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Guiding principles: Why marketers need to anchor actions in brand purpose

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.

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.

Driscoll's Rosé Berry limited edition summer launch

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Consumer Media (Earned), 2020

California-based fruit producer Driscoll's built a connection with rosé wine to launch a new blush-coloured strawberry, the Rosé Berry, in the US.

Fyffes: Fit Squad

Case Study • IMC Awards (European), Silver, Small budget campaign, 2019

Fyffes, a fruit and fresh produce company, promoted its Fyffes Fit Squad in Ireland through a new visual identity.

Avocados From Mexico seeks to take ownership of generic category attributes

Article • Stephen Whiteside, Event Reports, Association of National Advertisers' 2019 Masters of Marketing Conference, October 2019

Avocados From Mexico, a produce brand, believes it can successfully lay claim to broad features of its category where its brand has no natural advantages over rival products.

US, Fruit & vegetables Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the fruit & vegetables sector in the United States since 2007.

Five ways that Organic Valley builds natural connections with consumers

Article • Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019

Organic Valley, a cooperative food brand, has sought to build authentic connections with consumers in a way that mirrors the natural qualities of its products.

Avocados From Mexico seeks to drive product usage

News • 12 八月 2019

Avocados From Mexico, the produce company, has made increasing usage of the fruit among existing buyers a core element of its brand strategy.

Why Avocados From Mexico puts all its advertising chips in the Super Bowl

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

Avocados From Mexico, the produce brand, has successfully used a long-term commitment to Super Bowl advertising to build its business.

Why Avocados From Mexico targeted existing customers to build market share

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

Avocados From Mexico, the avocado brand, has targeted existing category buyers as a primary means for driving growth.

Whitworths

Case Study • Design Effectiveness Awards, Silver, 2019

Whitworths, a dried fruit, home baking and snack products company, increased sales in the UK by redesigning its packaging with nature and bright colours to promote it as a healthy snack brand.

Green Giant Sparks National Debate by Naming Broccoli as America’s Favorite Vegetable

Case Study • SABRE Awards, North America, Food, Gold, 2019

Green Giant, a brand of frozen and canned vegetables, increased awareness of its brand’s product range in the US by revealing the results of a survey into the nation’s favourite vegetable through a news-style press release.

Tru-Cape Fruit Marketing: Fruit-Full mobile game

Case Study • MMA Smarties, Finalist, South Africa, 2018

Tru-Cape, a fruit exporter, created a mobile game aimed at educating consumers in South Africa about the fruit production process from planting to in-store purchase, in a fun and engaging way.

Tenderstem: Veg with Personality

Case Study • James Brittain, IPA (UK), Entrant, IPA Effectiveness Awards, 2018

Tenderstem, a branded hybrid of Chinese kale and broccoli, increased sales of its speciality vegetable by creating ads featuring a playful Tenderstem character who addressed the barriers of cooking.

Superfood label shines on Africa's baobab

News • 01 八月 2018

MANGOULE: Senegal’s baobab sellers are reaping the rewards of the continent’s most iconic fruit becoming a “superfood” to European and American audiences, as major international brands, including the Coca-Cola Company and Cost

Edgell: Plus 1

Case Study • Iain White, WARC Awards, Entrant, Effective Content Strategy, 2018

Edgell, a canned vegetable brand, used a content-led strategy to fight off competition from own labels and boost sales and engagement levels in Australia.

Vegetables that rock: How a cultural anthropological approach gave rise to a revolutionary new strategy for BFS Europe

Research Paper • Jeanne Carré and Emmanuelle Cousy, ESOMAR Conference papers, Global Qualitative, November 2017

BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.

Patterns of fruit and vegetable buying behaviour in the United States and India

Research Paper • Zachary Anesbury, Luke Greenacre, Amy L Wilson and Ava Huang, Int. Journal of Market Research, Vol. 60, No. 1, 2018, pp. 14-31

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Chiquita Banana: Disney Gamification

Case Study • MMA Smarties, Finalist, North America, 2017

Chiquita, a Swiss banana producer, collaborated with Disney to reach parents and children across the US through a mobile campaign, which advertised in mobile gaming apps.

SPC Goulburn Valley: #MyFamilyCan – How a humble can empowered millions of Australians

Case Study • Jason Williams, Blair Kimber, Callum Fitzhardinge, Tim Shelley et al., WARC Awards, Gold, Best Use of Brand Purpose, 2017

This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

French Corn/Maize Industry Bodies: This cob is amazing!

Case Study • SABRE Awards, Gold, EMEA, France, 2017

An alliance of French corn/maize producers worked together to create an integrated campaign that improved the reputation of corn in France.

Unifrutti Japan Corporation: BANANART

Case Study • MAA Worldwide GLOBES, Gold, 2016

This case study explains how banana producer Chiquita Bananas increased sales and market share in Japan with art on bananas featured in a TV ad and social media campaign.

SPC Packaged Fruits and Vegetables: #SPCSunday

Case Study • Ilona Janashvili, IPA (UK), Entrant, IPA Effectiveness Awards, 2016

This case study describes how SPC, the largest fruit processing company in Australia, launched a four-day campaign on social media to turn Australians' brand love to purchases.

SPC Packaged Fruits and Vegetables: #MyFamilyCan: How a humble can started a nationwide debate

Case Study • Ilona Janashvili, IPA (UK), Entrant, IPA Effectiveness Awards, 2016

This case study describes how SPC, the largest fruit processing company in Australia, launched the #MyFamilyCan initiative to increase brand consideration and sales.

SPC Ardmona: #MyFamilyCan

Case Study • Effies (Australia), Bronze, Australian Effie Awards, 2016

The case study shows how SPC, Australia's largest fruit processor and cannery, used its cans to get to the heart of a national debate on food labelling and increase sales.

What we know about brand launches

Article • WARC Best Practice, April 2020

Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
How to launch a new brand

Article • Nick Kendall, WARC Best Practice, May 2017

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.
How to expand your brand architecture: strategies for successful brand launches

Article • Jenni Romaniuk, Admap Magazine, October 2018

Discusses the factors to consider when creating the identity of a new brand launch.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.
How to launch a brand successfully: insights from the Ehrenberg-Bass Institute

Article • Stephen Whiteside, Event Reports, Warc Webinar, February 2016

This article provides an insight into successful launch strategies for new brands, based on research covering different categories and countries.
Five principles of innovation: how Kraft Heinz entered China’s snacks category

Article • Low Lai Chow , Event Reports, FUTR Asia Summit, October 2018

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.