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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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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.

TV ads and McDonald's sales

How the restaurant giant used fast food data to link advertising quality and sales growth.

Food company profiles

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

Latest case studies

SPC: #MyFamilyCan

This case study describes how the Australian tinned fruit brand SPC leveraged labelling to fight a Hepatitis outbreak due to contaminated imports, under the #MyFamilyCan title.

Frylight redesign

This case study describes how Frylight reinvigorated their brand design in order to focus on its core benefits and achieve a better shelf presence.

Crosse and Blackwell: Enjoy the taste of success

This case study details how Crosse & Blackwell, the British tinned soup brand, increased sales in a period of market decline by redesigning the brand to 'own Britishness'.

Nestle Lean Cuisine: #WeighThis

This case study describes how Nestlé's Lean Cuisine used a moving social campaign to connect with American women emotionally and reverse years of sales declines.

Latest articles

Warc 100: The world's best food campaigns and companies 2016

This short report summarises the results for the food category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Targeting doesn't interest Mars marketing chief

This event report details how Mars, the food group, is attempting to reach consumers with impactful marketing messages.

Flying Fearless: How Mondelez’s new client-agency model is driving increased creativity

This article discusses how Mondelez is using a new client-agency approach - Fly Fearless - to drive greater creativity in its marketing.

How can Mondelez improve the Oreo? Getting a taste for customized cookies

This event report outlines how Mondelez International, the snacks group, is exploring product customisation, with a particular focus on its Oreo cookie brand.

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