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.
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 the #MyFamilyCan initiative to increase brand consideration and sales.
Case Study•
The Communications Council, Bronze, Australian Effie Awards, 2016
The case study shows how SPC, Australia's largest fruit processor and cannery, used its cans to get to the heart of a national debate on food labelling and increase sales.
Case Study•
Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2016
The case study shows how SPC, Australia's largest fruit processor and cannery business, used its cans to be at the heart of a national debate on food labelling and increase sales.
Case Study•
Ilona Janashvili, Emily Gould and Lauren Isaak, WARC Prize for Social Strategy, Shortlisted, 2016
The case study shows how SPC, a 100-year-old brand and Australia's largest fruit processor and cannery business, used its cans to be at the heart of a national debate on food labelling and increase sales.
This case study describes how the Australian tinned fruit brand SPC leveraged labelling to fight a Hepatitis outbreak due to contaminated imports, under the #MyFamilyCan title.
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:
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.
Looks at the competitive environment in packaged food, alongside business strategies and how to compete for consumers' hearts and minds in this sector.
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.
A global outlook on health and wellness packaged food, with information on the leading companies and brands, top five trends shaping the industry and market snapshots.
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