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 case study explains how banana company Chiquita used its partnership with Universal Pictures, the movie company, to differentiate its brand with 'Minions' themed content.
Case Study•
Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2015
This case study describes how French food retailer Intermarche set out to combat food waste in the fruit and vegetable aisle in 2014, the European year of food waste.
Case Study•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015
This case study describes how Australia's largest, but ailing, fruit processor SPC Ardmona achieved a turnaround in its fortunes based on one individual's tweet about making Sunday an #SPCSunday.
Case Study•
Effie Worldwide, Positive Change, Gold, 2015
This case study demonstrates how Intermarché, the third largest supermarket chain in France, rehabilitated the non-calibrated and imperfect fruits and vegetables to increase sales.
Case Study•
Effie Worldwide, Finalist, North America Effies, 2015
This case study describes the launch of a new mandarin orange brand - Wonderful Halos, owned by Paramount Citrus - which used a 'good for everyone' message to attract mothers in the US.
Case Study•
Ilona Janashvili & Alexandra Carroll, WARC Prize for Social Strategy, Silver, 2015
This case study explains how SPC, the largest fruit processor in Australia, built a social media campaign off the back of a single customer tweet, to reverse sales decline.
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.
Article•
Euromonitor Strategy Briefings, November 2016
This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.
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