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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, 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.

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.

Campofrío: Delicious Calm

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

The world's best food campaigns and companies 2018

Rankings • Rankings Articles, May 2018

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

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.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
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.
Denny: Fighting commoditisation with differentiation

Case Study • IAPI ADFX Awards, Bronze, AdFx Awards, 2012, pp. 0-0

Denny, a grocery brand in the Irish Republic owned by Kerry Foods, was faced with falling sales in the sliced meats market as Irish consumers turned to cheaper alternatives.
Chobani: #PlainInspiring

Case Study • Maria Gioffre, WARC Prize for Social Strategy, Silver and Special Award for Analytics, 2015

This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.