After posting strong Christmas trading results this week, the UK’s major supermarkets are pledging to keep their prices low this year even in the face of dramatically rising costs, driven by inflation, higher wages and the cost of living crisis.
After a bumper two years, which saw the brand attract millions of new customers, Birds Eye is on a mission to ramp up innovation across new product lines and renovate core products as shoppers “rekindle” their love of frozen food.
Despite praising its marketing efforts, the business’ revenue sunk 8.5% from £155.9m to £142.6m, as the reopening of non-essential retail in April brought with it further competition for Moonpig’s online service.
As we look ahead to 2022, Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles. We are flagging what we think you should be spending your time and money on – and why, but equally it is a commitment from us to focus on these topics next year.
With the roll-out of its media and insights platform this week, Tesco has expanded into a rapidly growing space for retailers which will offer brands the opportunity to better understand and target customers.
The online fitness giant’s first permanent store will dedicate less space to selling clothing apparel and more to customer experiences, as it builds out an “ecosystem of touchpoints”.
In one of retail’s toughest years, Currys PC World turned to YouTube to rapidly scale awareness of its ShopLive online service and then supercharge the efficiency of credit customer acquisition through Trueview for Action.
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.
After running a number of experiments during the pandemic, Coca-Cola is planning to drive growth with a new direct-to-consumer ecommerce platform and stronger B2B relationships.
Whitley Neill is betting on the strength of its flavour innovation and a £5m campaign to help the brand stand out in the crowded gin category.
Describing itself as a “fabric of the nation brand”, Pukka is shifting away from its heartland in pies into sausage rolls, slices and pasties in a bid to drive relevance and incremental sales.
At a Festival of Marketing virtual roundtable, marketers acknowledged direct-to-consumer sales could be a boon to brands as shopping behaviour shifts, but the offerings need to be relevant and add value for consumers.
Brand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.
In addition to launching a Mastercard sound and taste, the brand has now unveiled a Mastercard smell, all of which is helping it to elevate the brand’s status, says Raja Rajamannar.
As it becomes an aggregator of competitor content, Sky’s new streaming TV is creating a whole new product category, marketing director Sunny Bhurji says.