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Kanetetsu Delica Foods: Kanetetsu

Case Study • YouTube Works for Brands, Japan, Breakthrough Advertiser, 2021

Kanetetsu Delica Foods, a fishpaste product manufacturer, raised awareness of its product in Tokyo and the Kanto region of Japan.

True Animal Protein Price Coalition: How Logic Seduced The Dutch To Pay More For Their Meat

Case Study • SABRE Awards, EMEA, Gold, 2021

The True Animal Protein Price Coalition (TAPAC), persuaded people in the Netherlands to pay more for meat by positioning a meat tax as 'paying a fair price'.

Pescanova: Bigotes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Pescanova, a fishing company, taught consumers in Spain how to recognise the freshest prawns with a campaign that centred on former footballer Vicente del Bosque�s iconic moustache.

Whitby Seafoods: Branding

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Gold, 2021

Whitby Seafoods, a seafood manufacturer, relaunched with new packaging to increase sales in the UK, moving from plastic trays to renewable and recycled carboard and featuring visual iconography from the seaside.

San Miguel Foods Inc.: When a brand rebuilds a nation

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Magnolia Chicken, a fresh chicken brand, launched a campaign in the Philippines to support Filipinos during the Covid-19 pandemic and facilitate access to its products.

Conscious consumption's impact on food and nutrition

Article • Euromonitor Strategy Briefings, March 2021

Provides a conscious consumption scope, including impact on ethical claims and company strategies.

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 Awards 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 (Curated), May 2020

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 Awards 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.

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.

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.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

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.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.
How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Case Study • Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2020

Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.