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Article

This Company Profile from Euromonitor provides key details and analysis of Royal FrieslandCampina NV, a Dutch packaged foods company with a strong focus on baby food and dairy.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

News

LONDON: Polyseam, a UK manufacturer of own-label sealants and adhesives, and design agency The Engine Room have won the Grand Prix at the DBA Design Effectiveness Awards.

Case Study

This case study explores how Arla's skyr, a new yoghurt brand to the UK, broke into this competitive category with a design that contrasted with the cluttered market, cutting through the noise.

Article

This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.

Case Study

This case study describes how Anchor, a brand of dairy products, drove penetration of its butter and raised awareness of the product in the United Kingdom.

Article

This report provides key facts and figures about the global snacks market, analysing the impact of the growing segment of the non-snack food market rebranding itself as snack replacements and creating a shift in the competitive landscape.

Article

This event report covers a master-class on creativity from Dave Trott, suggesting that creativity is a synonym of out-thinking the competition, looking for ideas elsewhere, and never losing sight of real people.

Case Study

This case study explains how Unilever, the owner of Europe's biggest margarine brands, released Rama With Butter, a spreadable butter brand, to compete with its European rivals and avoid further declines in revenue and brand supremacy.

Article

This Company Profile from Euromonitor provides key details and analysis of Arla Foods Amba, the owner of brands such as Lurpak and Castello.

Article

This article looks at optimising macro budget allocation between brands and markets and advises adding 'market attractiveness' factors to econometric models.

Article

This Company Profile from Euromonitor is the second part of three, providing key details and analysis of Nestlé SA in the baby food and dairy sector.

Article

This Company Profile from Euromonitor provides key details and analysis of Kerry Group (Ingredients & Flavours).

Case Study

This article explains how Lurpak, the butter brand, developed a global brand positioning that was effective in a range of countries at different stages of market growth.

Article

This event report looks at how retailers and brands are successfully co-operating in-store, with strategies including redesigned layouts and co-branded communications that are working to their mutual benefit.

Case Study

This case study reveals how dairy brand Anchor communicated the benefits of its Anchor Rewards Club in the UK in order to drive brand loyalty and increase its member base.

News

CANNES: 'Guilt Trips', a campaign from McCann Melbourne for V/Line, a regional Australian train service, has won the Grand Prix at the 2014 Cannes Creative Effectiveness Lions.

Case Study

This case study describes how Lurpak, the butter brand, created a global brand positioning based on a universal food truth around the joy of cooking for food lovers.

Article

This event report covers a Thinkbox analysis of five different forms of advertising, concluding that TV advertising has become more effective in recent years.

Case Study

This case study describes the UK launch campaign of Lurpak Lightest Spreadable, a low-fat spread containing butter, which sought to steal share from competitors and minimise cannibalisation from other offerings in the Lurpak range.

Case Study

Anchor carries strong nostalgia value amongst the butter category in the UK. However, a busy marketplace with little category growth and competitor price promotions saw Anchor's sales decline to third place in 2010 after three decades as the UK's market leader.

Case Study

Anchor Squirty Cream addressed falling sales through a small budget campaign which created a sense of scale and excitement.

Case Study

Cravendale, the premium filtered milk brand, enjoyed a small but significant 5% share of the UK milk market.

Article

This briefing offers an overview of the history, theories and key trends related to Mobile. It sketches the progress of mobile marketing from simple SMS to more sophisticated video and location-based campaigns for mobile devices.

Case Study

Arla wanted to extend LURPAK's campaign online, allowing a new younger and less experienced audience to discover, be inspired by, and plan for, a proper breakfast - using LURPAK.The campaign targeted them via rich media banners on key email sites Yahoo, MSN and Hotmail, served up on Thursday and Fridays to drive anticipation of Saturday breakfast.As a result, site visits increased by 702% year on year.