Episode Details

Omaha Steaks is rewriting its playbook to win Gen Z without losing loyal customers. Constellation Brands just signalled it wants more than beer. And the creators FMCG brands most want? They're saying no more often.

In this episode:

• Omaha Steaks is stripping out polished marketing speak in favour of authentic, culturally resonant messaging to attract Gen Z while retaining its established heritage customer base.
• Constellation Brands has acquired hydration-adjacent alcoholic drink SpikedAde, with its CEO confirming beer remains the core but signalling active pursuit of external deals in adjacent growth categories.
• Top-tier creators are cutting the number of brand deals they accept, demanding longer commitments and greater creative control — raising costs and complexity for FMCG brands built on volume-based influencer strategies.

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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