How to make effective food advertising in the COVID-19 era: insights from Ipsos

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.

The Coronavirus pandemic has transformed food marketing as people spend more time eating at home, rediscover forgotten brands, and take up new habits like baking.

But as advertisers scrambled to roll out messaging appropriate for the COVID-19 crisis, the results resembled “a sea of sameness,” suggested Megan Tiedt, a VP in the client organization at research firm Ipsos, and who leads a team focused on creative