Retail

688 results found

Sort by

News • 14 November 2018

Denny’s, the quick-service restaurant chain, took an unusual path to finding its purpose, but has been able to powerfully leverage this guiding principle for its brand.

KFC: The Power of Data

Case Study • Sonia John, Nadim Karam, Mariam Kiwan, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Quick-service restaurant brand KFC used data-driven insights to activate a tailor-made marketing strategy for each market across the MENA region in a bid to increase sales.

IHOP: A data-fueled solution that rises to the occasion

Case Study • Natalie Pidding, WARC Media Awards, Shortlisted, Best Use of Data, 2018

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

Pizza Hut gets a taste for digital testing

News • 12 November 2018

Pizza Hut, the quick-service restaurant chain, is using digital testing to ensure that changes to its online hub make the right impression on consumers from a behavioral and attitudinal perspective alike.

Denny’s flips the marketing textbook to find its purpose

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

KFC: Olé Olé Hour

Case Study • Phoenix Tang, Chan Su Ling, Galen Lau, WARC Prize for Asian Strategy, Entrant, 2018

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

KFC: Golden Prawn System (GPS)

Case Study • Phoenix Tang, Chan Su Ling, Galen Lau, WARC Prize for Asian Strategy, Entrant, 2018

Family-centric quick-service food brand KFC used a multi-media campaign to launch a new product variant and increase family footfall in Malaysia.

McDonald's: Shia is everywhere

Case Study • Paloma Ho, WARC Prize for Asian Strategy, Entrant, 2018

Fast-food outlet McDonald’s used an influencer-led social media campaign to launch and drive sales of a limited-edition shrimp burger in Taiwan.

McDonald's Singapore: Nasi Lemak Burger – Just for you, Singapore!

Case Study • Jae Buenafe, WARC Prize for Asian Strategy, Entrant, 2018

Quick-service food brand McDonald's used a multi-media campaign to create buzz around the launch of its new Nasi Lemak Burger in Singapore and encourage purchase.

McDonald's: Taste of Italy

Case Study • Aditya Yudha Putra Pratama, WARC Prize for Asian Strategy, Entrant, 2018

Quick-service brand McDonald's used a multi-channel campaign in Indonesia to create awareness of its new menus and increase footfall to its restaurants.

The relative effectiveness of endorsers: The identity badge of CEOs and founders versus the attractiveness of celebrities

Article • Arpita Agnihotri and Saurabh Bhattacharya, Journal of Advertising Research, Digital First, October 2018

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

Burger King's recipe for cutting edge marketing

News • 24 October 2018

Marketers should embrace risk, fear and uncertainty if they want to generate work that truly cuts through with consumers, according to Fernando Machado, global chief marketing officer at Burger King, the restaurant chain.

McNext: McDonald’s Canada adopts a fusion approach to menu innovation

Research Paper • Michaela Charette and Michael Edwards, ESOMAR, Congress, 2018

McDonald’s, the US fast food company, operates 1,400 restaurants across Canada and decided to rethink its “menu innovation process” to stay relevant and on-trend in the country.

How fear and flames boosted Burger King’s brand

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018

Burger King, the quick-service restaurant chain, has achieved an outsized impact in its category by focusing on true marketing differentiation.

Wendy's recipe for success on Twitter

News • 22 October 2018

Wendy’s, the restaurant chain, has successfully leveraged the engagement potential of Twitter, the social messaging network, to serve as a “gamechanger” for its brand.

IPA: Starbucks and Tesco show how social media can increase revenue

Opinion • Sam Peña-Taylor, October 2018

Social media has been a part of media plans for a long time, but accurately measuring how it affects not only the overall communications effectiveness but the bottom line has proved extremely difficult.

Pizza Hut’s deep digital tests create new recipes for success

Article • Stephen Whiteside, Event Reports, TMRE 2018, October 2018

Pizza Hut, the quick-service restaurant chain, is using digital testing to make sure the new online tools and features it develops serve both consumers and its business.

Wendy’s takes to Twitter to taunt McDonald’s

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018

Wendy’s, the quick-service restaurant (QSR) chain, has deployed Twitter, the social network, as a powerful tool for building consumer engagement.

Domino’s Pizza: RD Fluye, a citizen movement to improve road mobility and safety, powered by Domino's

Case Study • SABRE Awards, Gold, LATAM, Caribbean, 2018

Domino's, a pizza restaurant chain, created an online platform to promote responsible driving in the Dominican Republic.

Burger King eyes expansion in Africa

News • 11 October 2018

Burger King, the world’s second-biggest burger chain, is set to launch a string of restaurants in sub-Saharan Africa, including Nigeria, according to a senior executive.

Disrupting with innovation – learnings from Visa and Just Eat

Article • Matthew Carlton, Event Reports, ad:tech London, September 2018

It’s hard to imagine it now, but Visa was a major disruptor when the payments company first appeared and it is enabling many of today’s disruptors who could not exist in a world of physical money.

Finger C'lickin Good: How KFC broke the rules to sell on social

Case Study • Jack Colchester, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

McDonald's: How 10 years of building trust built the bottom line

Case Study • Max Keane, Mike Treharne and Emily Somers, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

McDonald's, a fast food chain, rebuilt trust in its brand in the UK by launching a series of TVCs that showed how its food contained no added ingredients.

Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.

Houlihan's: Houlihan's Customer-Centric Marketing

Case Study • Direct Marketing Association - US, Runner Up, 2018

Houlihan's, a restaurant chain, used consumer data to provide targeted communications, which increased sales in the US.

How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
The gift that keeps on giving: The story of the strategic thinking behind the John Lewis Christmas campaign

Case Study • Martin Beverley, David Golding, Les Binet and David Bratt, Account Planning Group (UK), Gold, 2017

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
E-commerce in 2017: How brands are going direct-to-consumer

Article • WARC Trends, Toolkit 2017

This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.
The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

Case Study • Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
What we know about e-commerce and social commerce

Article • WARC Best Practice, July 2017

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.