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The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Kraft: Kraft Now Pay Later

Rankings • WARC Media 100, 2021

Food brand Kraft supported furloughed workers in DC by building a store where consumers could shop without paying and were instead encouraged to pay it forward.

Kraft Heinz Co (Food)

Article • Euromonitor Advertiser Profiles, March 2021

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

General Mills Inc (Food)

Article • Euromonitor Advertiser Profiles, March 2021

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.

Subscription services see rising popularity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of interest in and use of subscription services across 12 markets.

Better For You Packaged Food in the US

Article • Euromonitor Strategy Briefings, January 2021

A category analysis of better for you packaged foods in the US.

Indomie: #Idontmudik

Case Study • MMA Smarties, Silver, Indonesia, 2020

Indomie, an instant noodle brand, launched its #IDontMudik campaign during the Indonesian festival Lebaran to address the fact that many Indonesians were unable to partake in the tradition of 'mudik' (returning to one's hometown) due to COVID-19.

World market for health and wellness packaged food

Article • Euromonitor Strategy Briefings, January 2021

A global outlook on health and wellness packaged food, including leading companies and brands and the top five trends shaping the industry.

JBS: AdapTable Meals 2020 Mobile Advertising Campaign

Case Study • MMA Smarties, Bronze, North America, 2020

JBS Foods, a food processing company, drove awareness for its AdapTable Meals and encouraged visitation in target markets.

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.

Maggi: 2-Minute Life Lessons

Case Study • Jitender Dabas, Bikram Bindra, Pritish Mukherjee, WARC Prize for Asian Strategy, Entrant, 2020

MAGGI, the food brand, turned its product's barrier into its selling point with a campaign targeting millennial mothers in India.

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.

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.
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
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.
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.