Episode Details

The FMCG Marketing Daily — June 22, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • A new multi-retailer data alliance is about to give FMCG brand managers unprecedented cross-retailer audience targeting — and a glimpse of what retail media looks like when it scales beyond individual grocery silos. • Co-op's new summer brand platform is a masterclass in how a retailer — not an FMCG supplier — is now doing the category-level consumer recruitment work that brands used to own. • WhistlePig's decision to offload its own warehousing signals a broader strategic shift among premium spirits challengers — from asset-heavy craft authenticity to leaner, brand-first business models. Fun fact: Walmart's private label brand Great Value generates an estimated $27 billion in annual sales, making it larger than most standalone CPG companies — yet Walmart spends virtually nothing on traditional advertising for it, relying entirely on shelf placement and price advantage. This means the world's biggest 'brand' by retail volume has almost zero brand equity in the conventional marketing sense. Hosted by Marco and Klara.