Best Practice
Can You Eat It? Making the Most of Food Advertising
Because of the long-standing importance of food in total adspend, there is a plethora of cases available for study: this article inevitably refers to merely a few of these. By contrast, there are relatively few general articles about food advertising that can be used to provide an overview.
THE CONTEXT
Food is advertised against a changing backdrop of circumstances:
- The developing power of major retailers everywhere (1).
- The associated growth in own label, which increasingly initiates its own new ...