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Famous brands send Premier Foods’ profits soaring

News • 20 January 2021

Consumers stuck at home during lengthy lockdowns are turning to familiar brands for consolation, judging by trading results from the UK’s Premier Foods, the maker of Mr Kipling cakes and Bisto gravy.

Trends of the month: Facebook regulation, FMCG growth in China and digital publishers

Opinion • Rob Clapp, January 2021

This month: how regulation may challenge Facebook’s reliance on Instagram and WhatsApp, how FMCG brands are growing in China, and the role of digital audiences for publishers.

Alcoholic drink brands allocate the most to TV

Data • Marte Aune, WARC Data Points, January 2021

A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.

Only the largest Indian FMCG brands grew during COVID-19

Data • Rob Clapp, WARC Data Points, January 2021

An overview of FMCG volume growth in India during the coronavirus (COVID-19) outbreak.

Avoiding grocery greenwashing: how to activate sustainability effectively

Article • Callum Saunders, WARC Exclusive, December 2020

With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.

China’s consumers find appetite for low-cal foods

News • 10 December 2020

Low-calorie meal-replacement products are emerging as big business in China as consumers demand products to help control weight and that also satisfy and offer high-quality nutrition.

Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

Clif Bar and Company: Marketing to a new country – challenging the American stereotype that Canada is the 51st state

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2020

CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.

Top Chinese FMCG companies attracted 82m more consumers this year

Data • Rob Clapp, WARC Data Points, December 2020

An overview of the top 22 FMCG companies in China in 2019 and 2020.

Norway, Food adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the food sector in Norway since 2013.

New Zealand, Food adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the food sector in New Zealand since 2013.

Automotive, retail and travel account for half of 2020 adspend decline

Data • James McDonald, WARC Data Points, December 2020

An overview of forecast global advertising investment by product category in 2020 and 2021.

Convenience and health dominate F&B considerations across APAC

News • 25 November 2020

Consumers across APAC are increasingly adopting products and services that offer a higher level of convenience, a trend that has since accelerated thanks to COVID-19, according to a new report from Mintel.

Computing the crystal ball: Can you predict trends before they occur?

Research Paper • Barnava Nandi, Chandan Agarwal and Ritika Sinha, ESOMAR Conference papers, APAC, 2020

Hindustan Unilever, an Indian consumer goods company, inspected multiple data sources to gain insights into current market trends to enable it to act ahead of the market across multiple sectors.

Unilever’s €1bn plant-based target points at coming arms race

News • 19 November 2020

FMCG giant Unilever plans to grow its plant-based segment to €1bn within five to seven years, according to reports.

Online FMCG consumer spend is 46% higher than in store

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and offline FMCG consumer spend by region.

Embedding creativity at Danone

Article • Brian Carruthers, Event Reports, EffWorks, October 2020

French food business Danone, now an entreprise à mission, is taking a systematic approach to creativity across all its brands.

How to deliver wellness in 2021

Opinion • Sarah Owen, November 2020

While wellbeing has been a top consumer priority for the last couple of years, the conflation of mental and physical health is emerging as a new focal point. People aren’t just trying to cope with the mental toll of the pandemic (stress, anxiety, isolation), they are also deeply concerned about their physical wellbeing. Add in the fear of physical and mental safety concerns for friends, family and colleagues and it’s little surprise that wellbeing is a critical consumer sentiment.

Why CPG marketers need to reassess their strategies

News • 18 November 2020

With eight in ten CPG brands having seen a shortening of their purchase cycles, even as consumers are visiting stores less frequently, brands need to re-examine their marketing strategies.

Wahaha targets China’s health boom, livestreaming and Gen Z’s ‘tribes’

Opinion • Jenny Chan 陈詠欣, November 2020

Hangzhou Wahaha Group is a brand leader in China’s food and beverage industry. Cheng Gong, Deputy Director of Branding and Public Relations, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about China's health wave and reflecting how Wahaha (which means “laughing children” in Chinese) is catering to the changing habits of younger consumers while maintaining brand growth.

How Procter & Gamble takes a stand for racial equality while building brands

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2020

Procter & Gamble (P&G), the consumer-packaged goods giant, has been a champion of racial equality in its advertising while also driving growth.

Right To Protein: India Protein Day

Case Study • SABRE Awards, APAC In2, 2020

Right to Protein, a communications and consumer advocacy initiative, launched its public education campaign India Protein Day in India to encourage Indians to increase their protein intake.

How CPG advertisers should approach loyalty in the face of changing COVID-19 purchasing habits

Article • Lance Brothers, WARC Best Practice, November 2020

Details how CPG brands can pursue loyalty as the COVID-19 pandemic continues, drawing on data from over 51 million US households.

'Right To Protein: 'Protein For Better Immunity'

Case Study • SABRE Awards, APAC In2, 2020

Right to Protein, a communications and consumer advocacy initiative, launched its campaign Protein for Better Immunity in India to improve the nation's immunity by driving conversation surrounding nutrition.

Indonesia, Food adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the food sector in Indonesia since 2013.

Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

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.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.