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Retention is back on the menu at Birds Eye

Opinion • Brian Carruthers, November 2020

A surge of consumers returned to the frozen foods category during lockdown. Steve Axe of Nomad Foods says customer retention is more important right now than customer acquisition.

Outside the box: How we served up success for Gousto

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Gousto, a meal delivery brand, achieved stratospheric business growth by using influencer Joe Wicks to lead a range of challenges trying out various Gousto recipes live on the radio in the UK.

The return of the Captain: How reinventing an icon grew Birds Eye Fish Fingers

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Birds Eye, a frozen food brand, returned to growth in the UK by reimagining its iconic Captain figure for today’s consumers to increase brand relevance and salience.

Kraft Heinz adapts for the ‘next normal’

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article examines the how the food business Kraft Heinz reacted to the pandemic and what it sees as important long-term trends.

The Campbell Soup Co.’s recipe for meaningful brand purpose

News • 01 September 2020

The Campbell Soup Co.

Indomie: The Empty Plate That Keeps On Giving

Case Study • Indra Permadi, Isobel Dela Torre, Lucy Suganda, WARC Prize for Asian Strategy, Entrant, 2020

Instant noodle brand Indomie increased Ramadan sales through packaging innovation and social partnerships in Indonesia.

Campbell Soup Co.’s CEO: Brands can help drive social change

Article • Geoffrey Precourt, WARC Exclusive, September 2020

The Campbell Soup Co, the food manufacturer, is seeking to embody values such as authenticity and transparency as it responds to the imperative push for social change.

Birds Eye: Making vampires 'a bit more veggie'

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

Birds Eye, a frozen foods brand, increased return on investment in the UK by creating a series of ads featuring a new modern Captain.

Campbell’s Soup seeks out impulse purchases for e-commerce

News • 15 June 2020

The Campbell Soup Company, the food and snacks manufacturer, is seeking to understand how consumers can be encouraged to make impulse purchases in the e-commerce space.

How the Campbell Soup Co. is adapting to the demands of e-commerce

Article • Stephen Whiteside, WARC Exclusive, June 2020

The Campbell Soup Co., the packaged food company, is ramping up its focus on e-commerce in response to growing consumer demand and projected long-term growth.

Honest Crust: Where eating good is doing good

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2020

Samworth Brothers, a food manufacturing company, rebranded its Deli Bites brand to Honest Crust to reach increasingly health-conscious and environmentalist consumers in the UK.

Birds Eye evolves its messaging

News • 26 May 2020

Frozen food brand Birds Eye is working on a “comeback plan” for more normal times, including reviewing the brand’s messaging and media mix through the lens of how consumers are reacting to more challenging economic circumstances.

Nestlé ventures into plant-based food in China

News • 24 May 2020

Nestlé, the Swiss food and drinks giant which has been operating in China for more than 30 years, is undeterred by the economic upheaval caused by COVID-19 and intends to expand its presence in some key consumer segments.

How Birds Eye pivoted its marketing during COVID-19 without going dark

Article • Anna Hamill, WARC Exclusive, May 2020

Birds Eye, one of the UK’s best-known frozen food brands, found itself trying to catch up with booming demand during COVID-19, which required a rethink of its marketing plan.

Mamee Monster: The Return of an Icon

Case Study • Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mamee Monster the snack noodle brand targeted a new audience of millennials with a FOMO-inducing eating challenge in Malaysia.

Master Kong Express Noodle: The Makeover of the Four Immortals

Case Study • Jenny Hanghal, Cathy Sun, WARC Awards, Bronze, Effective Innovation, 2020

Instant noodle brand Master Kong Express updated its brand image, protected market share and grew sales in China during Chinese New Year.

General Mills Inc (Food)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of General Mills, Inc, the owner of brands such as Green Giant, Häagen-Dazs, Betty Crocker, Cheerios and Yoplait.

Travel sector most-exposed to COVID-19 worsening in China

Data • Rob Clapp, WARC Data Points, March 2020

An overview of the potential impact of the novel coronavirus (COVID-19) on consumer product verticals and consumer activities in China.

Kraft Heinz Co (Food)

Article • Euromonitor Advertiser Profiles, February 2020

This Company Profile from Euromonitor provides key details and analysis of Kraft Heinz Co.

Germany’s Delivery Hero expands into Asia

News • 16 December 2019

Germany’s Delivery Hero, one of the biggest food delivery firms in Europe, has taken a major step into the highly competitive Southeast Asian market by agreeing to buy Woowa Brothers, the owner of South Korea’s most popular food delivery app.

Dr. Oetker: Take the Mayhem out of Mealtimes

Case Study • IMC Awards (European), Bronze, Integrated Communication, 2019

Chicago Town, a frozen pizza brand, promoted its new Pizza Kitchen brand in the UK by creating pack promotions and a radio campaign that took the stress out of mealtimes during the back to school period.

World market for health and wellness packaged food

Article • Euromonitor Strategy Briefings, November 2019

Analyses the health and wellness (HW) packaged food industry, including a global outlook and leading companies and brands in the category.

Why traditional media still matters: Birds Eye Marketing Director, Steve Challouma

Opinion • Anna Hamill, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here . In this exclusive interview for WARC’s annual Marketer’s Toolkit release, Steve Challouma – Marketing Director at Bird’s Eye, a leading British food company – speaks to WARC’s Anna Hamill about the continuing power of traditional media, the difference between purpose and CSR, and effective ROI measurement.

Nutella: Brand Love Promo

Case Study • MMA Smarties, Bronze, X (Global), 2019

Nutella, the chocolate spread brand, increased brand engagement in Turkey by launching an in-app promotional campaign that gifted users with prizes as they collected different codes printed on Nutella Jars.

Pillsbury Refrigerated Dough: Made at Home

Case Study • ARF Ogilvy Awards (US), Gold, 2019

Pillsbury, a food and grain producer, created brand love through a video campaign in the US, which shared the belief that what matters most is made at home.

Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.