Cases in Food & Beverage

A leading Greek FMCG company wanted to determine the optimal allocation of its marketing budget across a vast portfolio of brands.

Despite a 70% market share, this world-famous beer brand in Greece had a dangerous blind spot in digital. When their CMO contacted us, almost every Euro in the Greek marketing budget was still being spent on traditional media – resulting in rock bottom ROI. Our advisor had to fill in the knowledge gaps, bring the brand teams up-to-date and help them move forward into digital.

While already hugely successful in the bake-off bread and sweet pastries market, this Swedish-owned company realised that their lack of savoury products was limiting their growth potential. These experienced bakers would have found it easy to create a few panini and pizza slices and enter the market, tick the box. At Futurelab we don’t do tick-box exercises. We showed this client not how to enter the new market, but how to conquer it.

A French confectionary group had just purchased a small Russian brand and wanted revise its advertising policy and agency mix.

The Russian subsidiary of a global FMCG company wanted to grow sales through a more effective marketing mix.