Consumers’ initial concerns around COVID-19 in Southeast Asia may have been focused around personal hygiene, but they’re now taking their general health much more seriously – beginning with the food they eat, according to research.
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.
With media already bought for this month, frozen food brand Birds Eye has chosen to create a new and relevant campaign in just 18 days rather than going dark during the current coronavirus outbreak.
Avocados from Mexico does what it says on the tin – following a brand building campaign that has seen it become the US market leader, the company now intends to lay claim to a wide slate of strong associations that consumers have with the category.
Article•
Stephen Whiteside, Event Reports, Association of National Advertisers' 2019 Masters of Marketing Conference, October 2019
Avocados From Mexico, a produce brand, believes it can successfully lay claim to broad features of its category where its brand has no natural advantages over rival products.
Article•
Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
Organic Valley, a cooperative food brand, has sought to build authentic connections with consumers in a way that mirrors the natural qualities of its products.
Case Study•
Design Business Association, Silver, 2019
Whitworths, a dried fruit, home baking and snack products company, increased sales in the UK by redesigning its packaging with nature and bright colours to promote it as a healthy snack brand.
Case Study•
SABRE Awards, North America, Food, Gold, 2019
Green Giant, a brand of frozen and canned vegetables, increased awareness of its brand’s product range in the US by revealing the results of a survey into the nation’s favourite vegetable through a news-style press release.
Case Study•
MMA Smarties, Finalist, South Africa, 2018
Tru-Cape, a fruit exporter, created a mobile game aimed at educating consumers in South Africa about the fruit production process from planting to in-store purchase, in a fun and engaging way.
Case Study•
James Brittain, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018
Tenderstem, a branded hybrid of Chinese kale and broccoli, increased sales of its speciality vegetable by creating ads featuring a playful Tenderstem character who addressed the barriers of cooking.
MANGOULE: Senegal’s baobab sellers are reaping the rewards of the continent’s most iconic fruit becoming a “superfood” to European and American audiences, as major international brands, including the Coca-Cola Company and ...
Edgell, a canned vegetable brand, used a content-led strategy to fight off competition from own labels and boost sales and engagement levels in Australia.
Research Paper•
Jeanne Carré and Emmanuelle Cousy, ESOMAR, Global Qualitative, November 2017
BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.
Case Study•
MMA Smarties, Finalist, North America, 2017
Chiquita, a Swiss banana producer, collaborated with Disney to reach parents and children across the US through a mobile campaign, which advertised in mobile gaming apps.
Case Study•
Jason Williams, Blair Kimber, Callum Fitzhardinge, Tim Shelley et al., WARC Awards, Gold, Best Use of Brand Purpose, 2017
This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.
This case study explains how banana producer Chiquita Bananas increased sales and market share in Japan with art on bananas featured in a TV ad and social media campaign.
Case Study•
Ilona Janashvili, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2016
This case study describes how SPC, the largest fruit processing company in Australia, launched a four-day campaign on social media to turn Australians' brand love to purchases.
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.
This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
This report summarises the latest research from WARC's Data platform, with a focus on new net advertising investment data by product category, which are exclusive to WARC Data clients from 1st October. Key findings include:
Discover how five macro trends – digital detox, healthification, discovery and connoisseurship, personalisation and customisation, and premiumisation and indulgence – can be used as inspiration for innovation.
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.
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