Andrew Barraclough

Wondering what consumers actually want when they talk about sustainability in the grocery sector? Our latest Grocery Eye report has some of the answers. But not all of them, I won't lie, it is complete topic! #Savanta #GroceryEye #Sustainability #MakeBetterDecisions #Supermarket #fmcg

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With the recent headline inflation numbers looking solid, and retail sales returning to growth in May after the April slump, you have to wonder whether the positive streak for confidence will continue next month, even with the Tory narrative of "see, you can trust us with the economy" feeling more than just a little out of touch (and unlikely to be enough to get them back in power). Consumers do like certainty, and this week's BoE hold reinforces that, with fears of worse mortgage pain to come undoubtedly quelled. But brands and retailers should be careful not to equate this result with people feeling positive overall - it is more like they are less negative. There remains a long way to go I suspect before consumers will be happy to spend more freely again, with the major purchase index barely changed from 12 months ago at minus 23. High interest rates makes savings an appealing place to put any spare money, so as long as interest rates remain high, consumers with debt and consumers without will respectively have barriers and motivating drivers to keep hold of their money.

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Attention brands on a premiumisation journey within your portfolio! In my latest paper written in collaboration with Effie UK, we have explored evolving Aspirations and what it means today. We are shifting away from a view of affluence that is associated with perfection, heritage, and hierarchy to a different articulation of affluence defined by action and authenticity. Concrete Effie case studies to bring the learning to life include TUI, DFS and Vodafone with expert commentary from Toby Horry, Maria Koutsoudakis and Mark Sng. Check out this latest paper in the Dynamic Effectiveness series along with the other three which tackle gender portrayal, the empathy gap and Nostalgia in advertising (link in comments). #Ipsos #EffieUK

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In the face of legislative pressures and evolving consumer preferences, innovation has become essential in the UK #FMCG sector. Worldpanel by Kantar data found that in 2023, #innovation contributed to over 11% of sales and drove 43% of growth for leading brands. Despite a challenging market, sectors such as beverages and pet food are at the forefront of innovation, attracting high spenders and boosting consumer satisfaction and retailer performance. Jackson Woods dives into how top brands are navigating this landscape. Read the full article to learn more: https://lnkd.in/eaRfncxa

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Bring in the Carlsberg… I loved these clever, feast-for-the-eyes ads back in the day! So much so that I designed a whole Carlsberg exercise for our brand discovery workshops. So how does it work? The idea is to trigger limitless, blue-sky thinking, asking… if Carlsberg was running your business how would ‘they’ do things? We brainstorm all kinds of exciting and whacky ‘no limit’ solutions to surprise and delight your clients. Then we categorise these into a) doing already, b) possible in the near future, c) needs a long runway, and d) pie in the sky, always. The ‘A’s probably shouldn’t have made it onto the board, but we need to start somewhere. ‘B’s and ‘C’s have buckets of potential – especially if they fit with your vision and values and help to strengthen your unique value. Even ‘D’s are worth more investigation – ‘Okay in its current form this idea may defy the laws of physics, but what could we achieve that’s close?’ And, then when you have a final cut of powerful contenders, you need to speak to Dr Chris Endersby about the RICE model. So you can assess each idea on its Reach, Impact, Confidence, and Effort before making any business-changing decisions. ‘Surprise and differentiation have much more impact than noise.’ said Seth Godin. I couldn’t agree more. In fact, it's probably the best business tip in the world! 😉 https://lnkd.in/ernsEpSa #BrandDiscovery #BlueSkyThinking #BrandWorkshops #LimitlessIdeas #BrandDifferentiation #Firestarter

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A MUST READ article by Tom Roach 👇 - for anyone investing in Brand building and want to make a bigger impact. - and needs to tackle a real need for 'fresh consistency' in their creative. This expertly brings together the latest empirical data from System1 and Dr Grace Kite and the magic numbers team to tackle the issues of media and creative fragmentation - concluding with sage advice to... AIM HIGH : 1/ High CONSISTENCY - clear brand codes that are strictly adhered and can flex to speak in the brand voice, but with the grammar for the media platform. My build to this is a simple, well understood positioning in the consumers' minds. - eg: think KITKAT = BREAK 2/ High VOLUME - a creative eco-system that can generate 'fresh consistency' and the volume of content required over time and platforms from a strategic idea that brings to life the positioning. 3/ High FITNESS on the platforms - your creative and creator team need to understand deeply the platform they are working with and generate content that is fit for both the strategic idea and the platform.

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A snapshot of the fabulous Coco at AURA Insight explaining brat, the importance of generational trends and how brands tap into them, successfully or otherwise. Needless to say, she #slayed. #aura #generationalinsights

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Driving saliency with strong and consistent creative copy is key to predisposing more people to buy your brand. Furthermore, optimising your creative copy, to do this more successfully, is now considered a “no-brainer” by many leading marketing experts.  Learn about the very real benefits of optimising your creative copy from Kantar’s acclaimed Blueprint for Brand Growth and why it is now considered a strategic priority   https://lnkd.in/gv6BhQN2   #TheBlueprintforBrandGrowth #OptimisingisaNoBrainer #KantarNZ

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This paper is also interesting for people working in ‘digital business transformation’ when the need to effect change means selling in a 3 year programme where 1) the costs are in often in FY1 + 2 and the benefits in later years 2) the need to show impact fast for reporting cycles and the agony of QBR prep 3) stakeholders at all levels hedging their bets & wondering if they will still be around to see [any] positive impact. The brand world could learn from the DBT business case and consulting toolkit just as DBT can learn from this.

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The simple question is – Do brands deliver on what they promise? We do know there is a considerable effort and investment in marketing and comms activations when brands try to convince consumers of efficacy, benefits, usage and application in daily lives but when it comes to consumers experiencing the brand from their first real engagement in-store or online to actually using or consuming it in physically, there is a difference in what is promised and what consumers experience rationally and emotionally. This is The Experience Gap. Read more to see our view at Focus Insights on narrowing this gap and supporting brands to come as close as possible to consumer’s expectations. I am excited to be part of Unmtchd. vision to empower marketers in crafting brands that shake the world. Thanks to Unmtchd. for hosting this article as one of their first editorial posts. Deane Hubball Gary Seaman Sugandha Verma Neil Moody Oana Leonte 💬Christina Egerstrom Sharon Bhandal #fmcg #cpg #usageexperience #consumerexperience #therealjourney https://lnkd.in/eQNRNwS3

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What goes into the development of a great execution that people love and that heroes the brand? I had the pleasure of chatting to Christine Turner, one of the creative directors at BBH London behind the Weetabix ad (The weetabix discovery) which was our AdMiration ad for last week to unpack all the big and small moments, the craft, creativity and detailed process as well as the insights involved in landing such a success. You can watch the full video in comments, or just enjoy this clip. #consumerinsights #creativeandeffective #effectiveadvertising #advertising #marketresearch

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💡 🍔 There isn't a recipe for the perfect ad, but there are common ingredients. MmmmmmmmmmcDonald's deliciously good campaign crafted by the Master Advertising Chefs at Leo Burnett UK is a fantastic example of how to get this right through brand and strategic centric creativity. It's a brilliant example of how the 'creative magnifier' works in practice. 🍔💡 😄😆 The distinctive, entertaining and humorous way of dramatising how delicious McDonald's classic burgers makes a powerful connection with the audience. In the facial coding below you'll see that the 'mmmmmming' triggered by the deliciousness of the burger really makes people smile, as reprise of the 'I'm lovin' it' in a mmmm styley. It achieves this on repeat viewing - the hashed line - not just the first time the audience watches it. The ad's ability to evoke emotional reactions on people's faces lands in the top 9% of all ads! As one person put it "I thought the humming was quite amusing and showed how the character was getting carried away with the new taste experience." 🍟 🔐 This is an ad that could ONLY BE for McDonald's. Branding is in the top 2% of all UK ads. Brand cues - all those distinctive brand assets (and there are many of them!) that help you know which brand this ad is for - play an important role, but people also strongly believe that the impressions in this ad could only link to McDonald's. The 'mmmmmmmmm' itself plays a clever role in ensuring this is the case. For example this person said that branding is supported by "the iconic M all over packaging, graphics and the whole mmmm theme of the advert". This is also hugely important when it comes to memory structures. The ad falls in the top 5% for brand focus, this is where branding being supported by the brand being linked to creative magnifier, the part of the ad that people are most likely to remember. In this ad the creative magnifier - the 'mmmmm' also links to the 'new news' from the brand that the improved recipe means McDonald's burgers are now even "humyummmmmmmier". 💞💪🤲 The campaign includes another ad that showcases the detail 'how' the burgers have been improved. People love the combination of these two ads, not only does it strengthen takeout and credibility of the message, it also increases how much people like the campaign and it even makes it clearer which brand is featured. Although the creative connection between the ads could be more obvious, the combination of the ads is stronger than one in isolation. 🤲💪💞 Lindsay Gorton-Lee and Tom Lees are unpacking the secret sauce behind McDonald's strategy, how it has been successfully brought to life across all brand encounters and what that has led to in terms of brand outcomes tomorrow morning (23rd). Do join it will be really informative, inspiring and fun. Link in comments. Andrew Long Hannah Pain Mike Treharne Matthew Reischauer Ben Hooper Joe Miller James Millers Stavros Gkavalias Ph.D. Tom Sussman Angela D'Uva Fainareti Schortsaniti

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It's true when the say opposite's attract...... One of the successes in brand collaborations we're loving at the moment is The North Face x Guccio Gucci S.p.A. partnership. Both brands attribute their success to a natural partnership founded on shared values of adventure, freedom, respect for nature, and, above all, the spirit of exploration. For a collaboration to thrive, it must align with the fundamental values of both brands, ensuring authenticity. When brand values resonate, it fosters a genuine and meaningful connection between loyal customers and a compelling marketing message. Send us a message to find out how we can provide the research to help find you a compatible partner your customers will love, to enhance, expand and diversify your business. #MRX #MarketResearch

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Download this plain speaking brief, written for MDs, Directors and Owners of mid-cap SMEs who don't have a Marketing Director but need marketing to drive growth in new markets or sectors. It'll help you consider the state of your marketing now, where you need to take it, and evaluate anyone you hire to help you. To download, click the full-screen square at the bottom of the preview, then click the download arrow at the top-right of the screen.

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Brilliant way of capturing the impact of marketing! We tend to focus all our efforts on reducing the impact of our operations, which is of course important, but the real step change we can deliver is when we start focusing on our brainprint (how we shape perceptions of what is aspirational, and influence worldviews, identities and lifestyles as a result) and on shifting behaviours. #responsiblemarketing #sustainability #behaviourchange# sustainablemarketing #brainprint

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Notice the sign? (The price on the pack, unlike the price tag on the shelf). Price marked products have been gaining ground in the staples and impulse buying categories, particularly amongst independent retailers. Consumers are fatigued by the pricing tactics of retailers. The cost of living crisis, a permanent feature of our lives, is creating an opportunity for price transparency, and a clear sign that advertises product price also allows consumers to gauge real offers and price markdowns.

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As someone who is severely visually impaired, I understand firsthand the challenges of navigating the world, especially when travelling. It’s not just about getting from point A to point B—it's about doing so comfortably and confidently. Small design changes can make a huge difference in the consumer experience, particularly for those of us with visual impairments. Recently, I took a train trip and noticed how the design of the train ticket could be improved to better serve visually impaired travellers. In the images below, you'll see: - the original La Region ticket which is not the best example. The ticket design is cluttered, with key information buried in small print. The space is not efficiently used. This design can be overwhelming, especially when you're in a hurry. - my modified version of La Region ticket, where I made simple and quick adjustments: increased font size, better contrast, and clear highlighting of essential information like the train number and departure time. These changes drastically improve readability. - The TGV ticket is a good example of a ticket that already incorporates these principles. This design is clean, easy to read, and helps travellers like me find the information we need quickly and without stress. My background in graphic design, marketing, and consumer experience has taught me that good design is inclusive design. When we design with accessibility in mind, we enhance the experience for everyone, especially those who may already be under stress while travelling. By making these small yet significant changes, we can create a more inclusive world where everyone, regardless of their abilities, can travel with confidence. #AccessibilityMatters #InclusiveDesign #TravelExperience #VisualImpairment #UXDesign #ConsumerExperience #GraphicDesign

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💡 Thinking of starting a Food & Drink or #FMCG brand? Check out out 5 Questions To Ask, to set you up for success > https://lnkd.in/eUk37Uxc #startup #fmcg #fmcgmarketing

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Further reflections on #MADFest: Took a trip down memory lane listening to some of the talks, which included iconic brands and campaigns that I’ve worked on or researched over the years. Loved Anna MacDonald's review of how Guinness has become the national’s favourite pint – both the way they embraced the brand’s role in culture, and especially when she reflected on Guinness’s heritage in innovation – as my very first ad pre-test was for the Guinness “widget” cans back in 1992 (eek!). And really enjoyed Gui Ferrera and Clare Hutchinson's discussion of the strategy and approach behind Cadburys current campaign. The idea of defining your brand and campaign strategy around one word (here: “Generosity”) is so powerful, and so in tune with the way our brains actually deal with the world. Forget the lengthy strategy documents and focus on one idea – because your audience can only think of one thing at a time too. Also really enjoyed learning about their use of diegetic vs non-diegetic sound in the campaign. (Diegetic = sound the characters in the narrative can hear; non-diegetic = sound added for the audience to enhance mood, drama etc). Given the power of movie soundtracks in drama, one might imagine that non-diegetic sound plays a key role in driving emotional reaction by the audience in ads too – but the Cadbury’s campaign makes it clear that’s not necessarily so, and that the realism of diegetic sound as part of a powerful story can still produce really strong reactions. (See image below, showing Affectiva's facial coding results in response to Cadbury's & VCCP’s “Mum’s birthday” ad, taken from Kantar’s Ignite event earlier this year). This feels like a really interesting area to dig into in future.  Always great to get some inspiration. Duncan Southgate Vera Sidlova Lynne Deason Paul McClean Alexandra (Sasha) Mukhanova Chris Rose Serena Pang Ashley McManus Mitzi Lorentzen

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