Michele Oliver, Mars’ vice-president for marketing, may still cite the TV campaign (TVC) as the best way to reach her brand’s mass market, yet she’s ready to sacrifice a portion of her budget on the altar of innovation, experimentation and creative risk. Is production willing to do the same? Oliver admits that, on the whole, she … Continue reading Mars is ready to take more risks when it comes to content – but is the production industry?
After quietly rolling out a digital publication earlier this year, Grindr is making its push into digital media official today with the launch of lifestyle site Into, which it hopes will attract ad dollars from brands looking to advertise around LGBTQ content. Into launched in March as part of a move to broaden Grindr’s brand … Continue reading Halo Top Ice Cream and FX Are the First Brands to Back Gay Dating App Grindr’s New Digital Magazine
Ten years ago, newcomer Chobani was excited when a small Long Island grocer became the first to stock its Greek yogurt. Then came another. And another. Now, as a $1.5 billion giant with the country's single leading yogurt brand, Chobani wants to dominate even further and unseat Dannon as the largest U.S. yogurt maker. To … Continue reading Chobani Refocuses Marketing and Sales Around Demand Creation
Brand Goes the Cute Route to Tell Its History https://www.youtube.com/watch?v=EMIzULr0ILQ Annie's, the packaged food maker known for kid favorites such as organic macaroni and cheese, is out with its first TV campaign, which gives a brief history lesson on the rise of organic foods. "Thirty years ago, kids ate what was yummy and moms didn't … Continue reading Annie’s Foods Come Alive in Brand’s Whimsical Broadcast Debut
Fans Are Divided Over Surreal Stop Motion Film. https://www.youtube.com/watch?v=OJ7Jsd0yCLQ Channel 4's acquisition of "The Great British Bake Off," one of the U.K.'s top-rated TV shows, was not without controversy -- three out of the four hosts left as a result, and fans remain skeptical about new hosts including surreal comedian Noel Fielding. The broadcaster has a … Continue reading Baking Ingredients Sing to Paul McCartney in Channel 4’s ‘Great British Bake Off’ Trailer
Tough feedback is a way for a brand – especially in the hyper-competitive category – to improve. However, the trials and tribulations of McDonald’s, for example, offer a glimpse into the razor-thin line between contributing to culture and simply co-opting it in awkward ways.
Scripps Networks has announced the first three of what it says will be 40 or more "digital lifestyle experts" hired to help fill a growing need for ad-generating digital content in food, home, travel and other genres -- and maybe find future stars for Food Network, HGTV, Travel Channel and its other TV networks in the process.
Inspired by 1940s melodramas, the campaign from Now tells the stories of intimate affairs between toppings and bagels through romantic storytelling, in a bid to position the bagel as a summer sandwich. Briefed with showing 'what summer looks like on a bagel,' the novels, which will appear as print executions, are entitled ‘A Strawberry Seduction’, ‘An Avocado Affair’ and ’The Burger Infidelity’.