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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.

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.

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.

Unilever Group (Packaged Food)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Magnum, Knorr, Flora and Kellogg's.

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.

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

Rankings • WARC Media 100, 2020

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.

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.

Knorr: The Irreplaceable Home Taste

Rankings • WARC Media 100, 2020

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.

Puck: Save The Cows

Rankings • WARC Media 100, 2020

Marmite: Lovers, Don't Spread The Hate

Rankings • WARC Creative 100, 2020

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.

Heinz: Mahomes 57

Case Study • SABRE Awards, IN2, North America, Best Earned Media with Influencers + Communities, 2020

Ketchup brand Heinz Tomato Ketchup leveraged NFL star Patrick Mahomes' love for the condiment to create a social media storm in the US, at zero cost.

Knorr: The Irreplaceable Home Taste

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.

Puck: Save the Cows

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.

Bango: FJB – Celebrating authentic taste of Indonesian cuisine

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2019

Soy sauce brand Bango focused on digital to revive excitement around authentic Indonesian cuisine and, in turn, boost ongoing sales.

Hellmann’s: Real Food Rescue

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2019

Food brand Hellmann's launched a multi-media mission to defend market share while spreading awareness of how much food is wasted in Canada.

Knorr: The Recipe Doctor

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.

Knorr: Goodness calendar

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.

Hellmann's Real Food Rescue

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

Hellmann’s mayonnaise used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.

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.
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.
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.
Keeping it fresh: Being on trend in food and drink

Article • Pippa Bailey, Research on WARC, Ipsos MORI, August, 2019

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.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

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.