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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.

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