Food

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What's working in sauces, seasoning and condiments campaigns

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

Marmite: Gene Project

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.

Blue Dragon

Case Study • Design Business Association, Silver, 2019

Blue Dragon, an Asian food products company, redesigned its packaging to reflect a visual journey to the heart of East Asia through the use of bold, bright colours to attract UK consumers.

World of Zing

Case Study • Design Business Association, Silver, 2019

World of Zing, a food and drink start-up, increased brand awareness across the UK by launching a redesign of its packaging that used live prints of the products as inspiration.

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.

Knorr: Search-Inspired Superfood Recipes

Case Study • James Wong, Christopher Lui, WARC Awards, Entrant, Effective Content Strategy, 2019

Knorr, the food seasonings brand, used video content to connect with consumers in Hong Kong and sustain its share of a competitive market.

Knorr: Masterchef

Case Study • Valentina Carracedo, Daniela Maspole, Agustina García, WARC Awards, Entrant, Effective Content Strategy, 2019

Cooking solution brand Knorr used an innovative partnership approach in Uruguay to increase awareness and boost trial of its new products.

Amaize: Treat Yourself

Case Study • Saracen PHD, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Amaize, a premium maize product, used TV ads and social media to increase sales in Kenya.

Aashirvaad: Taking fake news head on

Case Study • Bharati Joshi, WARC Awards, Entrant, Effective Social Strategy, 2019

An innovative multi-channel campaign allowed staple-food brand Aashirvaad to tackle a fake news situation head on, channelise it into brand growth and increase penetration in the Indian market.

Knorr: Nature's Tastiest Experiment

Case Study • Paloma Ho, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Knorr, the leading food and beverage brand, grew sales of its corn soup in Taiwan by creating an educational and interactive corn-planting experience, Nature's Tastiest Experiment.

Puck: Save the Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Gold, Effective Social Strategy, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Knorr: Superstition

Case Study • Godwin See, WARC Awards, Entrant, Effective Social Strategy, 2019

Food brand Knorr used a TV roadblock, social media and programmatic strategy to improve brand metrics and push its healthy food message to mothers and millennials in the Philippines.

Knorr: Recipe Pal

Case Study • Godwin See, WARC Awards, Entrant, Effective Innovation, 2019

Food brand Knorr created a chatbot to increase purchase intent and encourage home-cooking to take on food delivery apps in the Philippines.

Heinz Tomato Ketchup: The Taste That Grabs You

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Video, 2018

Heinz, an American food company, promoted its tomato ketchup in India by launching a unique set of pre-roll ads on YouTube that encouraged viewers to skip the ads to leave the protagonist to eat.

Marmite: Spoiler-Mite – The Game of Thrones Spoiler Blocker From Marmite

Rankings • WARC Media 100, 2019

Marmite, the food brand, set out to appeal to TV show lovers by creating a ‘spoiler blocker’.

Marmite: The Gene Project

Rankings • WARC Creative 100, 2019

Marmite, the Unilever-owned food spread, launched a PR-heavy campaign in the UK that played on its "You either love it or hate it" message in a fresh way.

Sagawa Shoyu: The Soy Sauce Posters

Rankings • WARC Creative 100, 2019

Sagawa Shoyu, a soy sauce producer, proved the quality and beauty of its soy sauce products through a print campaign in Japan.

Heinz: Mayochup

Case Study • SABRE Awards, Best Use of Social Networks, In2, 2019

Heinz, a food-processing company, increased awareness of its new mayo product by asking consumers on Twitter if they wanted its Dubai-exclusive Mayochup product to launch in the US.

Unilever Group (Packaged Food)

Article • Euromonitor Profiles, February 2019

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Magnum, Knorr, Flora and Kellogg's.

Marmite: TasteFace

Case Study • Jack Trew, WARC Media Awards, Silver, Effective Use of Tech, 2018

Marmite, the food brand, used facial recognition in a web app to increase product trial in the UK.

Kecap ABC: Putting mothers first with first press

Case Study • Dhiren Amin, Rahul Chawra, Dilip Garga, WARC Prize for Asian Strategy, Entrant, 2018

Soy sauce brand Kecap ABC put mothers first in an integrated campaign that turned around several years of sales and share decline in Indonesia.

Tata Salt: Har Pal Ujjwal – Every Moment Illuminated

Case Study • Ramesh Bhaskaran, Minal Nayak, WARC Prize for Asian Strategy, Entrant, 2018

Salt brand Tata Salt appealed to communities in the rural state of Bihar in India with an experiential installation at the Chhath Puja pilgrimage site.

Dabur Honey: Gaining weight by helping consumers lose some

Case Study • Ekta Relan, Srishti Jain Khandelwal, WARC Prize for Asian Strategy, Entrant, 2018

Dabur Honey created a multimedia campaign to grow its brand by increasing consumption in an ancient category and making it relevant to modern Indians.

Kissan Ketchup: Kissan Tiffin Timetable

Case Study • Brajesh Dwivedi, Ruchir Bajoria, WARC Prize for Asian Strategy, Entrant, 2018

Dressings and spreads brand Kissan created an online recipe repository to raise awareness and drive category growth in India.

Reem Ka Steam: Penetrating the branded rice industry of Pakistan

Case Study • Nida Aslam Khan, Jami Moiz, Qashif Effendi, WARC Prize for Asian Strategy, Entrant, 2018

Rice brand Reem Ka Steam used digital and social media to launch its products into the local consumer market in Pakistan.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2019

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.
Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
The Future 100: Trends and change to watch in 2019

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.
The world market for health and wellness packaged food

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.
Cheetos Museum

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.
The Future 100: Trends and change to watch in 2018

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.