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Food

Food is a major advertising sector, covering categories such as snacks, breakfast cereal and confectionery. Key trends in the industry include the shift by consumers in many developed markets toward ‘healthier’ options. Quality and convenience are two other key drivers of category innovation.

Key Reading

Important papers from across the Warc database

How the food manufacturer is seeking to become a leading brand in the digital and social media space. Steps taken include embracing brand building fundamentals, focusing on innovation, partnerships and collaboration. The paper also discusses Nestlé's "brand-building house".
Using Ehrenberg's marketing laws, Mars has discovered how both creativity and science can work together.
Results of a global Nielsen analysis focusing on global body image and healthy eating trends.
How the restaurant giant used fast food data to link advertising quality and sales growth.

Case Study

This case study describes how McVitie's, a snack food brand, redesigned its cake portfolio for the UK market to drive penetration.

Case Study

This case study shows how Flora ProActiv, a Unilever-owned margarine brand, halted declining sales in the UK by redesigning the product to stimulate emotions, reassure consumers, and reverse the decline.

Case Study

This case study describes how Monty Bojangles, a UK confectionery brand, redesigned the packaging for its seasonal gifting portfolio.

Case Study

This case study describes how the British healthy chocolate brand, Seed and Bean was rescued by a rebrand that emphasised the brand's ethics, and tripled sales over two years.

Case Study

This case study describes how Moma, a British porridge brand, redesigned to weather the move from busy commuter train station sales, to retail sales, by creating an ownable brand design to support the entire portfolio.

Case Study

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.
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Research Paper

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.

Article

This article provides an overview of the probiotics market in Asia, where different food cultures require a different strategy from Western countries.

Article

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the packaged foods market.

Article

This Company Profile from Euromonitor provides key details and analysis of Mondelez International Inc, owner of brands such as Cadbury, Milka, Oreo, Ritz and Philadelphia.

Article

This Company Profile from Euromonitor provides key details and analysis of Hershey Co. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the confectionery market.
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  1. Article

    This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.

  2. Article

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

  3. Article

    This report provides key facts and figures about the global snacks market, analysing the impact of the growing segment of the non-snack food market rebranding itself as snack replacements and creating a shift in the competitive landscape.

  4. Article

    This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.

  5. Article

    This trend report examines the major trends set to shape the global advertising landscape in 2016, covering technology, brand and marketing, food and drink, culture, travel, beauty, retail, health, lifestyle and luxury.

  6. Article

    This article highlights topline trends in young women's approach to fitness and health across the world.

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