By Hannah Bowler For our Food & Drink Focus, we find out first-hand what goes into edible product innovation. It seems that every celeb and influencer has a booze brand, runs a sweet shop, sells baby food or hawks hot sauce. So, why can’t the marketing industry’s leading publication? Finding out how it works so you don’t have to, we’ve been playing the part of an influencer looking to bring a branded product to market lightning-fast, all with the help of Juicy Brick, a product innovation agency capitalizing on this emerging market. So, how did we get on? Stage 1: Read full story › Source: The Drum...
Read MoreBy Chloe Ward For The Drum’s food & drink focus week, Chloe Ward of Wonder (part of the Amplify group) argues that B2B events are becoming an increasingly relevant testbed for dining innovation. In the dynamic arena of event food & drink, where culinary innovation takes center stage, gone are the days of the humble chocolate fountain (thankfully, given their questionable oil content). Today’s edible entertainment demands a multisensory journey that not only looks amazing for that shareable Insta snap, but also surprises the taste buds with new flavor combinations and immersive storytelling. Events have always been hubs for pushing the Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Pinterest shows advertisers how they can succeed on the platform with action-packed B2B creative directed by Tim Godsall. Today, Pinterest unveiled a global B2B campaign designed to attract advertisers to its visual bookmarking platform: ‘The P is for Performance.’ Directed by comedy commerial director Tim Godsall and voiced by popular voice actor Corey Burton, the creative features two over-the-top heroines dodging dangers while discussing how advertisers crave a performance-based platform that can boost conversion rates and increase traffic. Comprising four action-packed spots titled ‘Car Chase,’ ‘Snowmobile,’ ‘Train’ and ‘Volcano,’ the campaign promotes a suite of products for advertisers seeking to Read full story › Source: The Drum...
Read MoreBy Camilla Yates Elvis’s Camilla Yates reveals recent research explaining how the rosy lens of nostalgia can offer brands a taste boost. How do you eat yours? Our research suggests that the UK likes its food with a healthy serving of nostalgia. And in the timeless words of Viennetta, ‘One slice is never enough.’ We’ve seen nostalgia trending in culture for a while now – Google searches for ‘Y2K’ have increased tenfold in the past five years, and reboots, historical stories and Barbie dominate the cinema slate. This is partly a result of cyclical trends being amplified on TikTok, but it’s also a Read full story › Source: The Drum...
Read MoreBy Louise Lomax For The Drum’s food & drink focus week, VaynerMedia’s Louise Lomax argues that clean eating is far more than a trend – it’s the future of consumption, and it’s time for brands to get on board. In an effort to do some ‘intention setting’ at the end of last year, I committed myself to do more regular exercise and eat better in 2024. Then, as if acting on a subliminal message was working through me, I felt compelled to watch You Are What You Eat, The Twin Experiment on Netflix. At one time or another, many Read full story › Source: The Drum...
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