Heineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
As he steps down as CMO, Machado is leaving the fast-food brand in better health than when he started – but there’s still a considerable challenge ahead for his successor.
Stella Artois is hoping to capitalise on the surge in consumer demand for trusted brands with the temporary return of its classic ‘Reassuringly Expensive’ tagline, as it celebrates the reopening of UK pubs.
McCain has added 1.2 million households to its customer base over the past year, which it puts down, in part, to its focus on connecting families through its purpose-driven marketing.
The Belgian beer brand is seeking a return to its ‘innovative’ heyday with a fresh focus on artistry and a global rollout of its restaurant concept, Frites Artois.
The CEOs of Wagamana and Kerry Foods explain why an appreciation of internal comms and a thirst for innovation are important characteristics marketers must possess in the post-pandemic world.
Little Moons marketing director, Ross Farquhar, explains why preparation allowed his team to take advantage when the mochi ice cream brand suddenly went viral.
After seeing a surge in sales over the past 12 months, it believes now is the time to capitalise on momentum by adding TV to its marketing arsenal.
The fast-food giant admits to falling behind with consumer trend leading to a loss in brand relevance but eventually found a way to engage with consumers again to reinvigorate its brand.
In the latest episode of Marketing Week’s podcast series, former Leon marketing boss Kirsty Saddler discusses her experience feeding the frontline during the first lockdown, her shift to the startup world and why the pandemic has been a “wake-up call” for business.
The CMO of KFC and Pizza Hut’s parent company talks about the value of data and why Yum! Brands is acquiring AI consumer insight firm Kvantum.
The stock brand has cooked up a plan to change the way we eat, but can it really persuade an international audience to think differently?
The brand’s marketing vice-president for Europe talks about Mars Wrigley’s growth plans for ecommerce and the fact you often “learn more through the failures”.
The bakery chain has identified digital technology as “the key opportunity” to grow market share by increasing customer loyalty, menu choice and reach across multiple channels.