TorchMedia | INSIGHTS


Shift to brand building gathers momentum

08 Mar 2011, Posted by TorchMedia in Blog, Grocery

Yet another major FMCG marketer has announced its intention to move away from promotions and focus more strongly on brand building in-store. Food giant Campbell’s recently reported increases in its soup sales by volume despite a cut in ad spend. However, at the same time its sales by value slumped, in part due to increased use of promotions. Check out the story here. “We haven’t got the kind of lifts that would have paid for the kind of promotional activity that…