Heinz is updating its classic ‘Beanz Meanz Heinz’ slogan with the creation of the ‘Beanz Meanz More’ brand platform, part of a drive to show consumers it is more than a kitchen cupboard staple and stay relevant with current food trends.
From PepsiCo creating a dedicated graduate programme for marketers to P&G increasing the diversity of its candidates via virtual assessment centres, brands have defied the odds to ensure they continue recruiting fresh talent.
To become a world-leading marketing organisation, the FMCG giant says it needs to be “bolder and more creative”, highlighting examples such as the collaboration between Heinz and Weetabix in the UK.
BrewDog is positioning itself as a ‘Beer For All’ as it looks to put the claims of its “toxic attitude” and “culture of fear” behind it.
Price and promotion will be “key” to Superdrug’s marketing plans over the next year, with a focus on own brand products and improving its loyalty proposition.
From taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
From a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.