Consumer engagement has never been so important in an industry historically associated with pop culture.
The food and beverage industry continues to evolve. Commodity prices, globalization and increasing government regulations are dramatically affecting manufacturing processes and business strategy.
Moreover, changing consumer demand means companies need to offer a wide variety of quality products consistently and cost-effectively.
Marketing-communications comes into play, too, of course. Creativity and consumer engagement have never been so important in an industry that has historically known how to insert itself into pop culture. The Jolly Green Giant and Tony the Tiger became part of marketing lore when it was easy to reach most consumers with TV ads. Today, with media fragmentation, it is important to insert F&B brands into consumer conversations whether they occur at the point of purchase or on YouTube.
At MSLGROUP, we understand the complexities of F&B. And we've been lucky to help numerous brands get an edge over their competition, from Chivas Regal, Absolut and Miller to Pom and Häagen-Dazs.