This report describes how EMEA food brands have found success with advertising campaigns which persuade consumers to increase product consumption occasions.
Food brands adopt this communication strategy for a range of reasons, including:
1. A chance to capitalise on healthy eating trends
Food brands are increasingly aware of social and government concerns about obesity levels. Consumers have proved receptive to brands that use advertising to highlight their healthy attributes and recommend alternative eating suggestions.
2. An opportunity to communicate differently
Food brands launching costly new product lines often rely on habitual, trusted advertising methods to raise awareness. However, marketers...