Article
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Brian Carruthers, Event Reports, VRUK, July 2017
This article explores views around the use of virtual reality as an advertising medium.
Case Study
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Dana Al-Kutoubi, WARC Prize for MENA Strategy, Entrant, 2017
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
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Euromonitor Profiles, July 2017
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
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Josy Paul, Rajat Mendhi, Hemant Shringy, Eric Zuncic and David Tiltman, WARC Webinars, July 2017
This webinar replays WARC's session: "Lessons from the world's best campaigns" at the Cannes Lions festival this year.
Article
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Jordan Bitterman, ANA Magazine, Forward, June 2017
This article discusses what is meant by cognitive marketing and how this can be used effectively to inform customer data.
Article
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WARC Best Practice, June 2017
This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
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
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Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2017
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
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Kristin Bell, Natalie Bolden, Emily Klotz et al., Warc Awards, Entrant, Effective Social Strategy, 2017
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
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Jack Colchester, Tom Hargreves, Warc Awards, Shortlisted, Effective Social Strategy, 2017
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
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Reed Karaim, Event Reports, 4A's Transformation, April 2017
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
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Stefan Michel, April 2017
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
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Wendy Gordon, Market Leader, Quarter 2, 2017, pp. 30-33
This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.
Article
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Mélanie Chevalier, Market Leader, Quarter 2, 2017, pp. 56-56
In this article, the author highlights the opportunities for international brands looking to invest in the Russian market.
Article
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Euromonitor Profiles, February 2017
This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the packaged foods market.
Case Study
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Design Business Association, Gold, 2017
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
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Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2017
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
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20 January 2017
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
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Pushpa Gopalan and Elizabeth Knapp, Admap, January 2017, pp. 14-17
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
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Rob Gray, WARC Exclusive, December 2016
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
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02 December 2016
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
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Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2016
This event report outlines how Kraft Mac & Cheese rolled out a new, healthier recipe and avoided alienating loyal consumers in the process.
Article
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Euromonitor Strategy Briefings, November 2016
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
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Mark Holden, WARC Media Awards, Bronze, Effective Channel Integration, 2016
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
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Maya Middlemiss, ESOMAR, Qualitative, November 2016
This paper explores the application of behavioural economics and neuroscience as tools for enhancing the recruitment of participants to qualitative research studies.
