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Conscious consumption's impact on food and nutrition

Article • Euromonitor Strategy Briefings, March 2021

Provides a conscious consumption scope, including impact on ethical claims and company strategies.

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.

US, Meat, poultry & fish Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the meat, poultry & fish sector in the United States since 2007.

Hiroshima Oyster: Oyster Kanji Dictation

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2019

Hiroshima Oyster, an oyster producer, increased consumption of oysters among Japanese consumers by launching a local language dictation workbook for schools around the topic of oysters.

Richmond: Harnessing social proof to win the love of a nation

Case Study • APG (UK), Entrant, 2019

Richmond, a sausage brand, reversed sales decline in the UK by launching a celebrity-led campaign, The Nation's Favourite, through a film that brought together local heroes with admired celebrities.

SPAM: Recipeoke

Case Study • Cristina Buenaventura, Natalie Sumpaico, WARC Awards for Asian Strategy, Entrant, 2019

Canned meat brand SPAM brought together recipes and karaoke to fuel brand love and improve brand image attributes in The Philippines.

The Honey Baked Ham Company: Attracting modern hosts to a classic holiday brand

Case Study • Effies (North America), Bronze, North American Effies, 2019

The Honey Baked Ham Company, a food company, increased awareness among US audiences by creating a TV spot that showed the effortless perfection of a Honey Baked Ham.

Clustering halal food consumers: A Twitter sentiment analysis

Research Paper • Mohamed M. Mostafa, Int. Journal of Market Research, Vol. 61, No. 3, 2019, pp. 320-337

The exponential growth of user-generated social media content raises the possibility of using opinion mining techniques in tracking and monitoring consumers' preferences.

Jimmy Dean, Wright Brand Bacon, Sara Lee Frozen Foods: Made with Love multi-brand platform

Case Study • Effies (North America), Finalist, North American Effies, 2019

Tyson Foods, a food company, increased sales of Made with Love products in the US by creating stress-free meal hacks to help consumers plan for meal times all year long.

Aidells, Ball Park, Hillshire Farm, Sara Lee, State Fair, Tyson, Wright Brand Bacon: Master Your Summer

Case Study • Effies (North America), Bronze, North American Effies, 2019

Tyson Foods, a food company, created specific usage occasions for its products during summer in the US to expand its categories and grow consumption.

The world's best food campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which food campaigns, along with the agencies that have worked on food campaigns, have performed best over the past year.

Western plant-based brands target Asia

News • 15 April 2019

Meat consumption is rising across Asia but consumers in the region still get twice as much protein from plants as animals and new Western plant-based brands are moving in on this territory.

Targeting Asia’s vegetarians with food innovation

Article • Low Lai Chow , Event Reports, Disruption in Food and Sustainability Summit, March 2019

Can plant-based food innovations take off in Asia where meat consumption is still increasing?

Meat & Livestock Australia: Lamb: Celebrate Australia

Rankings • WARC Effective 100, 2019

Meat & Livestock Australia, the red meat and livestock public authority, united the Australian people by using the brand Lamb to promote harmony on Australia Day.

Teaching Chefs to Go Whole Hog for Prosciutto di Parma

Case Study • SABRE Awards, Corporate/B2b, In2, 2019

Consorzio del Prosciutto di Parma, a manufacturer, launched a site to educate US chefs on the qualities of Prosciutto di Parma (PDP).

Kraft Heinz taps power of 'actvertising'

News • 02 January 2019

Kraft Heinz, the food company, is tapping into the power of “actvertising” to supplement its messaging with tangible actions that can build its brands in meaningful ways.

Kraft Heinz supplements advertising with “actvertising”

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Kraft Heinz, the consumer packaged goods giant, is using an approach called “actvertising” to build on the impact of its advertising.

How Navidul built a relationship with Spanish jamón shoppers

Article • Sam Peña-Taylor, Event Reports, Shopper Insights & Retail Activation Conference, October 2018

Jamón is hugely popular in Spain but the market is fragmented; Navidul is one of the few major players in dried ham, claiming 92% brand awareness, thanks to its understanding of purchase behaviour.

Campofrío: Amodio

Case Study • Euro Effies (pan-European), Finalist, 2018

Campofrío, a Spanish multinational food company, launched an online film and website to promote its brand across Spain during the Christmas period.

Meat & Livestock Australia: Celebrate Australia

Case Study • Jay Chiat Awards, Shortlist, National Strategy, 2018

Meat and Livestock Australia, a public authority providing research for the Australian red meat and livestock industry, overcame the challenge of a divisive Australia Day by using the brand Lamb, which represents unity, to make Australia Day a celebration for all Australians.

Tyson Game Day

Case Study • MMA Smarties, Bronze, North America, 2018

Tyson, a food company, partnered with Twitch to increase household penetration and unit sales for Any'tizers and Crispy Strip products during key sport time periods.

Meat & Livestock Australia: How bringing people together delivered record profits for Lamb

Case Study • Effies (Australia), Gold, Australian Effie Awards, 2018

Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.

Campofrío: Delicious Calm

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

Oscar Mayer: For the Love of Hot Dogs

Case Study • Effies (North America), Bronze, North American Effies, 2018

Oscar Mayer, an American meat and cold cut production company, promoted its new hot dog recipe by giving them out at unprecedented locations.

The world's best food campaigns and companies 2018

Rankings • Rankings Articles, May 2018

Looks into which food campaigns, along with the agencies that have worked on food campaigns, have performed best over the past year.

What we know about brand launches

Article • WARC Best Practice, May 2021

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.