The parent buying Weet-Bix in aisle three usually isn't the person who'll eat most of the box. The bloke picking up a bottle of Cointreau in December is quite often not the person who'll drink it. This gap — between…
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Circana's latest State of the Industry reading contains a line that deserves more attention than it tends to get: a record share of grocery units in Australia now sell on promotion. Not a high share — a record one. For…
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When a promotion underperforms, the post-mortem tends to start with the prize. Too small, too generic, not enough of them. Sometimes that diagnosis is right. But in our experience, the more common failure isn't any single component — it's that…
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Walk any grocery aisle mid-campaign season and you'll see three or four brands running promotions at once — a prize draw here, a cashback sticker there, a gift-with-purchase two facings across. The instinct, when a rival's promotion lands, is to…
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