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HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

KP Snacks: Skips

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

Skips, a crisp snack brand, increased sales and distribution in the UK by redesigning its packaging to focus on its nutritional promise and the tongue tingling sensation of eating Skips.

Data, experience curation, social interaction: PepsiCo’s three trends for the next ten years

Article • Stephen Whiteside, Event Reports, Lions Live, June 2021

PepsiCo, the food and beverage manufacturer, is drawing on three core trends as it thinks about the next ten years.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

American Pecans: Super safe pecan debate

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

American Pecans cracked open a good-humoured debate about pronunciation that swept the nation and raised its share of voice in the all-important US holiday season.

How a zombie drove engagement with Pringles

Article • Brian Carruthers, WARC Exclusive, May, 2021

Snack brand Pringles worked with its partner Xbox and game developer Raw Fury to develop a character for a gaming campaign on Twitch.

Cheetos: Mustache

Case Study • MMA Smarties, Gold, EMEA, 2020

Cheetos, a brand of cheese puff snack, launched an interactive mobile video ad to promote its latest moustache-shaped product in Turkey.

Cheetos: Rock Scissors Paw

Case Study • MMA Smarties, Bronze, Turkey, 2020

PepsiCo, a food and beverages company, launched a gamified campaign across a range of channels to promote its latest Cheetos product in Turkey.

PepsiCo: Five lessons on rolling out a complex, multi-year project in a huge organisation

Article • Sam Peña-Taylor, Event Reports, MRS Impact Conference, March 2021

PepsiCo, the global food and beverage giant, implemented an insights automation platform, Ada, over the course of three years, picking up crucial lessons for marketers and researchers tasked with steering vast projects through to completion.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Lay's: 4 Seasons DOOH and Mobile Banners

Rankings • WARC Media 100, 2021

Crisp brand Lay’s increased market share and awareness in Turkey by launching a geo-targeted campaign that encouraged consumers to snack on Lay’s in the park when the temperature hit 25°C.

PepsiCo Inc (Food)

Article • Euromonitor Advertiser Profiles, March 2021

This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Lay's, Doritos and Quakers.

ARF study: Customer loyalty remains robust for large CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, March 2021

A study by the Advertising Research Foundation (ARF), the trade body, found that large brands in the consumer-packaged goods sector have witnessed robust loyalty over time.

Structural factors have greatest influence on ROI

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the significance of long-term and short-term factors in driving return on investment across 11 categories.

Planters: #RIPeanut

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media, 2021

Planters, a food processing company, launched a Super Bowl campaign that killed off its brand mascot, Mr Peanut, and saw the rebirth of a new one, Baby Nut, to create brand buzz.

Cheetos: Unleash the Cheetle – Introducing Cheetos Popcorn

Case Study • SABRE Awards, IN2, North America, Best New Product/Brand Launch, 2021

Cheetos, a brand of cheese puffs, launched its new product, Cheetos Popcorn, during the Super Bowl in the USA and positioned the Cheetos dust as a hack to excuse the consumer from chores.

Lay's: Going the Extra Smile

Case Study • SABRE Awards, IN2, North America, Best in Crowdsourcing & Co-creating, 2021

Lay's, a brand of potato chips, sought to give the USA something to smile about during the COVID-19 pandemic when smiles were hard to come by.

Tostitos: Nacho Average Showdown

Case Study • SABRE Awards, IN2, North America, Best Media Partnership, 2021

Tostitos, a tortilla chip brand, partnered with Guy Fieri and Bill Murray to launch a live virtual nacho-making competition to raise awareness and donations for the Restaurant Employee Relief Fund (RERF) during the COVID-19 pandemic.

Reach and ad quality are key short-term drivers of ROI

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Lay's: Break The Wall

Case Study • Iris Yang, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Snack brand Lay's connected TV and social media to win attention and brand love across China.

Lay's: 4 Seasons Digital OOH

Case Study • MMA Smarties, Gold, X (Global), 2020

Lay’s, a potato snack brand, increased market share and awareness in Turkey by launching a geo-targeted campaign that encouraged consumers to snack on Lay’s in the park when the temperature hit 25°C.

Doritos x Illegal Civ

Case Study • MMA Smarties, Bronze, X (Global), 2020

Doritos, a tortilla chip brand, partnered with UPROXX, an entertainment and pop culture website, to launch a limited-edition streetwear fashion collection to make a statement and strengthen Doritos' brand image.

Cheez-It Snap'd: Cheese Shortage Concern

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Savoury snack brand Cheez-It created a cheese shortage concern across stream-worthy media to promote the launch of its new product in the US.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

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.
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.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
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.
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.
Unilever focuses on e-commerce, brand purpose and market share in new business reality

Article • Anna Hamill, WARC Exclusive, July 2020

Unilever, the fast-moving consumer goods manufacturer, is responding to the on-going challenges posed by COVID-19 through maximising flexibility and focusing on the biggest opportunities.