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Many marketers asked about digital in the Food & Drink industry - so this training update focuses on those sectors with a library of links to our research, case studies, news and training tips.
Full stories and videos are on click through and if you have questions, simply mail us back.
Best from all the training team
Danny Meadows-Klue
President
Digital Training Academy
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Think about how you can use low cost videos to illustrate key steps within a recipe or professional techniques for common jobs such as slicing onions or peeling vegetables. To make these cost effectively use simple "soft studios" such as kitchens you already have built in the office, use non-celebrity chefs and host them on YouTube. Keep the videos short and quick to load so that a user can watch whilst they are preparing the recipe.
Lead with photos of the recipes rather than the brands. When people visit your home page you have a few moments to engage them. Sites should be consumer centric, and no matter how much we love our brands, the consumer benefit is in the great meal your brand is helping them make.
Remember all of the principles of taste-appeal in food photography? It's the same set of rules online, you just have more scope for using photos in the preparation phase as well as the final recipe.
Packaging is one of the most powerful advertising platforms you have - the core of your free 'owned' media. Find the highest volume SKUs and look for ways to incorporate the web address into those. You don't need to be on every product that ships, and to reduce supply chain costs, restrict the number of changes you're making to those that will have the greatest impact.
Use your packaging. In the FMCG industry it's one of the most powerful advertising platforms there is. But go further than just including the URL - give consumers a reason
to 'like' your brand. Show the value of the content updates you're creating and hint at the enjoyment they'll get. By landing this message on the packaging you're giving consumers a reason to believe, and a reason to like you.
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Back in the summer of 2012, Heinz promoted its new 'Five Beanz' range via a Facebook quiz offering the chance to win one of the five beans with their name engraved on it.
23/01/2013 | Full story...
Going beyond the usual 'like us a we'll give you a discount' tactic of many
brands, last year Heineken offered to inflate one green balloon in its office
for every new 'like' it got on its Brazilian fan page.
23/01/2013 | Full story...
 Kraft's 'Dinner, Not Art App' harks back to school days and macaroni art, making creative use of the way its Mac and Cheese brand is perceived in a positive and nostalgic light.
14/07/2012 | Full story...
 This marketing stunt from Cadbury involved a giant purple 'Joyville' branded train pulling into select stations across Australia, rewarding surprised commuters with an array of chocolate treats.
14/07/2012 | Full story...
 The Cadbury Dairy Milk UK Facebook Page reached a social media milestone when
it welcomed its one millionth fan on Saturday, January 7, 2012.
14/07/2012 | Full story...
 Many companies worry about how their brand is being talked about online as it is seems unpredictable and uncontrollable. This case study shows how Coca Cola encouraged conversations to happen about their brand with a multi-channelled digitally focused ad campaign full of relevant, engaging and viral content.
14/07/2012 | Full story...
 Back in 2008, Coca-Cola was faced with a declining market share in the UK teen market. This case study reveals how the drinks giant linked on-pack point codes to an engaging Coke Zone rewards website, boosting customer loyalty and becoming the most visited UK grocery brand site in the process.
14/07/2012 | Full story...
 This case study shows how Costa used Customer insights to transform the business via product development, loyalty schemes and marketing campaigns.
14/07/2012 | Full story...
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Connected devices have become a way of life for many, but shoppers are
digitally engaged to varying degrees depending on the products they buy,
according to new research from Nielsen.
04/09/2012 | Full story...
Online shopping for food and beverages is on the rise, with 61% of global
online consumers using the web to research their grocery shopping, with 44%
intending to spend more online during the past 2 years, according to a study.
01/10/2012 | Full story...
Online orders for pizzas beat phone purchases at Domino's for the first time
this month, as more than half of deliveries were bought via its website or apps.
27/09/2012 | Full story...
US TV network ABC is to broadcast a cooking show that began as part of YouTube's "Original Channels" initiative, the first such deal to take a YouTube-funded program to national TV. Watch a sample video here:
28/09/2012 | Full story...
Consumer packaged goods (CPG) brands can experience a return of almost three
dollars in incremental sales for every dollar spent in online advertising that
has been precisely delivered using purchase-based information, according to new
research.
29/05/2012 | Full story...
Cadbury's "Chocolate Charmer" online advertising campaign provided ROI almost
4 times higher than their TV campaign.
14/07/2012 | Full story...
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Swapping electronic Apples for edible ones, this commercial from Carlsberg brand Somersby Cider has become a YouTube hit, racking up over 1 million views within a week and plenty of social media shares. 02/04/2013 | Full story...
Drinks brand Red Bull has launched a new scheme to promote music technology start-ups in the UK. The campaign has gone live accompanied by a video featuring Dave Haynes from Soundcloud, Ghostpoet, Asi Sharabi from Sidekick Studios and David Bartot from Red Bull talking about the pitfalls of starting a business in the music industry, and how Red Bull can help amp up their customer base.
11/04/2013 | Full story...
Amid growing uncertainty about the origin of mass-produced food, this timely McDonald's app turns users iPhone's into an ingredient tracker.
13/02/2013 | Full story...
Skittles has become known for their off the wall advertising, but this new
Australian ad boggles the mind (quite literally).
14/01/2013 | Full story...
Dutch beer giant Heineken went social with this campaign, challenging two men
to meet someone from every country in the world in one city, Amsterdam - all with
a little help from Facebook volunteers of course.
10/01/2013 | Full story...
Coca-Cola launched its largest digital effort ever this year with its "Move
to the Beat" campaign for the Summer Olympics across 100 countries.
09/01/2013 | Full story...
US flavoured milk brand Oak claimed it had been 'inundated with fans complaining they couldn't buy
their product in their local stores. In response, parent company Parmalat staged
a series of 'reverse robberies' and posted the results on YouTube and Facebook.
20/11/2012 | Full story...
This interactive YouTube video forms part of John West's latest £6m marketing
efforts to showcase its ethical fishing practices.
08/11/2012 | Full story...
In honour of Felix Baumgartner's landmark skydive from the edge of space,
Nestle sent a Kit Kat bar into the ether with a video camera.
24/10/2012 | Full story...
To promote its drink in Sweden, V Energy ran a risqué campaign that invited
friends to swap Facebook profiles for an hour.
11/10/2012 | Full story...
Nestle has launched a (slightly creepy) new promotion for its Kit Kat, Yorkie
and Aero bars, embedding GPS trackers in select bars, with the promise to track
down the buyer within 24 hours to deliver a £10,000 prize.
24/09/2012 | Full story...
How do you make a low budget online campaign for a brand that has awareness
of 4%?
14/09/2012 | Full story...
This iPad app and video campaign from Kraft harks back to school days and
macaroni art.
16/07/2012 | Full story...
This heart-warming video from Coca-Cola continues the beverage giant's
'Happiness' brand message, turning the negative perception of security cameras
into something much more positive - boosting customers perception of Coke in the
process.
12/07/2012 | Full story...
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Tesco has launched an online Easter egg hunt, using Google Street View technology to allow players to explore their local streets to find virtual Easter eggs. 25/03/2013 | Full story...
Google has revamped its shopping tool in Europe and beyond with a new service called 'Product Listing Ads', as the web giant looks to extend its hugely successful AdWords model to the world of ecommerce.
Watch this 'Hangout' video from Jon Venverloh, Senior Manager-Google Shopping, offering a guide to creating and optimising product listings on Google.
14/02/2013 | Full story...
Google will start paying Apple up to $1 billion a year for the right to the be default search engine on iPhones, iPads and the iPod touch, according to a news report.
13/02/2013 | Full story...
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www.DigitalStrategyConsulting.com/intelligence/fmcg-digital-marketing/food-beverage
Ecommerce is a permanent shift in the behaviour of consumers and organisations. As it crosses its tipping point in each market, it creates a new structure for how the ecosystem works, so smart firms are using the new approaches to connect differently with suppliers and customers, boosting sales further through optimisation, ratings and reviews.
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This chart shows the global averages of online browsing behaviour by grocery
shoppers. The most popular daily behaviours include conducting research (37%)
and providing feedback about a grocery category via social media (33%).
18/10/2012 | Full story...
BBC's GoodFood website will start linking ingredients directly to Tesco, in a
deal inked between the broadcaster's commercial worldwide arm and the
supermarket giant. 15/02/2013 |
Full story...
Google has bought ecommerce marketing firm Channel Intelligence for $125m,
the the internet giant looks to boost its online retail presence.
07/02/2013 |
Full story...
Nick Holzherr, a runner-up from last year's Apprentice final has launched an
online food app, based on his losing business plan from the BBC show.
15/01/2013 | Full story...
Supermarket Morrisons is planning an online food as part of a "modernising"
drive to recover from poor Christmas sales.
09/01/2013 | Full story...
A new survey indicates that brand marketers need to reach shoppers before the
store as consumers actively seek promotions when planning their weekly shops.
14/12/2012 | Full story...
Rising food prices are having the greatest impact on global consumer's choice
of grocery purchases, with more than half (52%) stating higher prices are a
major influence, according to new research.
30/08/2012 | Full story...
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This chart depicts each industry's average content engagement rate compared
with their average number of Facebook fans. Engagement goes beyond simple
'likes' and looks at fans commenting and interacting with branded content.
18/07/2012 | Full story...
This chart depicts the top 20 brands in terms of Facebook fans in the food
and beverage sector.
18/07/2012 | Full story...
Last Christmas, Nutella ran a cross-platform ad campaign in Germany, mixing traditional and new media spend, including TV and Facebook. This case study looks at how the Facebook campaign generated more sales than TV ads for the food brand.
06/11/2012 | Full story...
Dutch premium beer brand Grolsch has worked with LBi to launch a revamped global web presence grolsch.com, a Facebook hub aimed at joining up Grolsch's digital and social content designed for sharing across multiple platforms.
06/09/2012 | Full story...
Online trade body the Interactive Advertising Bureau (IAB) Australia has
criticised a regulator's decision to hold advertisers responsible for content on
social networks. 15/08/2012 | Full story...
Australian advertisers are staging a fight back over a new ruling that
classes Facebook fan comments as advertisements- making brands liable for an
offensive comments made on their pages. 09/08/2012 | Full story...
Companies with Facebook profiles will be accountable for comments made by the
public on their pages, following a ruling by an advertising watchdog in
Australia. 07/08/2012 | Full story...
United Biscuit's cake and biscuit brand McVities has launched a 'Bring Out
The Cake' campaign, designed to get Facebook fans sharing coupons to promote the
brand's cake range. Watch the YouTube ad here:
18/07/2012 | Full story...
In early 2010, Unilever launched a campaign on Facebook to distribute samples
of its new Marmite Cereal Bar and to drive awareness of the new product. 14/07/2012 | Full story...
Ahead of the Cricket World Cup 2011, PepsiCo India used Facebook's video ad
formats to closely engage with target audiences.
14/07/2012 | Full story...
Coffee house chain Barista used Facebook to create awareness of its seasonal
'Hawaiian Summers' menu, encouraging users to engage with the brand. 14/07/2012 | Full story...
Lacta Chocolate's Facebook App made smart use of social media, boosting brand engagement and tripling their fanbase
in the process. 14/07/2012 | Full story...
Heinz used a Facebook App to allow users to send friends personalised soup
tins, with messages appearing below the iconic brand. 14/07/2012 | Full story...
Just days before the most anticipated initial public offering in history, new
data looks at how powerful the 901 million-member Facebook platform is for big
brands looking to expand their global footprint and penetrate emerging markets.
16/05/2012 | Full story...
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Enterprise software provider Falcon Social has completed the rollout of its social media marketing platform across 44 countries for brewery group, Carlsberg.
11/04/2013 | Full story...
With the Institute of Promotional Marketing (IPM) having recently announced new guidelines for running promotions on Facebook, Coupons.com provides its five top tips for FMCG brands looking to engage with their customers through a social media coupon promotion.
10/04/2013 | Full story...
Social media's ability to boost sales has come into question this month, with one of the world's biggest brands claiming that online buzz from the likes of Facebook and Twitter has little impact of brand sales. 25/03/2013 | Full story...
When Domino's employees were caught on YouTube defiling a pizza, the company took less than 3 weeks to claw back a 22% drop in customer sentiment. 22/03/2013 | Full story...
Last month, whisky brand Maker's Mark reduced its alcohol proof from 90% to
84%, sparking outcry as customers flocked to Facebook and Twitter to discuss
'watered-down whisky' and switching to rival brands.
06/03/2013 | Full story...
Supporting the theory that 'there's no such thing as bad publicity', this infographic from Synthesio looks at the statistics behind this week's Burger King Twitter hack - and how the fast food chain got 30,000 new followers in just one day.
22/02/2013 | Full story...
Burger King has become the latest high-profile brand to fall prey to hackers, as its Twitter account was hijacked, resulting in its logo being switched to McDonalds and a tirade of offensive tweets being sent out to its followers.
20/02/2013 | Full story...
Luxury ice-cream brand Magnum is working with Coupons.com to run a Twitter campaign promoting its new pleasure pots, offering free ice-cream to the first 5,000 respondents.
15/02/2013 | Full story...
A 35 minute power outage on the pitch at this Sunday's Super Bowl XLVII led to a surge in traffic on social media, while Twitter thrashed Facebook in terms of advertising buzz, according to new figures.
05/02/2013 | Full story...
Volvic has launched a new campaign seeking talented bloggers, photographers and social media 'addicts' to form 'Team Volcanicity' and represent the brand online.
23/01/2013 | Full story...
Despite Starbucks having eight times the number of central London outlets, the chain secures less Facebook check-ins on average than rival coffee group Costa, according to new research.
23/08/2012 | Full story...
Cadbury has launched a new social media campaign for Wispa, celebrating 'Time Well Mis-spent'
with a new competition.
13/07/2012 | Full story...
Frozen food retailer Iceland has embraced social media as part of its new 'My
Iceland' marketing campaign to generate customer feedback about their in-store
experiences.
13/07/2012 | Full story...
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Julian Smith considers the growing buzz around the 'viewable impression' metric and reasons why for most in the industry it seems like a natural step in the evolution and growing maturity of online advertising.
Full story...
There has been moderate global growth in advertising spending, but fast-moving consumer goods (FMCG) companies are bucking the trend by investing far more than other sectors, according to new research.
05/02/2013 | Full story...
This chart shows the growth in percentage of ad spend by sector. Telecommunications saw the largest growth since 2011 (6.6%). Both Durables and the Healthcare sector reported decreases in ad spend for 2012 with-3.5% and -0.4%.
13/02/2013 | Full story...
This chart shows the ad spend market share for 11 sectors. FMCG ad spend contributed to over a quarter of all ad dollars spent over the analysed period (25.1%). The sector with the lowest overall share was clothing and accessories with 3.3%.
13/02/2013 | Full story...
Food brand Dr Oetker has teamed with Coupons.com to run a new campaign to promote its Chicago Town pizzas both on-pack on online.
22/01/2013 | Full story...
Two FMCG giants, Coca-Cola and Unilever, have signed up to research agency Millward Brown's 'facial coding software' to measure the impact of their advertising.
21/01/2013 | Full story...
14/07/2012 | Full story...
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Unilever Ireland is running a new 'on pause' video ad campaign for its Lyons Tea brand in Ireland- triggered every time a user pauses their video player on the RTE website.
18/02/2013 | Full story...
Google is testing a new shoppable video format on YouTube, letting viewers click on products and text displayed in video. Watch a video demonstration from Juicy Couture below:
12/12/2012 | Full story...
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Mobile ads now account for 10% of all digital spend in the UK, growing by a massive 148% compared to last year, according to the latest figures.
10/04/2013 | Full story...
73% of mobile searchers trigger additional actions and conversions. This data shows that the most popular action after conducting a mobile search is to continue researching (36%). However, 25% of the searches conducted resulted in a visit to a retailer's website. Conversion from a mobile search accounted for 17% of the 6,000 sample searches analysed.
22/03/2013 | Full story...
PayPal is testing an app-based checkout system in McDonald's restaurants in
France, as the online payments system looks to secure pole position is the
increasingly important mobile payments sector.
22/08/2012 | Full story...
Bacardi and Novus Leisure, the owners of the Tiger Tiger nightclub chain, have partnered with mobile marketing agency Sponge to run an in-bar mobile QR code promotion offering 2 for 1 Bacardi Mojitos.
05/07/2012 | Full story...
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Coca-Cola has made a foray into advergaming with their new title, Crabs &
Penguins.
14/07/2012 | Full story...
Savoury snack maker Tohato used mobile internet and QR codes on packaging to
launch two new flavours and create a buzz in Japan.
14/07/2012 | Full story...
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