This report describes how food brands have leveraged consumer insights to effectively engage with Mums and families in EMEA.
1. Portraying food preparation as a shared family activity can be a powerful insight
Uncle Ben's, a food brand, wanted to change British families' cooking habits by getting families to cook together more often.
2. In low-involvement categories emotional messaging can create brand differentiation
Unilever launched sub-brand, Rama With Butter, a spreadable butter, in five European countries to compete with rivals and to avoid further declines in revenue and brand supremacy.
3. Product trial and advocacy can win over cynical consumers
McCain Foods, the...