The reintroduction of a popular character proved a wise move for frozen food brand Birds Eye, as the return of Captain Birdseye helped drive improved brand metrics and reverse a precipitous decline in sales.
Article•
Emily Barley, Event Reports, Festival of Marketing, October 2018
Following changes of ownership and positioning, frozen food brand Birds Eye had seen its sales across drop alarmingly; it needed to do something radically different.
Case Study•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Kraft Heinz, a food processing company, increased sales and successfully launched its new recipe Blue Box Mac and Cheese in the US by creating the biggest blind taste test in history.
Case Study•
Effie Worldwide, Gold, North American Effies, 2018
Tyson Foods, an American multinational corporation, increased sales in the US during the back-to-school period by launching Halloween food for adults that got them to move past just purchasing kids' treats.
Case Study•
Design Business Association, Bronze, 2018
McCain, the frozen food company, successfully branched into chilled potato products in the UK by using design to translate its brand relevance into new areas.
Case Study•
Design Business Association, Gold, 2018
Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.
Article•
Stephen Whiteside, Event Reports, Consumer Electronics Show, January 2018
The Campbell Soup Co., the food company, has seen powerful results through crafting ads that are powered by Watson, IBM's artificial-intelligence (AI) platform.
BEIJING: China remains by far the largest market for instant noodles in the world, but declining sales have led to speculation over whether this trend signals wider changes in Chinese society.
Article•
Robert Passikoff, Admap, December 2017, pp. 30-32
Describes the results of an ad positioning experiment that was carried out and the effect these results could have on a brand's strategy, positioning and advertising.
NEW YORK: The Campbell Soup Co., the food manufacturer, believes that voice-activated technologies such as Amazon Echo present opportunities ranging from increased consumer engagement to driving product replenishment.
Case Study•
Kristin Bell, Katherine Lawler, Natalie Bolden, Linzey Sarreal et al., WARC Media Awards, Bronze, Effective Channel Integration, 2017
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.
Case Study•
MMA Smarties, Silver, Turkey, and Bronze, EMEA, 2017
Knorr, a German food and beverage brand, promoted its special line of soup for Ramadan by creating the 'Knorr Pita Line' on mobile to help reduce queues for the Ramadan pita in Turkey.
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.
Article•
Euromonitor Strategy Briefings, January 2018
Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.
Article•
J. Walter Thompson Intelligence, Research on WARC, December 2017
This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
Article•
Euromonitor Strategy Briefings, September 2017
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.
Article•
Euromonitor Strategy Briefings, August 2017
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.
Article•
Euromonitor Strategy Briefings, August 2017
This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.
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