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Posts from the ‘Media Post’ category

If there was any doubt that Starbucks is as much a media platform as it is a coffee shop, new stats from eMarketer should lay it to rest. Starbucks, not Apple, Google or Samsung, has the greatest penetration of proximity-based mobile application payments in the U.S.

This year, 23.4 million people ages 14 or older will use the Starbucks app to make a point-of-sale purchase at least once every six months, according to revised estimates released by eMarketer today.

That gives Starbucks a slightly dominant share of the U.S. mobile payments marketplace, just ahead of Apple Pay, Google Pay and Samsung Pay — a ranking eMarketer projects will remain in place through 2022.

“The Starbucks app is one of the bigger success stories in mobile proximity payments,” explains eMarketer forecasting analyst Cindy Liu. “It has gained traction thanks to its ability to tie payments to its loyalty rewards program. For users of the app, the value of paying with their smartphone is clear and simple—you can save time and money at the register, all while racking up rewards and special offers.”

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Coca-Cola and Colgate are the world’s “most chosen” fast-moving consumer goods (FMCG) brands, according to Kantar Worldpanel’s 2018 Brand Footprint report.

coca cola

Kantar researches how many households around the world are buying brands (penetration) and how often (consumer choice), to derive “consumer reach points” (CRPs). This year’s study was based on analysis of more than 18,000 food, beverage, homecare and beauty/personal care brands across 1 billion households in 43 countries (73% of the world’s population) during the 12 months ending November 2017.

Just 17 FMCG brands were chosen more than 1 billion times during the study period.

Coca-Cola, which was purchased 5.8 billion times (5.8 billion CRPs), retained its #1 ranking for the sixth consecutive year. The brand had 41.3% penetration, and an average-per-consumer purchasing frequency of 12.7.

Second-place Colgate had 3.9 billion CRPs, with lower per-consumer frequency (5.7), but higher penetration: 62%. That makes Colgate the only brand chosen by more than half of the global population.

Maggi, Nestlé S.A.’s international seasonings, instant soups and noodles brand, ranks third, with 24.9 CRPs, and is the fastest-growing Top 50 brand, with 14% CRP growth.

The other 15 brands with 1 billion or greater CRPs are, in order, Lifebuoy (23.8 billion), Lay’s (20.7), Pepsi (19.7), Nescafé (19.6), Indomie (18.2), Sunsilk/Sedal/Seda (18), Knorr (17.5), Dove (17.5), Lux (15.3), Nestlé (14.4), Sunlight (13.2), Downy (12.9), Palmolive (11.1) and Sprite (10.4).

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Landover, MD-based Giant Food has appointed RP3 Agency as the supermarket chain’s AOR following a formal review.

Giant Foods

The Bethesda, MD-based agency’s scope includes strategic research, creative development, and media planning. However, RP3 will not handle media buys at this time.

Giant Food spent $11.5 million on measured media last year, down from $19.4 million in 2016 according to Kantar Media.

The first work is scheduled to debut fall 2018, with RP3 Agency currently “in the research phase and will be unveiling the direction as the campaign unfolds,” says Jim Lansbury, cofounder-Chief Creative Officer, RP3.

One potential pivot will move the messaging away from the “centralized marketing model at the holding company level, to a more locally-driven model for each brand,” says Lansbury. “We’re ready to put our deep understanding of local audiences to work on their behalf.”

Giant Food’s portfolio includes 166 stores across Virginia, Maryland, Delaware and District of Columbia. Giant Food is the top supermarket destination for customers in the both the Washington and Baltimore markets.

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Coca-Cola and a team of agencies are launching the beverage brand’s “Share A Coke” summer promotion and campaign with several new innovations.

For the first time, “Share a Coke” name labels on 20-oz. Coke bottles are stickers. Fans peel off the stickers to reveal Coca-Cola’s Sip & Scan codes that instantly enter them to win prizes ranging from a free Coke to amusement park passes.

share a coke

“In years past, we’ve found that once the campaign ends, people want to hold on to a memory,” stated Jaideep Kibe, vice president, Coca-Cola Trademark, Coca-Cola North America.

The website lets visitors purchase personalized 8-oz. glass bottles as well as customize bottles with two lines of text, share “social postcards” with friends and family, and search to find their names in stores.

The beverage brand is also aligning with social media influencers as part of the Share Chair, an oversized armchair that doubles as a “shareable” vending machine. When two people sit together at the activation, personalized mini cans of Coca-Cola and Coke Zero Sugar are “vended” through the chair’s arms. Then, a strategically positioned camera captures the moment to provide fans with a photo and video that are intended to be shared on social media.

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