What's working in convenience foods

Global strategies, campaign updates and trends in convenience foods.
  • Adding digital channels to a TV campaign can increase effectiveness – for example, Heinz Baked Beans in Australia executed a multi-channel strategy to promote the sizes of its new cans.
  • Aligning with cultural festivities allows brands to create positive associations and prompt purchase, but consumers can feel bombarded by the huge volume of messages before events.
  • Packaging design can help differentiate a brand from its competitors – for instance, McCain branched into chilled potato products in the UK by using a design that translated its relevance in new areas....

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