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UK sales of meat and alcohol surged during pandemic

News • 18 December 2020

The extent to which grocery spending habits in the UK have shifted because of the impact of COVID-19 is revealed in new data from Nielsen for The Grocer’s annual Top Products survey.

Sabroso: Winning Ramadan 2019

Case Study • Azeem Arsalan, Fatima Hyder, Rubab Rizvi, WARC Prize for Asian Strategy, Entrant, 2020

Poultry brand Sabroso used a data-led TV and digital campaign, targeted by day-part, to launch its home-delivery service and increase sales during Ramadan in Pakistan.

ICYMI

News • 09 August 2020

Five things you might have missed from last week, including TikTok, Vivo, Beyond Meat and Uber.

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, Meat, poultry & fish Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the meat, poultry & fish sector in the United States since 2007.

Hiroshima Oyster: Oyster Kanji Dictation

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2019

Hiroshima Oyster, an oyster producer, increased consumption of oysters among Japanese consumers by launching a local language dictation workbook for schools around the topic of oysters.

Richmond: Harnessing social proof to win the love of a nation

Case Study • APG (UK), Entrant, 2019

Richmond, a sausage brand, reversed sales decline in the UK by launching a celebrity-led campaign, The Nation's Favourite, through a film that brought together local heroes with admired celebrities.

Big meat eyes plant-based category dominance

News • 15 October 2019

In a sure sign that plant-based meat has gone mainstream, a new group of ‘meatless meat’ producers have entered the market – the very meat producers and giant food conglomerates the new plant-based products were designed to disrupt.

SPAM: Recipeoke

Case Study • Cristina Buenaventura, Natalie Sumpaico, WARC Prize for Asian Strategy, Entrant, 2019

Canned meat brand SPAM brought together recipes and karaoke to fuel brand love and improve brand image attributes in The Philippines.

The Honey Baked Ham Company: Attracting modern hosts to a classic holiday brand

Case Study • Effies (North America), Bronze, North American Effies, 2019

The Honey Baked Ham Company, a food company, increased awareness among US audiences by creating a TV spot that showed the effortless perfection of a Honey Baked Ham.

Jimmy Dean, Wright Brand Bacon, Sara Lee Frozen Foods: Made with Love multi-brand platform

Case Study • Effies (North America), Finalist, North American Effies, 2019

Tyson Foods, a food company, increased sales of Made with Love products in the US by creating stress-free meal hacks to help consumers plan for meal times all year long.

Clustering halal food consumers: A Twitter sentiment analysis

Research Paper • Mohamed M. Mostafa, Int. Journal of Market Research, Vol. 61, No. 3, 2019, pp. 320-337

The exponential growth of user-generated social media content raises the possibility of using opinion mining techniques in tracking and monitoring consumers' preferences.

Aidells, Ball Park, Hillshire Farm, Sara Lee, State Fair, Tyson, Wright Brand Bacon: Master Your Summer

Case Study • Effies (North America), Bronze, North American Effies, 2019

Tyson Foods, a food company, created specific usage occasions for its products during summer in the US to expand its categories and grow consumption.

The world's best food campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which food campaigns, along with the agencies that have worked on food campaigns, have performed best over the past year.

Western plant-based brands target Asia

News • 15 April 2019

Meat consumption is rising across Asia but consumers in the region still get twice as much protein from plants as animals and new Western plant-based brands are moving in on this territory.

Targeting Asia’s vegetarians with food innovation

Article • Low Lai Chow , Event Reports, Disruption in Food and Sustainability Summit, March 2019

Can plant-based food innovations take off in Asia where meat consumption is still increasing?

Meat & Livestock Australia: Lamb: Celebrate Australia

Rankings • WARC Effective 100, 2019

Meat & Livestock Australia, the red meat and livestock public authority, united the Australian people by using the brand Lamb to promote harmony on Australia Day.

Teaching Chefs to Go Whole Hog for Prosciutto di Parma

Case Study • SABRE Awards, Corporate/B2b, In2, 2019

Consorzio del Prosciutto di Parma, a manufacturer, launched a site to educate US chefs on the qualities of Prosciutto di Parma (PDP).

Kraft Heinz taps power of 'actvertising'

News • 03 January 2019

Kraft Heinz, the food company, is tapping into the power of “actvertising” to supplement its messaging with tangible actions that can build its brands in meaningful ways.

Kraft Heinz supplements advertising with “actvertising”

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Kraft Heinz, the consumer packaged goods giant, is using an approach called “actvertising” to build on the impact of its advertising.

How Navidul built a relationship with Spanish jamón shoppers

Article • Sam Peña-Taylor, Event Reports, Shopper Insights & Retail Activation Conference, October 2018

Jamón is hugely popular in Spain but the market is fragmented; Navidul is one of the few major players in dried ham, claiming 92% brand awareness, thanks to its understanding of purchase behaviour.

Campofrío: Amodio

Case Study • Euro Effies (pan-European), Finalist, 2018

Campofrío, a Spanish multinational food company, launched an online film and website to promote its brand across Spain during the Christmas period.

Meat & Livestock Australia: Celebrate Australia

Case Study • Jay Chiat Awards, Shortlist, National Strategy, 2018

Meat and Livestock Australia, a public authority providing research for the Australian red meat and livestock industry, overcame the challenge of a divisive Australia Day by using the brand Lamb, which represents unity, to make Australia Day a celebration for all Australians.

Tyson Game Day

Case Study • MMA Smarties, Bronze, North America, 2018

Tyson, a food company, partnered with Twitch to increase household penetration and unit sales for Any'tizers and Crispy Strip products during key sport time periods.

Meat & Livestock Australia: How bringing people together delivered record profits for Lamb

Case Study • Effies (Australia), Gold, Australian Effie Awards, 2018

Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.

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.
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
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.
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.
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.