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.
NEW YORK: The suppliers of leading brands of canned tuna have committed to making their products fully traceable and to avoiding illegal fishing methods, a development the UN has described as "a big achievement".
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.
Case Study•
ARF Ogilvy Awards, Gold, Cross-Platform, 2017
This case study describes how Johnsonville Sausage, a Wisconsin-based meat processing company, leveraged its small town background and its authenticity to win over Canadian sausage lovers.
Case Study•
Neil White and Scott Schraufnagel, Admap, January 2017, pp. 24-26
This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.
Research Paper•
Jasha Bowe, Cam Rungie, Richard Lee and Larry Lockshin, International Journal of Market Research, Vol. 58, No. 6, 2016, pp. 859-880
Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.
Case Study•
Raquel Chicourel and William Poskett, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2016
This case study shows how Mattessons, a meat-snacks brand, dramatically increased sales in the UK by repositioning itself towards an untapped consumer group.
Case Study•
Dragons of Asia, Gold and Bronze, 2016
This case study describes how Sealord, a fishing brand in New Zealand, retained the core idea of the little boat from the previous year's marketing effort, and enhanced its imagery with a community-led approach.
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.
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•
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.
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