Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- Food Brand Leaders
- Big name brands have almost universal appeal
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- Figure 1: Most widely used food brands, January 2015-January 2018
- Most used brands likely to build trust
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- Figure 2: Top ranking of brands in the food sector by agreement with “A brand that I trust”, January 2015-January 2018
- Heinz Soup leads the way on value…
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- Figure 3: Agreement with “A brand that offers good value”, by total usage, January 2015 -January 2018
- …while Heinz also leads on customer satisfaction
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- Figure 4: Top ranking of brands in the food sector by satisfaction (net of “good” and “excellent” reviews), January 2015-January 2018
- Heinz, Walkers and Cadbury are most likely to be ranked as a favourite brand
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- Figure 5: Top ranking of brands in the food sector by agreement with “This is a favourite brand”, January 2015-January 2018
- Food Brand Personality Traits
- People are prepared to pay more for brands that they’re proud to be associated with
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- Figure 6: Key Driver Analysis – strongest average positive correlation factors with “A brand that is worth paying more for” across all food brands, January 2015-January 2018
- The value of constantly refreshing product ranges
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- Figure 7: Top ranking of brands in the food sector by agreement with “A brand that is innovative”, January 2015-January 2018
- Ethnic foods create authenticity
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- Figure 8: Top ranking of brands in the food sector by agreement with “authentic”, January 2015-January 2018
- Classic British brands score highly on tradition
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- Figure 9: Top ranking of brands in the food sector by agreement with “traditional”, January 2015-January 2018
- Treats = taste
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- Figure 10: Top ranking of brands in the food sector by agreement with “delicious”, January 2015-January 2018
- Natural brands unlikely to compete purely on taste
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- Figure 11: Agreement with “natural”, by agreement with “delicious”, January 2015-January 2018
- Health and Wellbeing in Food
- Ryvita tops the list of healthy brands
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- Figure 12: Top ranking of brands by agreement with “healthy”, January 2015-January 2018
- Perceptions of healthiness are influenced by a brand’s competitor set
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- Figure 13: Top ranking of brands by agreement with “unhealthy”, January 2015-January 2018
- Brands reformulating for health reasons
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- Figure 14: Proportion of new product launches in the food sector carrying health claims, by leading brands in 2017, 2014-17
- Food Brand Ethics
- Little link between recent usage and ethics
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- Figure 15: Agreement with “ethical”, by eaten in the last year, January 2015-January 2018
- Unethical perceptions are fairly rare…
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- Figure 16: Top ranking of brands in the food sector by agreement with “unethical”, January 2015-January 2018
- …but brands are still showing a greater focus on ethics
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- Figure 17: Proportion of ethical claims across new product launches in the food sector, 2014-17
- Adspend in the Food Sector
- Total adspend in the food sector declines
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- Figure 18: Total above-the-line, online display and direct mail advertising expenditure in the food sector, 2014-17
- What we think
Food Brand Leaders – What You Need to Know
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- Big name brands have almost universal appeal
- Most used brands likely to build trust
- Value works in tandem with usage
- Satisfaction level with other sectors
- Heinz, Walkers and Cadbury are most likely to be favourite brands
Brand Usage
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- Big name brands have almost universal appeal
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- Figure 19: Top ranking of brands in the food sector by overall usage, January 2015-January 2018
- Treat brands able to brush off health concerns
- The biggest brands have good longevity
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- Figure 20: Top ranking of brands in the food sector by usage in the last 12 months, January 2015-January 2018
Brand Trust and Quality
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- Most used brands likely to build trust…
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- Figure 21: Top ranking of brands in the food sector by agreement with “A brand that I trust”, January 2015-January 2018
- …but there are exceptions to the pattern
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- Figure 22: Agreement with “A brand that I trust”, by total usage, January 2015-January 2018
- Filippo Berio stands out for quality
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- Figure 23: Top ranking of brands in the food sector by agreement with “A brand that is consistently high quality”, January 2015-January 2018
Brand Value
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- Value works in tandem with usage
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- Figure 24: Top ranking of brands in the food sector by agreement with “A brand that offers good value”, January 2015-January 2018
- Trade-off between price and taste in chocolate
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- Figure 25: Agreement with “A brand that offers good value”, by total usage, January 2015-January 2018
- Quality helps to offset lack of perceived value
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- Figure 26: Agreement with “A brand that offers good value”, by agreement with “A brand that is consistently high quality”, January 2015-January 2018
Brand Satisfaction and Recommendation
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- Satisfaction equal with other sectors
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- Figure 27: Top ranking of brands in the food sector by satisfaction (net of “good” and “excellent” reviews), January 2015-January 2018
- Satisfaction generally leads to recommendation
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- Figure 28: Top ranking of brands in the food sector by likely recommendation, January 2015-January 2018
- Genius’s niche positioning may impact recommendation
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- Figure 29: Likely recommendation, by satisfaction (net of “Good” and “Excellent” responses), January 2015-January 2018
Brand Preference and Differentiation
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- Heinz, Walkers and Cadbury most likely to be people’s favourite brands
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- Figure 30: Top ranking of brands in the food sector by agreement with “This is a favourite brand”, January 2015-January 2018
- Walkers and Cadbury edged out on differentiation
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- Figure 31: Top ranking of brands in the food sector by differentiation (net of “It’s a unique brand” and “It’s somewhat different from others”, January 2015-January 2018
Food Brand Personality Traits – What You Need to Know
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- Generating pride could influence perception of worth paying more for
- Investment in NPD pays off in terms of consumer perceptions
- Ethnic foods create authenticity
- Treats = taste
- Natural brands unlikely to compete purely on taste
Brands Considered Worth Paying More For
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- Quality and standout contribute towards a willingness to pay more for a product
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- Figure 32: Top ranking of brands in the food sector by agreement with “A brand that is worth paying more for”, January 2015-January 2018
- Generating pride could influence consumer perceptions
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- Figure 33: Key Driver Analysis – strongest average positive correlation factors with “A brand that is worth paying more for” across all food brands, January 2015-January 2018
- Creating pride through caring about food
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- Figure 34: Lurpak “Game On, Cooks” campaign, September 2016
- Ben & Jerry’s aligns social causes with consumers
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- Figure 35: Ben & Jerry’s partnership with International Rescue Committee, October 2017
Innovative Food Brands
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- Innovative brands active in NPD
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- Figure 36: Top ranking of brands in the food sector by agreement with “A brand that is innovative”, January 2015-January 2018
- New variants influence Ben & Jerry’s innovative image
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- Figure 37: Examples of Unilever launches under the Ben & Jerry’s brand, 2017
- Other big name brands focus on NPD
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- Figure 38: Examples of new product launches from brands considered innovative, 2017-18
- Advertising and promotion as an innovator
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- Figure 39: New York Bakery Co. “The Woman Who Runs New York” campaign, September 2017
- Brands are defined by the past as much as the present
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- Figure 40: Examples of New Covent Garden Co. launches, 2017
- Being first to offer alternatives boosts image of Genius and Frylight
Authenticity and Tradition
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- Ethnic foods create authenticity
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- Figure 41: Top ranking of brands in the food sector by agreement with “authentic”, January 2015-January 2018
- Patak's demonstrates its history to promote authenticity
- Tilda combines authenticity with relevance
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- Figure 42: Tilda Super Grains launches, 2017
- Filippo and Napolina considered authentic
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- Figure 43: Salov’s launch of Filippo Berio 150th anniversary packaging, 2017
- Tradition as a British trait
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- Figure 44: Top ranking of brands in the food sector by agreement with “traditional”, January 2015-January 2018
- Geographical factors influence tradition
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- Figure 45: Colman’s and Ambrosia’s geographical citation on branding, 2018
- Past or present as a defining factor
- Dairy Milk uses advertising that links the past and present
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- Figure 46: Cadbury’s “A glass and half in everyone” ad campaign, January 2018
- Anniversaries present opportunity for building traditional image
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- Figure 47: Heinz and Ambrosia anniversary packaging, 2017
- Kellogg's Corn Flakes promotes universal appeal
Food Brands and Taste
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- Treats = taste
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- Figure 48: Top ranking of brands in the food sector by agreement with “delicious”, January 2015-January 2018
- Relationship between taste and comfort
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- Figure 49: Agreement with “delicious”, by agreement with “comforting”, January 2015-January 2018
- Indulgent imagery can create taste expectations
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- Figure 50: Agreement with “delicious”, by agreement with “indulgent”, January 2015-January 2018
- Healthy brands may lack perception of taste
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- Figure 51: Top ranking of brands in the food sector by agreement with “bland”, January 2015-January 2018
- Consumers also account for sophistication
Natural Food Brands
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- Breakfast cereals dominate brands considered natural
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- Figure 52: Top ranking of brands in the food sector by agreement with “natural”, January 2015-January 2018
- Natural brands unlikely to compete purely on taste…
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- Figure 53: Agreement with “natural”, by agreement with “delicious”, January 2015-January 2018
- …but “natural” and “healthy” go hand-in-hand
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- Figure 54: Agreement with “natural”, by agreement with “healthy”, January 2015-January 2018
- Shredded Wheat and Weetabix push natural as energising
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- Figure 55: Team Shredded Wheat at the British Touring Car Championship, 2017
- Burgen, Alpro and Flora use ingredient cues to denote “natural”
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- Figure 56: Alpro plant-based breakfasts, change a little, enjoy a lot, September 2017
- Teaming up with conservation organisations
Health and Wellbeing in Food – What You Need to Know
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- To be seen as healthy, well-being needs to be at the core of a brand’s proposition
- Different breakfast cereals considered healthy and unhealthy
- Brands reformulating for health reasons
- Risk of detracting from strength by reformulating
Healthiness in Context
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- Consumers looking to eat healthily
- Publicity promotes sugar and salt concern
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- Figure 57: Importance of factors when looking for healthy foods, November 2017
Brands Considered Healthy
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- Brands considered healthy make it a priority
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- Figure 58: Top ranking of brands by agreement with “healthy”, January 2015-January 2018
- Ryvita teams up with Davina McCall to boost weight loss connotations
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- Figure 59: Davina McCall teams up with Ryvita, January 2018
- Frylight and Special K proposition built on calories
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- Figure 60: Kellogg’s Special K product launches, 2017-18
- Breakfast cereals use wholegrains as a health cue
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- Figure 61: Examples of product launches from Weetabix, Shredded Wheat and Oat So Simple, 2016-17
- Brands contributing towards ongoing health and functionality
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- Figure 62: Actimel Stay Strong campaign, 2017
- Flora’s plant base helps indicate healthiness
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- Figure 63: Examples of Unilever launches under the Flora brand, 2017
Brands Considered Unhealthy
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- Breakfast cereals considered unhealthy
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- Figure 64: Top ranking of brands by agreement with “healthy”, January 2015-January 2018
- Expectations of brands play a vital role in how consumers view them
- Favoured brands unlikely to be thought of as unhealthy
- Kellogg’s undergoes product revamp
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- Figure 65: Public Health England response to Kellogg’s announcement to cut sugar, November 2017
- Pot Noodle’s image influenced by past campaigns
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- Figure 66: Pot Noodle #YouCanMakeIt Instagram Post, January 2018
- Brands considered less natural considered unhealthy
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- Figure 67: Agreement with “unhealthy”, by agreement with “natural”, January 2015-January 2018
- Cheestrings and Peperami attempt to boost natural image
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- Figure 68: Cheestrings and Peperami packaging calling out natural/healthy cues, 2017
- Natural connotations can help save brands from unhealthy associations
Brand Activity on Health
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- Brands reformulating for health reasons
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- Figure 69: Proportion of new product launches in the food sector carrying health claims, by leading brands in 2017, 2014-17
- Low/no/reduced fat and calorie launches slide
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- Figure 70: Examples of new product launches with low/no/reduced fat or calorie claims, 2017
- Low/no/reduced sugar claims grow
- Risk of detracting from strength by reformulating
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- Figure 71: Examples of new product launches reformulated with low/no/reduced sugar claims, 2017
- Free-from marks the biggest shift in launch activity
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- Figure 72: Examples of free-from product launches in the food sector, 2017
- Brands may be hamstrung by lack of taste perceptions
- Heinz seeks to remind consumers of health benefits
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- Figure 73: Heinz “Good For You Without Going On About It”, May 2017
- Dolmio shows the risk of highlighting health issues
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- Figure 74: Selected consumer perceptions of Dolmio, October 2014 and November 2016
Food Brand Ethics – What You Need to Know
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- Little link between recent usage and ethics
- Unethical perceptions fairly uncommon
- Contents of products appear more influential than packaging
- Product launches demonstrate higher focus on ethics
- Use of recycled materials is an opportunity to differentiate
Food Brands Considered Ethical
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- Food brands find it easier to highlight ethics
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- Figure 75: Top ranking of brands in the food sector by agreement with “ethical”, January 2015-January 2018
- Little link between recent usage and ethics
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- Figure 76: Agreement with “ethical”, by eaten in the last year, January 2015-January 2018
- Dorset Cereals supports conservation
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- Figure 77: Dorset Cereals’ Woodland Trust support on pack of Oat and Barley Porridge, 2018
- Green & Black’s launches its first non-Fair Trade bar
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- Figure 78: Examples of Mondelez launches with Cocoa Life accreditation, 2017-18
- Genius opens up product to disenfranchised
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- Figure 79: Genius post offering recipes for coeliacs on New Year’s Eve, December 2017
- The halo effect benefits big name food brands
- Walkers’ Britishness may make up for other flaws
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- Figure 80: Paddy McGuinness Tweet around Walkers’ sandwich flavours, September 2016
- Recyclable packaging can make a difference
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- Figure 81: Examples of recycling information on Quaker Oat So Simple, New Covent Garden Co. and Weetabix packaging, 2017
Brands Considered Unethical
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- Unethical perceptions fairly uncommon
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- Figure 82: Top ranking of brands in the food sector by agreement with “unethical”, January 2015-January 2018
- Unethical brands likely to be seen as unhealthy
- Contents of products appear more influential than packaging
Brand Activity on Ethics
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- Product launches demonstrate higher focus on ethics
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- Figure 83: Proportion of ethical claims across new product launches in the food sector, 2014-17
- Use of recycled materials is an opportunity to differentiate
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- Figure 84: Examples of product launches using recycled materials in the food sector, 2016-17
- Pringles unaffected by Recycling Association claim
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- Figure 85: Agreement with “unethical” for Pringles, November 2011-December 2017
- Brands target packaging to reduce manufacturing waste
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- Figure 86: Kooperatine Bendrove Grybai’s Auga launches in waste-reducing smart packs, 2017
- Figure 87: Examples of brands reusing by-products of manufacture, 2017
- Brands seek to tackle food waste
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- Figure 88: Oddbox Tweet promising fairness and fighting food waste, December 2017
- Driving sustainability programmes
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- Figure 89: Examples of brands highlighting waste-cutting initiatives on-pack, 2017
- Advertising can highlight the journey from farm to fork
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- Figure 90: Lidl’s #LidlSurprises campaign focusing on provenance of products, 2017
- Figure 91: Agreement with “ethical” for McDonald’s, KFC and Lidl, 2012 and 2017
- Frozen as a way to boost sustainability
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- Figure 92: Birds Eye “Forever Food Together” aims, 2014
- More brands enter frozen category
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- Figure 93: Saucy Fish Co. frozen fish launches, 2017-18
Promotional Activity – What You Need to Know
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- Total adspend in the food sector declines
- Retailers tend to be biggest spenders
- Top spenders enjoy positive brand images
Adspend in the Food Sector
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- Total adspend in the food sector declines
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- Figure 94: Total above-the-line, online display and direct mail advertising expenditure in the food sector, 2014-17
- Christmas period drives adspend
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- Figure 95: Total above-the-line, online display and direct mail advertising expenditure in the food sector, by quarter, 2014-17
- Retailers tend to be biggest spenders
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- Figure 96: Total above-the-line, online display and direct mail advertising expenditure in the food sector, by top advertisers for 2017, 2014-17
- Tesco increases adspend with Love Stories campaign
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- Figure 97: Tesco Love Stories campaign, 2017
- Top spenders enjoy positive brand images
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- Figure 98: Top brand adspend by company advertiser, 2017
- Walkers perpetuates strong image with ads
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- Figure 99: Walkers Max Strong Beer Magnets TV campaign, February 2018
- Lurpak and Kellogg’s Corn Flakes push strengths
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- Figure 100: Kellogg’s Corn Flakes advertising campaign, 2017
- Saucy Fish Co. uses advertising to promote itself
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- Figure 101: Saucy Fish Co. “Frozen Just Got Cooler” campaign, 2017
- Arla Skyr continuing to highlight its presence
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- Figure 102: Arla Skyr “The Judge” campaign, 2017
- Mondelez uses tech to personalise campaign for Belvita
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- Figure 103: Good Mornings start with Belvita campaign, February 2017
- Boosting indulgent connotations within confectionery
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- Figure 104: Adspend in the food sector, by category, 2017
- Figure 105: Lindt Lindor “In The Moment” campaign, November 2017
- Nielsen Ad Intel Coverage
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
Appendix – Brands Covered
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