Case Study•
Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2020
Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.
Case Study•
Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Entrant, 2020
Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using FB Live to break e-commerce records.
Case Study•
Eldon Dcruz, Saurabh Dahiya, Hari Ramanathan, WARC Prize for Asian Strategy, Entrant, 2020
Cooking aid brand Kecap ABC deployed an above-the-line campaign in Indonesia to position itself as ally to working women and close the gender equality gap in the kitchen.
Brand loyalty has largely proved robust over the last decade in a trio of packaged-goods categories, according to the early results of a study being conducted by the Advertising Research Foundation (ARF), the industry body.
Case Study•
Marketing Society UK, The Brave Awards, Highly Commended, 2020
Heinz, a food processing company, promoted its mayonnaise in the UK by launching a series of OOH billboards that directly called out its competitor, Hellmann's.
Case Study•
Design Business Association, Design Effectiveness Awards, Silver, 2020
McCormick, a food company, increased sales and reach in the UK by redesigning its packaging to communicate the origins and flavour profiles of its ingredients.
Case Study•
Design Business Association, Design Effectiveness Awards, Bronze, 2020
Cottage Delight, a gourmet food company, increased sales and revenue in the UK by rebranding its packaging with new colours and a bunting design, celebrating culinary discovery.
Case Study•
SABRE Awards, Gold, North America, 2020
Hidden Valley Ranch, a ranch dressing brand, increased brand awareness in the US by launching a 24-foot bottle installation that allowed visitors to fill any size container with its ranch dressing.
Case Study•
Maan Bernardino-Dominguez, WARC Awards, Bronze, Effective Social Strategy, 2020
Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using FB Live to break e-commerce records.
Puck's Blue Jar Cheese, a food brand, used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.
Hellmann’s Mayonnaise, a food brand, used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.
Puck's Blue Jar Cheese, a food brand, used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.
Knorr, a food and beverage brand, launched AI in-video ad technology to embed ads within popular Hong Kong sitcom Come Home Love: Lo And Behold, to increase sales and boost brand awareness.
Frank’s RedHot, the spicy hot sauce brand, increased consumer engagement and brand love during the Super Bowl by showing you could pair the sauce with literally anything.
Marmite, the Unilever-owned food spread, revamped its ‘you either love it or hate it’ brand positioning in the UK by addressing the issue of breakfast contamination.
Case Study•
Tahaab Rais, Anna Sadykova, WARC Media Awards, Silver and Effective Native Special Award, Effective Use of Partnerships and Sponsorships, 2019
Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.
Case Study•
Alana Zervos, WARC Media Awards, Gold and Early Adopter Special Award, Effective Use of Tech, 2019
Seasoning brand Knorr employed innovative AI In-Video Ad Insertion Technology to embed ads within popular Hong Kong sitcom Come Home Love: Lo And Behold to increase sales and boost brand awareness.
Case Study•
Anish Appukuttan, Le Nga, Nguyen Phuong, WARC Media Awards, Entrant, Effective Channel Integration, 2019
By focusing on message delivery to only the most relevant potential consumers, food and beverage brand Knorr increased sales and improved advertising efficiency in Vietnam.
Case Study•
MMA Smarties, Best in Show, South Africa, 2019
Knorr, a food and beverage brand, encouraged South African consumers to make more nutritious meals by creating mobile technology that sends pop-up reminders of nutritious recipes around mealtimes.
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.
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.
This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
Discover how five macro trends – digital detox, healthification, discovery and connoisseurship, personalisation and customisation, and premiumisation and indulgence – can be used as inspiration for innovation.
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
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