As the UK teeters on the precipice of another recession, consumer shopping behaviour is shaping up to be similar to that seen during the 2008 financial crash.
Domino’s will increase marketing investment by around 45% over the second half of the year as it looks to “sharpen” its message and talk up value.
Could “commercial creativity” be key to surviving record breaking inflation? Burger King and Heineken explain why investing in innovation now will pay off later.
While promising continued brand investment, P&G is also making spend more efficient, with new targeting capabilities across both TV and digital.
Diageo says its premiumisation strategy is paying off, as its high-end brands contributed to 71% of organic net sales over the year.
Coca-Cola’s CEO has said the company is watching closely for consumer behaviour changes, as it reports a 12% jump in net revenue.
McDonald’s is looking at digital, loyalty and creativity as key opportunities for growth amid a difficult economic environment.
Unilever is prepared to temporarily accept a loss in volumes and competitiveness to protect its brands as inflation bites.
Netflix plans to focus its marketing spend on titles which will create excitement and conversation, having increased investment to just under £575m in the second quarter.
As inflation hits record highs, showing solidarity with shoppers, refusing to sacrifice innovation and following customer data closely could help brands survive.
The grocer’s CEO has confirmed customers are trading down to cheaper, own-brand products as the cost of living rises – but premium sales are holding up.
Reacting to news of an upcoming government campaign calling on businesses to divert marketing spend into cutting prices, marketers point out the function’s role as a “growth lever” for both businesses and the economy.
The taxpayer-funded campaign will encourage brands to divert marketing spend into cutting prices, with businesses introducing such measures invited to add the campaign name and logo to their branding.
Despite rising prices by 6% globally, the footwear brand is confident a strong DTC strategy and cultivating a “scarcity mindset” will keep consumers spending.
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.