All Marketing articles – Page 6
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Warburtons’ bagel bonanza offers food for thought
As far as I’m concerned, the most you do with a bagel is toast it and smother it in butter and Marmite or, very occasionally, peanut butter.
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‘How you position your products is key’
Val Kirillovs, research & insight director, Him & MCA Insight, on challenges and opportunities for the bakery food-to-go market.
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‘Standing still isn’t a comfortable option in such a competitive marketplace’
Catherine Connor, who founded 2019 Farm Shop & Deli Awards-winning bakery Lovingly Artisan with husband Aidan Monks, on maintaining a successful business
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‘People were collaborating in an entirely different way’
Isabel Kelly, co-director of the PX+ Festival, on the inspiration behind the event, which is taking place again this August.
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“Sampling remains one of the smartest ways of building awareness”
Liz Richardson, managing partner, of communications agency HeyHuman on the benefits of a multi-sensory approach to product trials
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School’s in! Bakery classes can help build a community
As we head into February, many New Year resolutions are but a distant memory. It’s too cold to go running, and too gloomy to not eat cake.
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Health claims: ’Getting it wrong can be serious in terms of financial penalty and reputational damage’
Kevin Barrow, regulatory lawyer at law firm Blake Morgan, looks at the potential risks around making unsubstantiated health claims
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‘An effective strategy is not making big changes but incremental ones you can stick to’
Vhari Russell, founder of the The Food Marketing Expert, suggests small changes bakers can make to raise the profile of their business
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‘No licensing relationship will be a success unless you’ve agreed on a joint measure of success from the outset.’
Daryl Newlands, marketing manager at Finsbury Food Group, on the growth of the licensed cake market – and what makes a successful licensing partnership.
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’Think about your brand, but be conscious that buyers are growing a category, not just your brand in isolation’
Claire Nuttall, founder of The Brand Incubator, gives advice on making contact with buyers, what they look for in a supplier, and how to develop a win-win relationship.
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‘A blog and newsletter are good ways to speak directly to your audience’
Victoria Carr, who is chief baker at Victoria’s Sponges and an account manager at PR agency Cirkle, on how her public relations skills helped her build her cake business
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Legal: Defining the term ‘natural’
John Mitchell, partner at law firm Blake Morgan, looks at the issues around claiming a food product is ‘natural’
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‘If an employee posts negative comments about their work, this can harm a firm’s reputation’
Ben Doherty, partner and head of employment at solicitors firm Lindsays, highlights some of the key risks employers face from social media and the benefits to a business of having a robust social media policy
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Bready Player One: Lies and the promise of cake
Sara Elsam looks at Portal, a classic video game involving gravity guns and cake-based half-truths.
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’Create in-store excitement with a special theme and making doughnuts to suit’
Ivor McKane channel director of National Doughnut Week sponsor CSM on the opportunity offered by the annual charity event, which takes place 12-19 May 2018. Register at nationaldoughnutweek.org
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‘Investing ahead of regulations acts as an insurance policy’
Neil Davidson, managing director of HeyHuman, advises bakers to take proactive marketing steps in case of increased regulation of ‘unhealthy’ foods
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‘The question is if a brand’s products deliver on its promise’
Tony Nunan, managing director of the Visuality Group on the role of authenticity in the bakery market
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How to protect your name and branding
Ben Evans, associate and chartered trade mark attorney at law firm Blake Morgan, walks us through the trade mark process and the importance of protecting your business’ identity
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‘The key is reinforcing the fresh and homemade narrative’
Retail consultant Karl McKeever on the role of visual merchandising in selling artisanal products
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“Genius Foods needs to play to win in the branded space”
Hamish Renton, managing director of food and drink industry consultancy HRA, examines Genius Foods’ decision to focus on branded sales rather than own-label