Marketing Dive’s Post

KIND is injecting humor into healthy snacking with their new campaign, "All Kinds of Good." 🎉 Josh Gross, CCO of Energy BBDO said, “It goes for this category and it goes for advertising, more broadly speaking: Consumers could use a little more humor in how we come to life.” Read more below in this Marketing Dive piece!

Heinz is making a bold move against the excessively spicy food trend in its latest campaign, "Stupid Good, Not Stupid Spicy." The campaign aims to highlight its range of spicy ketchup products including Chipotle, Jalapeño, and Habanero flavors. It cleverly taps into the trend of extremely spicy foods (think "Hot Ones") while positioning Heinz as a flavorful and enjoyable alternative. The campaign features playful out-of-home ads in key cities and digital video ads across platforms like Amazon, The Trade Desk and various social media channels. This initiative, in partnership with Rethink, aligns with Heinz's newly established unified global brand platform, reinforcing its innovative marketing approach. Read more about it here: https://lnkd.in/eepb5-my #ElevateMyBrand #HeinzSpicyKetchup #HeinzCampaign #StupidGoodNotStupidSpicy #Heinz #HeinzKetchup #MarketingCampaign #StrategicMarketing #BrandingTips #MarketingNews

Snacking brands worldwide are trying to figure out how to be top-selling, relevant, eco-friendly and still tasty all at the same time. There is one brand, a family staple for some, that is determined to keep their mission the same, while adding new flavors to the snack conversation this season: Campbell Soup’s Goldfish.   To ensure continued success for Goldfish, Campbell’s held up a mirror to discover where they could improve to drive more sales. It was determined that there was not enough focus in two key areas - innovation and marketing strategically to the older consumer “who grew up with the brand”.   Now they want to specifically understand more what is “driving the consumer that has a ton of snacking options”.   On that front, there were three areas Campbell’s sought to drive change within for the Goldfish brand to increase sales and encourage consumption across multiple occasions:   1.   Providing consumers with different textures 2.   Bolder flavors 3.   More limited-time offerings   So far, Goldfish’s strategy is working, and the brand is one of the fastest growing snack brands in the US.   What are your thoughts on their approach? Do you think it will continue to drive added success for the Goldfish brand?   #mrx #cpg #innovation #consumerinsights https://lnkd.in/epkX6vcW

Fresh food plays a big role in store choice and makes a big contribution to profit margin. Does your communication to shoppers put enough focus on produce, protein and prepared foods? Here’s how to harness the combined power of your merchants, your marketers and your stores to support your most valuable departments. #freshproduce #protein #preparedfoods #retail #grocery #marketing #strategy

Fresh food plays a big role in store choice and makes a big contribution to profit margin. Does your communication to shoppers put enough focus on produce, protein and prepared foods? Here’s how to harness the combined power of your merchants, your marketers and your stores to support your most valuable departments. #freshproduce #protein #preparedfoods #retail #grocery #marketing #strategy

Heinz collaborated with Absolut resulting in 52% sales uplift and this limited edition pasta sauce overtook ketchup to become Heinz’s top-selling product. This launch sold more than 55 units per store per week compared to a category average of seven. What our brands should learn from international marketing practices? #heinz #marketingweek #consumerinsights #creativemarketing #brandmanagement

From permissible indulgence to seeking out fun experiences and experimentation, Gen Z are snacking different to previous generations. Coming in hot and fresh on The Dieline today, Vault49's Chloe Sacrè delves into the latest Gen Z consumer insights, identifies the snacking trends that are resonating, and shares three ways that snack brands can connect with the audience that everyone wants to sit with. Read it here: https://lnkd.in/ey8h3akd + an extra special shout out to Bill McCool, Nicole Prefer & Mek Frinchaboy for their collaboration on this article. Snacks are on us. . #genz #generationz #insights #strategy #brandstrategy #snacking #snackingtrends #trends #consumerinsights #designtrends #brands #branding #design #designstrategy #CPG

Famous Amos is altering the nearly 50-year-old cookie’s ingredients list again after an overhaul failed to resonate. The brand is redesigning the packaging and lowering the price of the treats. #food #foodindustry #CPG #marketing #foodmanufacturing #formulation #cookies #desserts #sweets #confectionery

Fresh food plays a big role in store choice and makes a big contribution to profit margin. Does your communication to shoppers put enough focus on produce, protein and prepared foods? Here’s how to harness the combined power of your merchants, your marketers and your stores to support your most valuable departments. #freshproduce #protein #preparedfoods #retail #grocery #marketing #strategy

You know a great source of potential #costsavings in #food? Look at all of your Product Improvement (PI, aka "Renovation") projects for the last 3 years. It's likely that some (or most) were an 'investment' that added costs and eroded your margins. Simple question - did the PI drive incremental growth? Adding more cinnamon to Cinnamon Toast Crunch? One of the most successful PI projects I know about. Adding $2 million of liquid butter to Betty Crocker ready-to-spread frosting. Zero grow after a couple of years, so we moved back to the old formula. Is it sometimes worth a shot at revitalizing a brand. Sure, but it has to be a general fit with your Consumers. #marginimprovement #cpg