Trends, insight & opinion

Fast Facts - What is HFSS?

The High Fat, Salt and Sugar (HFSS) legislation will affect brands and retailers from October 2022, the regulations will impact the way 15 food and drink categories and promoted and sold. The regulations cover volume and price promotions and product location in-store and online. 

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Hybrid Retail: Blending Online and In-store

Retailers are creating shopping experiences and engagement that combines the best of online and in-store to create more meaningful, seamless shopping in all channels from grocery to fashion. They are using innovation and data to meet customers wherever they are, and offer a non-disruptive, positive experience. We know that post pandemic customers have missed browsing and returning home with their purchase [...] 

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It's time to give Vegan some recognition

Vegan and vegetarian lifestyles are becoming increasingly common, but with new-to-industry consumers trying to pick between brands and products in-store, are packaging designers doing a good enough job of differentiation? A walk down the meat-free aisle of any UK supermarket is a reminder of how far the industry has come in the last few years. Where once there was a cramped corner of a single fridge [...]

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Brands with influence

The drinks market is incredibly competitive, with any brand planning on launching a new beverage needing to find a truly distinctive point of difference in order to gain traction. PRIME Hydration, a ‘better for you’ drinks company, has identified what it hopes will be its competitive differentiator - its founders. The faces behind the brand are [...]

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It’s all a matter of context

Unless they’re a whizz at maths, numbers don’t necessarily mean an awful lot to people when they appear in their purest ‘abstract’ form i.e. out of context with day to day living (so we’re not talking pay packets, pensions, shopping bill or energy bills here). That’s why when it comes to communicating calorie counts and […]

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The benefits of putting a smile on your (watch) face

If you’ve ever looked to purchase a traditional watch, (you remember those aspirationally collectable, original items of wearable tech, the kind of thing with a couple of hands which noisily tick around counting out the hours, minutes and seconds, possibly with a little window denoting the date?) you may have noticed that the hands of […]

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Green Kit Kat anyone?

It goes without saying that shoppers and consumers increasingly expect their favourite brands to be environmentally conscious and minimise their impact on our fragile environment. With so much sustainable activity being applied however, getting brands’ green credentials to stand out from the crowd and have an additional positive effect on brand perception means getting creative with […]

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Take A Look In The Mirror

When it comes to influencing shoppers’ purchase decision making, one of the most effective strategies lies in triggering their mirror-neurons. These are the neurons in the brain that fire when people see activities being undertaken. The activity represented can be anything from kicking a football or driving a car to eating food. When the shopper […]

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It’s been emotional!

Over the last 10-15 years there’s been a shift towards communications which appeal to the left brain (popularly referred to as System 1). This move has presented itself in the form of songs with simpler, and often more repetitive lyrics, an increase in the number of sequels and franchise movies, and fewer sitcoms on TV […]

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Feel good brands in a feel bad world

We live in unsettled times – what with the trials and tribulations of Brexit, the rise in crime, the pressures on the NHS and the collapse of the High Street. Shoppers have rarely felt so frustrated and depressed. And when shoppers feel down, it usually results in decreased sales for brands. At times like this, […]

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10 Things that make the North great

Inspired by our recent Packaging Design work for North Chocolates – a range of small batch, gourmet chocolate bars featuring illustrations of some of the great things the North has to celebrate and the current Great Exhibition of the North – a celebration of the innovative creative culture of the North of England, we thought it […]

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Fake Marketing and the Problem of Trust

It’s an interesting time to be a marketer, with new hurdles rising and falling before many can even spot them. But there are some issues which nobody could miss. Carolyn Everson, Facebook’s vice president of global marketing solutions recorded a video for clients explaining the measures Facebook was taking to regulate their on-site advertisements and […]

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DECIDE. | Award