How to create a value proposition for food brands during a pandemic and recession

Stephen Whiteside

Research firm Ipsos has built out a way to construct meaningful value propositions at a time of disruption in normal business patterns.

As COVID-19 began to spread, marketers hurriedly released ads that expressed solidarity with consumers.

“There were a lot of companies and brands out there talking about, ‘We're in this together’, ‘We're here for you.’ And that felt good for a while,”...

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