Marketing insight and analysis
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Comment & OpinionIn an ever-changing fmcg world, staying still can be the best strategy
Constant ‘pivots’ won’t benefit your brand as much as holding steady in turbulent times, says Jeremy Garlick, partner at Insight Traction
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Category Report
Can Ed Sheeran heat up hot sauce sales?
The pop singer’s teamed up with Heinz for his Tingly Ted’s brand – and he’s not the only one bringing star power to zingy sauces
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Comment & Opinion
Rekorderlig does cider differently with ‘Refreshingly Swedish’ ad
Summer is here, bringing with it the usual cluster of cider ads
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Comment & Opinion
Cawston Press leans into comedy cult status thanks to James Acaster
Cawston’s comedy and cocktails evening was an entertaining night for a good cause
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Reports
The caffeinated booze brands seeking urbane shoppers
Brands are targeting shoppers of both sexes across a broader array of ages, often with a more premium range
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Category Report
Why energy brands are hitting the booze
Monster and Mountain Dew look set to bring alcoholic options to the UK’s thriving energy drinks sector. What’s behind their plans?
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Reports
How flagging Rockstar is seeking a career revival
It must hurt being the only top 10 brand in decline when energy drinks have made an extra £218.2m in the past year
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Reports
Boost pours jet fuel on Barr energy ambitions
Boost has built a booming business in the independent retail channel
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Reports
How does energy drink consumption change across age and sex?
Almost double the number of men drink energy drinks as women
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Category Report
Can video games keep energy sales booming?
Red Bull and Monster reckon video game tieups will keep energy drinks flying off shelves. Could they also broaden their appeal?
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Comment & Opinion
Why banning single-use bottled water ads won’t sink the category
Despite the quiet reusable revolution, single-use plastic water bottle brands are still cashing in
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Comment & Opinion
Peroni finds paradise in the everyday in brand extension ad
Beautiful people, beautifully dressed, sipping crisp lager in the sunshine. We must be on the Riviera
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Analysis & Features
15 ways supermarkets and grocery are celebrating Pride month
As the world’s biggest companies give their social media logos the rainbow flag treatment, these grocery brands are opening their purses to address the issues facing the LGBTQ+ community
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Comment & Opinion
Our ‘miraculous’ food industry should come clean about its dirty hidden costs
The food sector distracts people with the glitzy allure of choice and abundance, says Dan Crossley, executive director at the Food Ethics Council
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Comment & Opinion
Why consistent measurement is key to evolving ATL and BTL advertising
The lines between traditional above the line and below the line media continue to blur, says Matt Lee, MD at Capture
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Profiles and Q&As
My food & drink job: Daria Bashkatova, senior marketing innovation manager, This
’My family come from a real mixed bag of places including Russia, Kazakhstan and Israel, among others. While questions of faith, politics or geography were often at odds, food was always a common language’
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Comment & Opinion
Thatchers gets animated about the perfect pint of cider
It’s back with an animated ad that again focuses on the brand’s attention to detail
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Comment & Opinion
Dash into the Limelight: feather-light fun as brand looks for the people behind the memes
It’s all to promote Dash’s new lime flavour – hence limelight
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Comment & Opinion
Brands need bold, creative campaigns to target ‘conscious consumers’
Acquiring these customers requires a strategic approach with tailored messaging and well-placed advertising, says Kathy Lee, consumer retail industry manager at Google
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Profiles and Q&As
My food & drink job: Eloise Bristow, head of marketing, Moving Mountains
’Fmcg isn’t a glamorous industry. One day I could be flipping burgers at a festival, the next staring at spreadsheets’
