Mr Kipling is drawing on the power of its “iconic” product with the launch of its first new creative since 2018, as it looks to both grow its brand and its short-term sales through the same campaign.
After notching up millions of new customers under lockdown, Premier Foods is on a mission to use marketing to capitalise on a year of growth through a formula of long-term brand building and sustained innovation.
The parent company behind Mr Kipling and Sharwood’s is prepping the launch of several “insight driven new products”, as it looks to the US for brand growth.
Reflecting on delivering 12 consecutive quarters of growth, Premier Foods CMO Yilmaz Erceyes says he would rather have a brilliant proposition over a multi-million pound marketing budget any day.
M&S Food has a “busy summer” of marketing ahead of it, says marketing director Sharry Cramond, as the grocer doubles down on delivering healthy food at low prices.
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.