Episode Details

Heineken is building the measurement case before anyone asks it to cut budgets. Tesco — with £33.8bn in first-half sales — is already telling alcohol brands what kind of Christmas to expect. FMCG marketers need to hear both.

In this episode:

• Heineken's in-house team is combining attention metrics with brand awareness data to justify digital ad spend on the open web and link upper-funnel activity directly to business outcomes.
• Omaha Steaks is overhauling a century-old brand, ditching direct-response tactics for culture-led marketing in a bid to recruit Gen Z before its ageing loyal customer base erodes.
• Tesco — the UK's largest grocer, reporting first-half sales of £33.8bn — is publicly forecasting that British shoppers will choose lower-alcohol and healthier options this Christmas, a signal that will directly shape shelf space and promotional decisions for alcohol and soft drink brands.

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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Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily