CPG Marketing

How to win in the COVID-19 era

Like any other sector, CPG marketing must consider the effects on buying habits in this COVID-19 era.  Or does it?

Two of the largest CPG parent brands – Kellogg and Kraft Heinz – are seeing at-home consumption decrease after an initial period of elevation when the virus first broke.

Basically, CPG marketing is back to square one.

We’ve been tracking buying habits since the outbreak. We’re finding that the same drivers exist in the COVID-19 era as they did before. They are just more intensive.

The triggers for cereal, for example, were simply more intensive. But so were the hurdles. Which you can read about here.

Our findings are that nothing much has changed. Just that the intensities – both positive and negative – are more emotional.

Our advice for those in CPG marketing? Go back to the basics.  Align your brand with the highest emotional intensities in the market. 

Be single-minded. Eliminate clutter. Get out of your own way and look at things honestly. And be different and better. We can show you how. Contact us here.