Kraft Heinz is suffering from a number of self-inflicted wounds, from underinvestment in its brands to a failure to adapt its portfolio to modern tastes, leading to a parlous financial situation.
By Mark Ritson
The biggest direct-to-consumer brands still only achieve around half the search volume of established competitors, according to exclusive data from Google, but the fastest risers are catching up quickly.
The number of direct-to-consumer brands is ballooning, as are predictions of the traditional FMCG sector’s demise, yet people underestimate the resilience and capability of the established giants.
FMCG firms are using their brand equity to up prices, but in a tough consumer economy, will it win or lose them revenue?
Marketing Week readers have voted to put long deadlines for TV booking, the phrase ‘we know from research’, and ‘brand love’ into Room 101.
We arm you with all the numbers you need to tackle the week ahead.
The proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.