Research Paper•
Mohamed M. Mostafa, International 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.
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.
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.
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.
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.
Case Study•
Jay Chiat Strategic Excellence 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.
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.
Case Study•
The Communications Council, 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.
Case Study•
Melissa Schoenke, Duke Borgerding, Charlie LeCrone, WARC Awards, Shortlisted, Effective Innovation, 2018
Sausage company Johnsonville used a dynamic, creative campaign focused on weather-triggered media to encourage early-season consumption of its Fresh Bratwurst.
Case Study•
Institute of Communication Agencies, Bronze, CASSIES, 2018
Making its advertising all natural just like its product helped Greenfield Natural Meat Co., the Canadian sustainable meat brand, increase sales and distribution.
Case Study•
Melissa Schoenke, Douglas Stokes, Duke Borgerding and Charlie LeCrone, WARC Media Awards, Bronze, Effective Use of Tech, 2017
Johnsonville Sausage Company, famous for its bratwurst grilling sausage, increased sales in the US Midwest with a weather-triggered programmatic ad campaign which ran outside of the usual grilling season.
Case Study•
Fabio Buresti, Michael Hogg and Jamie Clift, The Communications Council, Silver, Australian Effie Awards, 2017
This case study shows how Meat and Livestock Australia 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.
Case Study•
Fabio Buresti, Michael Hogg and Jamie Clift, The Communications Council, Silver, Australian Effie Awards, 2017
This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.
Case Study•
YouTube Works for Brands, Grand Prix and Best Cultural Impact, 2017
Mattessons, a savoury snack brand, partnered with YouTube in 2013 to turn around an unknown and unloved brand by harnessing the potency of one of YouTube's biggest communities: gamers.
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.
Article•
J Walter Thompson Intelligence, Research on WARC, December, 2018
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.
Article•
Euromonitor Strategy Briefings, August 2018
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.
Case Study•
Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018
Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.
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.
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