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.
YOU SEARCHED FOR:
Industry sectors - Food - Baby food
Industry sectors - Food - Bread, cake, biscuits
Industry sectors - Food - Breakfast cereals
Industry sectors - Food - Confectionery
Industry sectors - Food - Convenience, readymade
Industry sectors - Food - Dairy products, fats, oils
Industry sectors - Food - Fast food, takeaway outlets
Industry sectors - Food - Food industry, market
Industry sectors - Food - Fruit and vegetables
Industry sectors - Food - Meat, poultry, fish
Industry sectors - Food - Sauces, seasonings, condiments
REFINE YOUR RESULTS BY:
Enter a search term:
Leisure and entertainment
Toiletries and cosmetics
Government and non-profit
Effies (North America)
Warc Prize for Asian Strategy
Date: newest first
Date: oldest first
Chobani: Cultivating a brand, one online community at a time
Emily Schildt, Research on Warc, The SoDA Report, 2013
This article describes how Chobani, the US Greek yoghurt brand, became number one in its category without using any traditional advertising.
This article describes how Chobani, the US Greek yoghurt brand, became number one in its category without using any traditional advertising. Instead it consciously focused on social media with the aim of creating a passionate fanbase online. This began with focusing on customer service, then moving onto proactive conversation with communities with shared interests. Keeping this function in-house provides the speed, agility and intimacy necessary to sustain this level of conversation but is also time-consuming and demanding of human resources. Through this engagement, Chobani allowed its consumers to shape the brand, informing everything from product development to marketing and communication.
McDonald's takes a "cross-cultural" approach to multicultural marketing
Stephen Whiteside, Event Reports, ANA Multicultural and Diversity Conference
This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets.
This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets. The company has tailored its English-language creative with predetermined culturally-relevant insights; a "cross-cultural" approach that broadened its appeal to all audience segments. A spot featuring a grandfather who uses the free WiFi in a McDonald's restaurant to receive a video call from his daughter to see his new baby grandson for the first time had wider resonance, despite originally being aimed at Afro-Americans. Furthermore - citing its McCafe range – McDonald's recognized that Asian-Americans were more inclined to drinking espresso than other demographics. As a result, McDonald's ran a one-time offer on its coffee, reducing the price to $1 and promoting it in the tri-state New York area using coupon booklets in Chinese, Hindi, Korean and Tagalog.
How brands are built in the digital age: A decade of 'I'm Lovin' It'
John Somerville, Admap, December 2013, pp. 29-31
This article discusses how McDonald's, the fast food restaurant chain, uses technology in its marketing whilst maintaining core values.
This article discusses how McDonald's, the fast food restaurant chain, uses technology in its marketing whilst maintaining core values. McDonald's has kept pace with digital innovation, using it in the early 2000s to maintain relevance when under threat. The company has successfully used social media, mobile and creative content to engage consumers with its brand, and it is argued that having values at its core has allowed this. Mobile, in particular, has been used by McDonald's to create useful and engaging experiences for consumers that vary by market. Engaging consumers in conversations online and allowing open questions has also helped the brand to build its reputation.
How Nestle married chocolate to Google technology
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This report describes how Nestlé is approaching connecting online and offline marketing, including partnering with Google to name an iteration of the technology company's mobile phone operating system after KitKat, the chocolate bar owned by Nestlé.
This report describes how Nestlé is approaching connecting online and offline marketing, including partnering with Google to name an iteration of the technology company's mobile phone operating system after KitKat, the chocolate bar owned by Nestlé. This affiliation led to extensive social media buzz and promotional KitKats offered the chance to win Android-related products. Other digital endeavours include the use of QR codes with the Drumstick ice cream in Malaysia; tie-ups with BenNaNa, a peelable ice cream, and the Chinese social-media platform, QQ; and a 'Tweeting bra' created by Nestlé Fitness cereal in Greece.
Recreating AlaTurca: Consumer goal conflicts as a creative driver for innovation
Deger Ozkaramanli, Steven Fokkinga, Pieter Desmet, Erkan Balkan and Eapen George, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey.
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey. In order to achieve radical innovation, companies require an increasingly deep understanding of consumers' wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses a combination of theory and hands-on experience. Specifically, the approach outlines how to capture truthful consumer needs through emotions, how to structure and prioritise them using consumer goal conflicts, and how to maintain and communicate insights throughout a project with narratives.
How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest
Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights.
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights. Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. By conducting a netnography-based content analysis of all contest output, an understanding of consumers' needs and preferences underlying the submitted ideas was gained. In addition netnographic validation in independent online communities provided insights into the ideas' relevance for the general market as well as hints for further improvement.
Can advertising influence the results of hedonic tests for food products?
Christian Dianoux, Dan Petrovici and Anne-Laure Minondo, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 617-632
This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand.
This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand. Four experimental designs indicate different preference rankings, which have distinctive managerial implications. In particular, this study points out the need to integrate advertising into hedonic tests at a very early stage of new product development process. Limitations and future research avenues are finally discussed.
Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking
Chun-Tuan Chang and Chien-Hun Tseng, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 559-585
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals.
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals. This research presents the results of two studies that tested whether product type and individual consumer differences in sensation seeking moderated the effects of sexual appeal type. In Study 1, we conducted an experiment and found that an explicit sexual appeal was more effective in promoting a sexually related product, while an implicit sexual appeal was more effective in promoting a non-sexually related product. The above-mentioned results only held for high sensation-seeking participants, not for those who are low sensation seekers. In Study 2, we used a different manipulation of product type and replicated the results. The findings underscore how important it is for marketers to learn more about how different sexual appeals work. The findings also illuminate how practitioners can avoid negative consumer reactions to a sexual appeal.
Why General Mills believes intuition should support data
Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This event report addresses the role of data and intuition in marketing, based on the views of Jeanine Bassett, vp/global consumer insights at General Mills.
This event report addresses the role of data and intuition in marketing, based on the views of Jeanine Bassett, vp/global consumer insights at General Mills. She suggests that intuition – based on an intimate knowledge of the target audience – is often neglected by marketers and researchers at major companies, who have come to depend on statistics as a substitute for personally developing an innate understanding of consumers. While data undeniably has its place, relying on it ignores the role of shrewd judgment and context. It also tends to focus attention on research methods, not on how best to make decisions and learning to act at speed, which are supremely valuable skills in their own right.
California Milk Processor Board: A bedtime story about milk
Jay Chiat Strategic Excellence Awards, Silver, October 2013
This case study describes a campaign by the California Milk Processor Board (CMPB), a not-for-profit marketing organisation, which targeted Hispanics by reviving an old product usage idea.
This case study describes a campaign by the California Milk Processor Board (CMPB), a not-for-profit marketing organisation, which targeted Hispanics by reviving an old product usage idea. The benefits of milk had already been well communicated and the breakfast-time milk market had been maximised. This campaign revived the idea of a glass of milk before with the rational message of helping people to sleep better, and the emotional message of reviving a parent/child bedtime ritual with a glass of warm milk. In many Latin American countries the end of children's television programming is marked by a message that tells children to go to bed. CMPB built on this by creating an ad that carried this message associated with milk to be aired on Hispanic television channels in the evening. Bilingual bedtime stories with milk as a central theme were also developed and distributed for free through doctor's offices. Facebook and mobile was also used, and blog coverage gained through delivering bedtime stories directly to 'mommy bloggers'. A consumption study showed a directional increase of 7% following the campaign.
, 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