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Guiding principles: Why marketers need to anchor actions in brand purpose

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.

Sunkist Growers: #MySunkistTable

Case Study • Christine Park, Sunyoung Kim, Becca Joe, Sumin Park, WARC Prize for Asian Strategy, Entrant, 2020

Citrus brand Sunkist created a video-based campaign, backed by an e-commerce sales promotion, to raise brand awareness and consumer preference in Korea.

COVID-19 shifts food trends in Southeast Asia

News • 11 June 2020

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.

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.

US, Fruit & vegetables Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the fruit & vegetables sector in the United States since 2007.

Birds Eye avoids freezing its branding efforts during lockdown

News • 07 April 2020

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.

Driscoll's Rosé Berry limited edition summer launch

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Consumer Media (Earned), 2020

California-based fruit producer Driscoll's built a connection with rosé wine to launch a new blush-coloured strawberry, the Rosé Berry, in the US.

Fyffes: Fit Squad

Case Study • IMC Awards (European), Silver, Small budget campaign, 2019

Fyffes, a fruit and fresh produce company, promoted its Fyffes Fit Squad in Ireland through a new visual identity.

How Avocados from Mexico aims to claim category attributes

News • 28 October 2019

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.

Avocados From Mexico seeks to take ownership of generic category attributes

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.

Five ways that Organic Valley builds natural connections with consumers

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.

Avocados From Mexico seeks to drive product usage

News • 12 August 2019

Avocados From Mexico, the produce company, has made increasing usage of the fruit among existing buyers a core element of its brand strategy.

Why Avocados From Mexico puts all its advertising chips in the Super Bowl

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

Avocados From Mexico, the produce brand, has successfully used a long-term commitment to Super Bowl advertising to build its business.

Why Avocados From Mexico targeted existing customers to build market share

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

Avocados From Mexico, the avocado brand, has targeted existing category buyers as a primary means for driving growth.

Whitworths

Case Study • Design Effectiveness Awards, 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.

Green Giant Sparks National Debate by Naming Broccoli as America’s Favorite Vegetable

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.

Tru-Cape Fruit Marketing: Fruit-Full mobile game

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.

Tenderstem: Veg with Personality

Case Study • James Brittain, IPA (UK), 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.

Superfood label shines on Africa's baobab

News • 01 August 2018

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 Cost

Edgell: Plus 1

Case Study • Iain White, WARC Awards, Entrant, Effective Content Strategy, 2018

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.

Ocean Spray Cranberries Inc (Health and wellness)

Article • Euromonitor Advertiser Profiles, November 2017

This Company Profile from Euromonitor provides key details and analysis of Ocean Spray Cranberries.

Vegetables that rock: How a cultural anthropological approach gave rise to a revolutionary new strategy for BFS Europe

Research Paper • Jeanne Carré and Emmanuelle Cousy, ESOMAR Conference papers, 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.

Patterns of fruit and vegetable buying behaviour in the United States and India

Research Paper • Zachary Anesbury, Luke Greenacre, Amy L Wilson and Ava Huang, Int. Journal of Market Research, Vol. 60, No. 1, 2018, pp. 14-31

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Chiquita Banana: Disney Gamification

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.

SPC Goulburn Valley: #MyFamilyCan – How a humble can empowered millions of Australians

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.

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
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.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
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.