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Case Study

This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

News

SYDNEY: Mondelez International is selling off a range of Kraft-owned food brands in Australia, including the iconic Vegemite spread, in order to focus on its snacks and confectionery brands.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Case Study

This case study describes how SPC, the largest fruit processing company in Australia, launched the #MyFamilyCan initiative to increase brand consideration and sales.

Case Study

This case study describes how SPC, the largest fruit processing company in Australia, launched a four-day campaign on social media to turn Australians' brand love to purchases.

Case Study

The case study shows how SPC, Australia's largest fruit processor and cannery, used its cans to get to the heart of a national debate on food labelling and increase sales.

Case Study

The case study shows how SPC, a 100-year-old brand and Australia's largest fruit processor and cannery business, used its cans to be at the heart of a national debate on food labelling and increase sales.

News

SYDNEY: As Instagram breaks six million users in Australia, brands are lagging behind platform "influencers" in engaging local users.

Case Study

This case study explains how social listening and adaptive planning saved SPC, the Australian canned fruit brand.

Case Study

This case study explains how SPC, the largest fruit processor in Australia, built a social media campaign off the back of a single customer tweet, to reverse sales decline.

Case Study

This case study explains how SPC, an Australian processed fruit brand, used a real-time social media strategy to revive its brand and increase sales.

News

SYDNEY: Australia has become the third country after the US and UK where ads will appear in the feeds of Instagram users, the photo-sharing social network has announced.

Case Study

This case study discusses how Victoria Bitter, the Australian beer brand, began to rebuild the brand's image.

News

SYDNEY: First-aid products dominated Australia's annual top ten most trusted brands list for the second consecutive year, according to the latest consumer survey.

Case Study

The annual Australia Day campaign is the centerpiece of Lamb's yearly advertising. In 2011, the Sam Kevovich character had headed the campaign for eight years and was losing cut through and earned media support.

Case Study

This case study for Vita Weat, the Australian cracker brand, shows how it updated its image and persuaded audiences to switch from bread and similar categories.

Case Study

The white bread category was declining in Australia, facing competition from more "premium" breads. To combat this, Tip Top needed to increase its relevance with busy mothers in order to reverse the decline and regain its leadership of the mainstream bread category from its foremost competitor, Wonder White.

News

SYDNEY: The level of trust Australian consumers place in brands has declined by more than 20% over the last two years, a survey has found.

Article

This article highlights how iconic brands in Australia are taking consumer input seriously through crowdsourcing, facilitated by marketers using social media to capture ideas.

Article

This paper provides a forecast of market trends for 2011 and their potential impact on brands. The topics it covers include: search for purpose, design, social media, shopping behaviour, packaging, sustainability, colour direction, the petroleum and energy industries, marketing in the Middle East, food, the globalisation of Asian brands, interactive entertainment and brand management.

Research Paper

Generation Y (aged 15-30) is the most marketing savvy generation ever, much larger than the previous generation X, and with an impact on society that will soon surpass that of the extensively documented Babyboomers.

Article

This paper discusses the changes Kraft has made to some of its brands across the Asia-Pacific region and how it is approaching its brand portfolio as it tries to turn itself into a truly global snacks and confectionery company.

Case Study

This case demonstrates how a period traditionally associated with low lamb consumption was transformed into a ‘must eat’ lamb occasion.

News

SOUTHFIELD, Illinois: Kraft, the US food group, will boost expenditure on advertising and innovation as part of a wide-ranging programme to find its "sweet spot".

Case Study

This campaign describes the repositioning of Philadephia cream cheese as an ingredient rather than a spread, in order to drive brand growth in a stagnant market in which it already commanded an 85% share.