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Key reading

House of branding

Fundamentals, innovation and collaboration: Nestlé's three pillars of digital success

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".
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Marketing food: A matter of taste

A series of papers on the challenges facing food marketers in a rapidly changing market.

How Mars used marketing science to grow its brands

Using Ehrenberg's marketing laws, Mars has discovered how both creativity and science can work together.

We are what we eat

Results of a global Nielsen analysis focusing on global body image and healthy eating trends.

Food company profiles

Euromonitor data and analysis on the sector's major companies.




Latest case studies

Kellogg's Australia: Unstoppable

This case study describes how Nutri-Grain, an iconic brand in Australia, was losing sales, becoming irrelevant; new thinking on teens revealed the need to 'fuel an unstoppable life'.

Knorr: #LoveAtFirstTaste

This case study describes how Unilever's packaged food brand Knorr changed its relationship with, and relevance to, Millennials with an online tool that identified the user's "flavour personality"?.

Homecooking with Wedel

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.

Bring home the bacon: How food labels can distinguish themselves in mega-categories

This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.

Latest articles

How food brands can ensure their products launch successfully

This article looks at what brands in the FMCG sector can do to ensure that new products are launched successfully, ensuring the right basis for future innovation.

Rethinking 'one size fits all' social media: Hershey's Philippines 'Happygrams'

This article shows how Hershey Philippines created a mobile-first social media campaign to bring joy to Filipino women.

The new consumerism and its impact on food forms

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

A demonstration of structural choice modelling in a market research context

Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com