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Frank's RedHot: Put That S#!t On Twitter

Rankings • WARC Media 100, 2021

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.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

ARF study: Customer loyalty remains robust for large CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, March 2021

A study by the Advertising Research Foundation (ARF), the trade body, found that large brands in the consumer-packaged goods sector have witnessed robust loyalty over time.

Agree to Disagree: Jif Settles the Jif vs. Gif Debate

Case Study • SABRE Awards, IN2, North America, Best Meme/Viral Campaign, 2021

Jif, a peanut butter brand, collaborated with GIPHY to enter the debate on the proper pronunciation of the word GIF with its #JIFvsGIF campaign.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using Facebook Live to break e-commerce records.

Jif: That Jif'ing Good

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Jif, a peanut butter brand, highlighted the superior taste of Jif peanut butter with its humorous campaign That Jif'ing Good that showed consumers would go to any lengths for a taste of Jif's peanut butter.

Riviana Foods: This Rice Unites

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Riviana Foods, a food brand, increased brand awareness among Hispanics, particularly among millennial Hispanics, in the USA with its bilingual campaign This Rice Unites.

Nutella: Nutella Gemella

Case Study • WARC Cases, 2019

Hazelnut spread brand Nutella drove brand equity and engagement among Italian millennials with a promotion that brought people together to encourage openness to diversity.

How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Case Study • IPA (UK), 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.

Kraft Heinz adapts for the ‘next normal’

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article examines the how the food business Kraft Heinz reacted to the pandemic and what it sees as important long-term trends.

Kecap ABC: Real Husbands Cook

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.

ITC Aashirvaad Atta: The difficulty of being a food brand in India

Case Study • Rasika Fernandes, Namrata Kumar, WARC Prize for Asian Strategy, Entrant, 2020

Aashirvaad Atta, a wheat flour brand, taught Indian mothers how to cook creatively with wheat flour, driving an increase in sales.

MAGGI Masala-ae-Magic: How MAGGI spiced up the land of spices

Case Study • Pritish Mukherjee, Bikram Bindra, WARC Prize for Asian Strategy, Entrant, 2020

International food brand Maggi leveraged TV, print and YouTube to appeal to millennial mothers and grow sales of its Masala-ae-Magic spice mix in India.

Lady's Choice: The Gift of Social Commerce

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.

ITC Aashirvaad: Breaking traditions to strengthen bonds

Case Study • Rasika Fernandes, WARC Prize for Asian Strategy, Entrant, 2020

Flour producer Aashirvaad used TV, digital, social media and on-ground sampling to launch its ready-made Koora Karam spice mix in South India and, in the process, created a new category.

ARF research finds brand loyalty remains robust

News • 17 August 2020

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.

Heinz: How [seriously] good marketing turned a featherweight into a contender

Case Study • Marketing Society, 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.

Cottage Delight: Redesign – A celebration of variety and food discovery

Case Study • Design Effectiveness Awards, 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.

McCormick: Reversing decline in a growing category

Case Study • Design Effectiveness Awards, 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.

Hidden Valley Ranch: National Ranch Day

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.

Lady's Choice: The Gift of Social Commerce

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.

Maggi: Maggi Masterchefs

Case Study • Pritish Mukherjee, WARC Awards, Entrant, Effective Content Strategy, 2020

Popular cooking aid brand Maggi improved perception and boosted sales in India with a campaign centred on empowering millennial mothers.

ITC Aashirvaad Atta: The difficulty of being a food brand in India

Case Study • Rasika Fernandes, Namrata Kumar, WARC Awards, Entrant, Effective Content Strategy, 2020

Aashirvaad Atta, a wheat flour brand, taught Indian mothers how to cook creatively with wheat flour, driving an increase in sales.

Puck: Save the Cows

Rankings • WARC Effective 100, 2020

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: Real Food Rescue

Rankings • WARC Media 100, 2020

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.

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.
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
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.
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.