How to make effective food advertising in the COVID-19 era: insights from Ipsos

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.

The Coronavirus pandemic has transformed food marketing as people spend more time eating at home, rediscover forgotten brands, and take up new habits like baking.

But as advertisers scrambled to roll out messaging appropriate for the COVID-19 crisis, the results resembled “a sea of sameness,” suggested Megan Tiedt, a VP in the client organization at research firm Ipsos, and who leads a team focused on creative excellence and brand tracking.

Addressing delegates at the organization’s virtual 2020 Food Industry Summit, she outlined several guidelines for brands in the category based on:

  • meta-analysis of over...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands