How Coca-Cola maintained ‘human-centric’ insight throughout the pandemic
Manny PhamCoca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.
‘You can feel the creativity’: KFC on building a ‘brand for the nation’
Charlotte RogersFive years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.
Why viral sensation Little Moons ‘backs impact over efficiency’
Charlotte RogersMochi ice cream brand Little Moons may have taken its marketing strategy to the next level since it went viral on TikTok earlier this year, but that does not mean the business is “walking away from digital”.
Nationwide’s CMO on why marketers should not let themselves be ‘patronised’
Manny PhamRather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
KFC named Marketing Week Masters Brand of the Year
Charlotte RogersFrom celebrating fans’ attempts to recreate their favourite fried chicken at home, to pausing its ‘Finger Lickin’ Good’ slogan for the benefit of national health, it’s been a stellar 12 months for KFC.
Meantime positions itself as ‘forbearer of craft beer’ in awareness drive
Manny PhamAsahi UK admits to taking “slightly too long” to kick things off with Meantime but did so to truly understand the brand’s heritage, it now plans to raise awareness and drive growth by talking up the craft beer’s heritage.
McDonald’s rolls out brand platform to showcase its ‘positive impact’ on people and planet
Manny PhamFast-food giant McDonald’s is upping its focus on sustainability via the launch of its ‘Change a little, Change a lot’ platform.
PepsiCo credits ‘strong’ innovation pipeline with driving top line growth
Manny PhamThe parent company of brands including Pepsi, 7 Up and Doritos reported a “strong” net revenue growth of 11.6% to $20.1bn over the third quarter of 2021.
Hotel Chocolat hails evolution to ‘digital-led brand’ as profits soar
Charlotte RogersThe premium chocolate brand says “strong digital growth” more than offset disruption from store closures during lockdown.
Greggs to increase marketing spend in loyalty push
Charlotte RogersThe bakery chain is also looking to drive growth through a focus on evening dining and plans to have two-thirds of its stores open for late trading by 2022.
Coca-Cola to shift focus from broadcast to experiences under new brand platform
Matthew ValentineCoke’s new tagline ‘Real Magic’ marks the first new global brand platform since 2016, as the company promises changes in the way it communicates.
Marketing Week Top 100 2021: The top marketers in food and drink retail
Marketing Week ReportersMarketing Week reveals the top 10 marketers in food and drink retail, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Convince consumers your product tastes good before you tell them it’s healthy
Richard ShottonConsumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.
Heinz switches slogan to ‘Beanz Meanz More’ as part of purpose drive
Manny PhamHeinz is launching a campaign to promote the versatility and health credentials of baked beans, as it pays homage to its famous strapline while “evolving conversations” around the brand.
Marketing Week Top 100 2021: The top food and drink marketers
Marketing Week ReportersMarketing Week reveals the top 10 food and drink marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.