Episode Details

Mars is doubling down on character equity while McDonald's turns loyalty data into a paid media business. Three moves that signal where FMCG brand and media strategy is heading.

In this episode:

• Mars and BBDO Chicago launched 'Screentime', a campaign placing the iconic M&M's mascots inside genre parodies — crime thrillers, telenovelas and Survivor — as a deliberate long-term brand warmth play over short-term performance media.
• Crosta Mollica has merged with Nestlé's divested European pizza business, backed by private equity firm PAI Partners, creating a well-funded premium pizza challenger poised to aggressively compete for shelf space across European retailers.
• McDonald's is overhauling its entire marketing model and entering the retail media network space, positioning its app, loyalty programme and customer ordering data as a paid advertising channel for FMCG brand partners.

The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day.

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