reports on research carried out by Kantar Media affiliate Cymfony for Kraft Foods to learn how American consumers' grocery shopping behaviour was being affected by the recession.
This paper discusses how social listening can help brands gain consumer insights. It reports on research carried out by Kantar Media affiliate Cymfony for Kraft Foods to learn how American consumers' grocery shopping behaviour was being affected by the recession. Its methodology incorporated social listening on blogs, forums, etc with targeted email surveys to better-understand the attitudes and actions of women and mothers who were the primary grocery shoppers. The research revealed that women went from anger or denial about the economy to developing confidence and taking pride in being frugal. This helped shape Kraft's strategy to better engage them with appropriate in-store, online and advertising communications.
The current practices in food advertising - the usage and effectiveness of different advertising claims
Kihan Kim, Yunjae Cheong & Lu Zheng, International Journal of Advertising, Vol. 28, No. 3, 2009, pp. 527-553
A content analysis and a quasi-experiment were performed to examine the current practices in food advertising, and the usage and the effectiveness of different advertising claims across two food categories (hedonic vs functional).
A content analysis and a quasi-experiment were performed to examine the current practices in food advertising, and the usage and the effectiveness of different advertising claims across two food categories (hedonic vs functional). The content analysis revealed that taste and specific nutrition claims are the two dominating types of advertising claims in recent food advertisements. Also, a greater proportion of advertisements for functional (vs hedonic) foods appeared to use such nutrition/health claims as general health and contains nutrient claims, whereas a greater proportion of advertisements for hedonic (vs functional) foods used taste claims. However, these current practices of food advertising were called into question by the results of the quasi-experiment, which showed that the nutrition/health claims were more effective when promoting hedonic (vs functional) foods, whereas taste claims were more effective when promoting functional (vs hedonic) foods in generating favourable attitudes and purchase intention. Implications, limitations and future research directions are discussed.
Intimate and intimidating: understanding trends and patterns in food and eating culture
Jens Lonneker, Sebastian Buggert and Kirsten Juchem, ESOMAR, Qualitative Research, Istanbul, November 2008
The article describes a research study into attitudes to food. Food is said to have become a self-modelling process and something through which increasingly people define to themselves who they are and want to be, or from which they derive emotional consolation.
The article describes a research study into attitudes to food. Food is said to have become a self-modelling process and something through which increasingly people define to themselves who they are and want to be, or from which they derive emotional consolation. Attitudes to food and detailed eating habits were investigated in seven countries (six in Europe plus US). Depth interviews and internet diaries were involved. The psychological significance of specific eating habits was explored. The cultural contexts were found to differ between countries. In Spain, Italy and Poland, family eating is still an ideal and gives rise to a tension with the fragmented modern lifestyles now dominant in the US, France, UK and Germany. Also, food habits are becoming more fragmented with lifestyles and individuals are increasingly intimidated by food and torn between the demands of aesthetics and indulgence. Marketers and products need to address the specific situations in which different functions are demanded from food.
Sensory evaluation: from food to fragrances
Lise Dreyfuss, Pascale Elmalan, Huguette Nicod, Florence Sponton and Hélène Azoeuf, ESOMAR, Fragrance Conference, Paris, November 2007
When a person comes into contact with a fragrance, they experience sensations that are unique to him or her.
When a person comes into contact with a fragrance, they experience sensations that are unique to him or her. But this is not a reason why we should not try to describe 'objectively', or as 'objectively' as possible, the fragrances of our products. Research shows that humans do not have an unlimited capacity to judge the intensities of individual odour notes in complex smells, and the food industry demonstrated a long time ago that well trained people are able to describe complex aromatic products with acuteness and reliability. This paper details the main principles of odour perception to understand their complexity, then show how the food industry improves its products to meet the consumer's expectations using sensory descriptive analysis, before finally providing a fragrances-specific case study.
Enhancing food promotion in the supermarket industry: a framework for sales promotion success
Lisa S. Simpson, International Journal of Advertising, Vol. 25, No. 2, 2006, pp. 223-245
Sales promotion research has tended to be narrow in focus, emphasizing one particular tool (generally price discounting) and comparing the usefulness of the technique with advertising, for example.
Sales promotion research has tended to be narrow in focus, emphasizing one particular tool (generally price discounting) and comparing the usefulness of the technique with advertising, for example. In contrast, this study identifies channel issues such as trust and the sharing of objectives, market development and industry structure as vital to the successful use of sales promotions in the supermarket retail environment.
Information asymmetries, labels and trust in the German food market: a critical analysis based on the economics of information
Birte Karstens and Frank-Martin Belz, International Journal of Advertising, Vol. 25, No. 2, 2006, pp. 189-211
This comprehensive research study reveals that credence qualities are often elaborated and harmonized using different signaling instruments, the choice of which reflect a company's characteristics and market position.
This comprehensive research study reveals that credence qualities are often elaborated and harmonized using different signaling instruments, the choice of which reflect a company's characteristics and market position. Signaling instrumentation does not apparently relate to any particular food industry, with family businesses seemingly able to create credibility in the context of socio-ecological product qualities, for example.
YOU ARE IN THE WARC INDEX:
Food industry, market
Bread, cake, biscuits
Dairy products, fats, oils
Fast food, takeaway outlets
Fruit and vegetables
Meat, poultry, fish
Sauces, seasonings, condiments
Savoury snacks, potato chips
Laws and ethics
Food advertising, diet and obesity
Food and drink marketing to children
Food, diet and obesity
Supermarkets and grocery stores
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc