Grocery brands are increasingly desperate to become the subject of social media interactions.  Unfortunately their efforts at engagement often look exactly that – desperate.

Consumers value fmcg brands for their everyday utility, not for the banal, uninvited messages that hijack their Facebook feeds without delivering anything they really want.  Grocery brands need more meaningful ways to start and maintain dialogues with consumers – which may be why on-pack offers have enjoyed a healthy resurgence in recent months.  These promotions are a chance for shoppers to get something for nothing and, in today’s value-conscious times, they are delivering ever-higher response and entry rates. Read more »