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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 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.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the packaged foods market.

Case Study

This case study describes the design changes made by Booths, a premium food manufacturer in the UK that simplified its own labelling to encourage a consistent perception of brand quality across all its items.

Case Study

This case study describes how Amazon, the e-commerce retailing giant, used the Super Bowl to advertise its new Amazon Echo product in the United States.

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.

Research Paper

This article presents a US study that identifies six types of grocery shoppers, all of whom have different buying behaviours - and different attitudes to Big Food.

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.

News

NEW YORK: Kraft's Mac & Cheese successfully showed that product relaunches may initially benefit from being low-key in nature, as it deliberately decided to "push against" the hyperbole which usually accompanies such efforts.

Article

This event report outlines how Kraft Mac & Cheese rolled out a new, healthier recipe and avoided alienating loyal consumers in the process.

Article

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

Case Study

This case study describes how takeaway pizza brand Domino's UK re-engineered its communications and channel model to drive sales by treating purchases as not just transactions but meal occasions and communications moments.

Research Paper

This paper explores the application of behavioural economics and neuroscience as tools for enhancing the recruitment of participants to qualitative research studies.