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Hellmann's: WhataHellmann's

Case Study • SABRE Awards, LATAM, Gold, 2021

Hellmann's, a food and beverage company, launched a digital campaign in Brazil to rejuvenate the brand's image, connect with millennials, rescue affective memories and reinforce the quality of products.

Branston Pickle: Taking comfort in the past to revitalise a forgotten icon

Case Study • APG (UK), Entrant, 2021

Branston, a food company, launched a campaign in the UK to modernise the brand, make it relevant again and regrow salience and sales.

Marmite: 25 Years of Love, Hate and Planning

Case Study • APG (UK), Gold, 2021

Marmite, a savoury food brand, launched a paper in the UK to demonstrate the successful campaigns that they have created over the last 25 years.

Measuring advertising’s effect on mental availability

Research Paper • Kelly Vaughan, Armando Maria Corsi, Virginia Beal, and Byron Sharp, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 665-681

This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics.

Unilever Food Solutions (UFS): Killer Recipes

Case Study • John Dawson, Nicholas Short, WARC Awards for Asian Strategy, Bronze and The Customer Journey Award, 2021

Unilever Food Solutions, the condiment brand for restaurants, took its Killer Recipes campaign to a new level to become a supporter rather than a supplier to restaurant owners in China.

HFSS and the future of grocery retail: Unpacking the new rules

Article • WARC Exclusive, August 2021

Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.

Knorr: Rooftop farms

Case Study • Tahaab Rais, Yasmine Shehab, Yosr Khalifa, WARC Prize for MENA Strategy, Gold and Long-Term Strategy Award, 2021

Food brand, Knorr's, Rooftop Farms campaign made a lasting impact on the hunger crisis by empowering those living in poverty in Egyptian cities to grow their own food.

Goya: Empowering a new generation of real-life chefs

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

GOYA, a Latin packaged foods company in the USA, launched a four-year campaign in the USA to expand its consumer base.

National Pickles: National Crushed Pickles launch

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by National Pickles, a pickle company in Pakistan, helped successfully introduce a new product through targeted advertising online.

Kraft Hazelnut: Taking on the Godfather

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Kraft Hazelnut, the hazelnut spread brand, launched a campaign to promote a new hazelnut spread to consumers in Canada.

Maggie: Recreate your hometown delicacy

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Maggi, a food manufacturer, in the Philippines, increased sales by appealing to its target demographic with online influencers.

ORINIGIRI: Beyond a product

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

ORINIGIRI, an artistic form of eating, was used at the centre of a campaign to help the people of Japan return to towns that had lost customers due to the COVID-19 pandemic through a shopping street project.

Potts Partnership: Packaging

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Gold, 2021

Potts Partnership, a fine food products company, relaunched its stock range in eco-friendly cans in the UK to increase sales and promote its brand commitment to sustainability.

Ferrero: Nutella Gemella

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Nutella, a chocolate spread brand, launched a campaign in Italy to increase brand equity and bring people together.

Henderson's Relish: Rebrand

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Henderson's Relish, a condiment brand, increased sales in the UK by redesigning its bottle packaging to better stand out and providing a key product descriptor to help consumers understand how best to enjoy it.

National Ketchup: National Ketchup Factory

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

National Foods Limited, a food products company, launched an educational children's TV show to drive sales.

ITC Aashirvaad Atta: Gettting rice devotees to fall in love with wheat flour

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Aashirvaad, a kitchen ingredients brand, launched a campaign in India to convince consumers in southern India to try more flour-based dishes.

Guanghe Fermented Bean Curd: Equity campaign

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Guanghe, a brand of fermented bean curd, launched a campaign in China to evoke nostalgia for its product among younger consumers.

Lady's Choice: The Impossible Christmas

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Lady's Choice, a brand of salad dressing, reimagined the traditional Christmas family gathering in the time of COVID-19 in the Philippines.

Diari: A journey across Tunisia

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Couscous brand, Diari, lifted consumers' post-lockdown spirits with a branded content documentary series in Tunisia.

Knorr: Kanya Kanya' (The Stories We Keep Inside)

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Stock brand, Knorr Chicken Cubes, told a story of hope and love to help alleviate the discomfort brought on by COVID-19 in the Philippines.

India Gate Basmati Rice: #ShareAMeal – 'We are hope'

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

India Gate Basmati Rice, a rice brand, launched a campaign in India during the Covid-19 pandemic to deliver food and basic goods to migrant workers who had to walk hundred of miles to get home.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

Arm & Hammer: Alternate Uses for Baking Soda

Case Study • MMA Smarties, Silver, MENA, 2020

Arm & Hammer, a brand of baking soda products, leveraged mobile gaming in the Middle East to educate users about alternative uses for baking soda.

Heinz: Summer isn’t summer without Heinz

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

Condiment brand Heinz Ketchup increased sales and brand equity during Covid-19 restrictions in Canada with a multichannel campaign that included a jigsaw puzzle and a hotdog delivery partnership.

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.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.