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Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

News

LONDON: UK regulators introduced tough new rules at the weekend that ban ads for products high in fat, salt or sugar (HFSS) in all children's media, including Facebook and other social media platforms.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

News

LONDON: Maltesers, the Mars-owned confectionery brand, reversed declining brand metrics and sales with a humorous take on disability that proved to be one of its most successful campaigns ever.

Case Study

This case study describes how Mars, the confectionery and food manufacturer, reversed declining growth and increased sales of its Maltesers snack through its portrayal of disability in its advertising.

Case Study

This case study shows how Heinz, a condiments brand, used small wiener dogs in hotdog costumes to promote its condiments during the US Super Bowl.

Case Study

This case study shows how Doritos, a snack brand, increased sales and brand awareness by partnering with a support organisation for LGBT youth in the US and releasing a Gay Pride themed product.

Case Study

This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.

Case Study

This case study shows how the Cheburashkini Brothers, a dairy products brand, established itself in Russia, to become one of the leading brands in the premium dairy products market.

Case Study

This case study shows how GariGari-Kun, a popsicle brand, released an apologetic ad in order to scale back the possible negative sentiment Japanese fans could have towards a ten cent increase in price.

Case Study

This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

Case Study

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Case Study

This case study shows how Ferrero Rocher, the chocolate brand, successfully broke into the everyday chocolate gifting market in Taiwan by partnering with a messaging app and a chain of convenience stores.

Case Study

This case study shows how Maltesers, a chocolate brand, successfully increased sales in the UK by launching a campaign that more accurately represented people with disabilities.

Case Study

This case study shows how Extra, a gum brand, successfully increased sales and brand engagement in the US by making emotional storytelling its marketing focus.

Case Study

This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

Case Study

This case study shows how Nestlé Nan, a milk supplement brand, complemented an offline event with a social media engagement strategy to increase brand awareness in Singapore.

News

NEW YORK: The suppliers of leading brands of canned tuna have committed to making their products fully traceable and to avoiding illegal fishing methods, a development the UN has described as "a big achievement".

Case Study

This case study describes how Nestlé used internet personalities in a multi-platform campaign to launch its Lion Wild cereal to teens and young adults in France.

Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Case Study

This case study describes how food brand Knorr used branded content to increase the frequency of home cooking in Taiwan.

Case Study

This case study explains how infant formula brand Nestlé NAN OPTIPRO Kid 4 used word-of-mouth and the power of Christmas carols to relaunch its repackaged product during the Christmas period.

Article

This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.

Case Study

This case study explores how Hippeas, a health food start-up, launched a campaign in the UK and the US to promote its chickpea products.