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Food is a major advertising sector, covering categories such as snacks, breakfast cereal and confectionery. Key trends in the industry include the shift by consumers in many developed markets toward ‘healthier’ options. Quality and convenience are two other key drivers of category innovation.

Key Reading

Important papers from across the Warc database

How the food manufacturer is seeking to become a leading brand in the digital and social media space. Steps taken include embracing brand building fundamentals, focusing on innovation, partnerships and collaboration. The paper also discusses Nestlé's "brand-building house".
Using Ehrenberg's marketing laws, Mars has discovered how both creativity and science can work together.
Results of a global Nielsen analysis focusing on global body image and healthy eating trends.
How the restaurant giant used fast food data to link advertising quality and sales growth.

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 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 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 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 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 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.
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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.


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.


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.


This event report outlines how Mondelez International, the food manufacturer, worked with a startup to create a new snack brand.


This short report summarises the results for the food category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.


This article provides an overview of the probiotics market in Asia, where different food cultures require a different strategy from Western countries.


This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the packaged foods market.
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  1. Article

    This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.

  2. Article

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

  3. Article

    This report provides key facts and figures about the global snacks market, analysing the impact of the growing segment of the non-snack food market rebranding itself as snack replacements and creating a shift in the competitive landscape.

  4. Article

    This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.

  5. Article

    This trend report examines the major trends set to shape the global advertising landscape in 2016, covering technology, brand and marketing, food and drink, culture, travel, beauty, retail, health, lifestyle and luxury.

  6. Article

    This article highlights topline trends in young women's approach to fitness and health across the world.

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