Finding 2022’s ‘togetherness’: How food and beverage brands can tackle the cost-of-living crunch

Rebecca Pinn

Food and beverage brands are at the frontline of the cost-of-living crunch.

With the cost-of-living emergency worsening, the pressure is on food and beverages brands to decide the appropriate way to respond. Over the past two years of another crisis – the global pandemic – ‘togetherness’ and ‘community’ emerged as buzz words on every client brief in adland as brands sought to position themselves as empathetic.

What, then, should this year’s smart solutions demonstrating compassion look like?

As COVID-19 and imploding political agendas move further towards the back of our newspapers, the impending cost-of-living crisis is dominating the front pages. Just last week, inflation hit a three-decade high that experts say...

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