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Case Study

Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.

Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Case Study

Food brand Fiesta used a multichannel campaign to promote its P59 Spaghettipid pack to maintain its market-leading position in the pasta and sauce market in the Philippines.

Case Study

Fast-food brand KFC used a multichannel approach to relaunch its Variety Bucket as the Friendship Bucket to appeal to millennials in India.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

Research Paper

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

News

JOHANNESBURG: As new figures indicate that poverty levels in South Africa have been increasing and the economy has fallen into recession, shopping habits are changing accordingly.

Article

This event report addresses how Tyson Foods is using new technologies to spur innovation, control costs and speed the activation of insights.

Article

This article explores views around the use of virtual reality as an advertising medium.

Case Study

This case study describes how pizza brand Domino's used social media and in-store marketing to launch its Do-minis variant to put pizza onto Iftar tables during Ramadan in Saudi Arabia.

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.

Article

This webinar replays WARC's session: "Lessons from the world's best campaigns" at the Cannes Lions festival this year.

Article

This article discusses what is meant by cognitive marketing and how this can be used effectively to inform customer data.

Article

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Case Study

This case study shows how Doritos, a snack brand, increased sales and brand awareness by partnering with a support organisation for LGBT youth in the US and releasing a Gay Pride themed product.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study explains how The Hershey Company, a confectionery brand, inspired Dollar General's shoppers to buy Hershey for Easter using the 'Build a Better Basket At Dollar General' campaign in the US.

Case Study

This case study looks at how Friendship Dairies, a cottage cheese brand, developed and led the multi-partner, cross-category, 'Mix-in-Matchmaker' programme in the US to encourage healthy shoppers to discover new ways of combining cottage cheese with other healthy foods.

Case Study

This case study shows how Hormel Gatherings, a party snacks food brand, found its audience in the US by using social media's targeting tools to refine its message.

Case Study

This case study shows how KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Article

This event report looks at how Toyota, the automaker, used Twitter to engage consumers during the Daytona 500, the biggest event on the NASCAR racing calendar.

Opinion

As more and more companies divest from Google following the appearance of ads alongside inappropriate content, Stefan Michel of IMD Business School argues for a subtler reading of the story.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

In this article, the author highlights the opportunities for international brands looking to invest in the Russian market.