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HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

Weetabix finds a braver voice as it launches into the drinks sector

Article • Sean Hargrave, Event Reports, Festival of Marketing Fast Forward, June 2021

While Weetabix has near universal brand awareness in the UK it faces the challenge of being consumed more frequently beyond the breakfast table.

Kellogg's Frosted Flakes: Tony The Tiger – From cereal salesman to activist

Case Study • WARC Awards for Effectiveness, Bronze, Brand Purpose, 2021

Cereal brand Kellogg's Frosted Flakes grew sales and household penetration in the US by reimagining its Tony the Tiger brand asset as an activist on a fundraising mission for school sports programmes.

Kellogg Co (Food)

Article • Euromonitor Advertiser Profiles, February 2021

This Company Profile from Euromonitor provides key details and analysis of Kellogg Co, the owner of brands such as Keebler, Nutri-Grain, Special K, Corn Flakes and Coco Pops.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Cereal bar brand Nestlé Fitness partnered with the perfect candidate to relaunch in a declining category and build relevance with young Lebanese women.

Accurate portrayals of women and girls in media: Proven to be good for business

Research Paper • Jennifer Pelino and Nadine Karp McHugh, ARF Experiential Learning, November 2020

SEEHER, a movement for increasing accurate portrayals of women and girls in advertising, partnered with IRI to analyse sales data of Gender Equality Measure (GEM) to learn the sales impact of a GEM-scored ad campaign and which networks/publishers have the highest sales impact.

Pebbles cereal rocks user-generated content in new branded series

Article • Matthew Schwartz, ANA, ANA Magazine, September 2020

Amy Brothers, brand manager for Pebbles cereal, and Brian Hurley, creative director at Public Works discuss the Daily Yabba Dabba Doo series and the most effective ways for brands to harness user-generated content (UGC).

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Entrant, 2020

Cereal bar brand Nestlé Fitness partnered with the perfect candidate to relaunch in a declining category and build relevance with young Lebanese women.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, Inaan Budhiraja, WARC Awards, Entrant, Effective Content Strategy, 2020

Cereal brand Nestlé Fitness reversed declining sales in Lebanon with an unconventional influencer campaign.

Otees: Mobile Game

Rankings • WARC Media 100, 2020

Otees, a cereal brand, launched a mobile game to help South African consumers decide which new flavour cereal should become a permanent product.

Cheerios: Hacking Prime Day

Rankings • WARC Media 100, 2020

Cheerios, the cereal brand, increased sales on Amazon Prime Day in the US by creating a promotion that infiltrated Amazon algorithms.

Breakfast cereals in Western Europe

Article • Euromonitor Strategy Briefings, February 2020

A regional overview of breakfast cereals in Western Europe, including forecast projections and country snapshots.

Kellogg's X Love Island

Case Study • IMC Awards (European), Silver, Social media and influencer programs and Product Launch/Relaunch/Trial campaign, 2019

Kellogg's, a cereal brand, launched a partnership with TV series Love Island in the UK to connect with millennials and encourage purchases.

Honey Nut Cheerios: Hacking Prime Day

Case Study • MMA Smarties, Silver, North America, 2019

Cereal brand Honey Nut Cheerios created an Amazon Prime giveaway to make it the top recommendation on Alexa and secure its voice commerce future.

Quaker Oats: Insight to Impact

Case Study • MMA Smarties, Gold, India, 2019

Quaker Oats, the breakfast food brand, increased purchase intent in India by launching a branded cooking show featuring famous Indian chef Vikas Khanna.

Kellogg's Corn Flakes: Make Your Kellogg's Bowl

Case Study • MMA Smarties, Finalist, India, 2019

Kellogg's Corn Flakes, a cereal brand, increased awareness and purchase intent in India by launching new flavours of its cereal and a promotional campaign to show consumers that they're made with real Indian ingredients.

Otees Mobile Game

Case Study • MMA Smarties, Best in Show, EMEA, 2019

OTEES, a cereal brand, launched a mobile game to help South African consumers decide which new flavour cereal should become a permanent product.

Quaker: Kitchen Khanna Konversations with Quaker

Case Study • Emvies, Bronze, 2019

Quaker Oats, the breakfast food brand, increased purchase intent in India by launching a branded cooking show featuring famous Indian chef Vikas Khanna.

Kellogg: Gut Bacteria Zoo

Case Study • SABRE Awards, Asia-Pacific, Publicity Stunt, Gold, 2019

Kellogg's, the cereal brand, created a bacteria zoo to reach people across Australia and New Zealand and increase sales of its cereal.

Nestlé: MonnBienKale

Case Study • SABRE Awards, Africa, Eastern Africa, Gold, 2019

Nestlé, a multinational food and drink company, launched a mobile bus tour that showed the people of Mauritius the importance of a healthy, balanced breakfast.

How Nestlé, Coca-Cola and Axe moved beyond objectivity in research

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

The relationship between consumers and brands has altered as a result of the ever-changing media landscape – and relationship between consumers and researchers is following suit, with old-fashioned objectivity taking a back seat.

The world's best food campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which food campaigns, along with the agencies that have worked on food campaigns, have performed best over the past year.

Quaker: Overnight Oats

Case Study • Larah Lee, WARC Awards, Entrant, Effective Social Strategy, 2019

Oats brand Quaker used a multi-channel social strategy to help update its image for millennials in the Philippines.

Weetabix: A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

Rankings • WARC Effective 100, 2019

Weetabix, a cereal brand, reinvented its distinctive advertising claim 'Have you had your Weetabix?' that had not been used in the UK since 2010.

Quaker Oats: Demonstrating the power of the Oat

Case Study • YouTube Works for Brands, UK, Winner, 2019

Quaker Oats, the breakfast food brand, reinvigorated its brand to make oats the breakfast of choice for people in the UK.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

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

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.
Denny: Fighting commoditisation with differentiation

Case Study • IAPI ADFX Awards, Bronze, AdFx Awards, 2012, pp. 0-0

Denny, a grocery brand in the Irish Republic owned by Kerry Foods, was faced with falling sales in the sliced meats market as Irish consumers turned to cheaper alternatives.
Unilever focuses on e-commerce, brand purpose and market share in new business reality

Article • Anna Hamill, WARC Exclusive, July 2020

Unilever, the fast-moving consumer goods manufacturer, is responding to the on-going challenges posed by COVID-19 through maximising flexibility and focusing on the biggest opportunities.