Why QSRs must move past competitive sparring in the COVID-19 era

After years of hijacking each other's campaigns and snarky social media posts, marketers in the category will need to find new tones and tactics as coronavirus upends their business model.

By Chris Kelly • May 18, 2020

Lowe's helps 'American Idol' singers build home stages for season finale

A TV integration and social media campaign lets the brand organically connect with home owners while extending its messaging to fans of the show.

By Dianna Christie • May 18, 2020

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Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

M&M's crowdsources next TV spot via virtual coloring book

The commercial airing in June will weave user-generated creations together to share a message of unity.

By Dianna Christie • May 15, 2020

1-800-Flowers debuts social support group portal

Connection Communities is on-brand for the e-commerce retailer, as flowers are often exchanged at times of crisis to cheer people up.

By Dianna Christie • May 14, 2020

PepsiCo finds empathy is new imperative for marketers amid pandemic uncertainty

Research undertaken by the company found 86% of consumers agreed it's "critical" for brands to show empathy now if they want to grow loyalty.

By Peter Adams • Updated May 14, 2020

McDonald's will boost US marketing $100M as dining rooms reopen

It's unclear what future marketing promotions will look like, though the fast-food behemoth is likely to highlight safety precautions early on to address consumer concerns about eating in restaurants.

By Robert Williams • May 14, 2020

Bud Light updates vintage ads in new social distancing spots

The new "Genius" spots on YouTube and Instagram celebrate those finding creative ways to occupy themselves while staying at home.

By Dianna Christie • May 14, 2020

Tostitos sponsors livestreamed nacho showdown between Guy Fieri, Bill Murray

A star-studded Facebook Live event supporting restaurant workers also features brand partners like Uber Eats, Tito's vodka and Tyson Foods.

By Peter Adams • May 12, 2020

52% of advertisers plan to increase spending this summer, survey finds

Many advertisers are planning media just three months out as opposed to the typical six months as they await the economy's response to schools and businesses reopening.

By Dianna Christie • May 12, 2020

Chips Ahoy, Sour Patch Kids team up to host virtual prom

To promote a new line of cookies, the Mondelēz brands are hosting a virtual event for high schoolers whose proms have been canceled during lockdown.

By Dianna Christie • May 12, 2020

Why sustainability could be more crucial — and difficult — for brands in the COVID-19 era

Calls for public good are on the rise amid the pandemic, which has dispelled myths around cost and created higher expectations for ethical practices.

By Peter Adams • May 12, 2020

Hormel hosts virtual festival of 6 'hope-filled' films on YouTube

A programming slate focused on people who beat incredible odds comes as established film festivals, including Cannes, are forced to reset their plans.

By Peter Adams • May 11, 2020

Grey Goose hires bartenders for video mixology series

"House Pour" gives a face to the many bar workers who are out of work due to coronavirus-related shutdowns.

By Dianna Christie • May 11, 2020

Campaign Trail: Rothy's weaves sustainability into luxury's evolving definition

Creative from the DTC brand that upcycles plastic water bottles into shoes examines how luxury increasingly centers on consumers expressing their values through style choices.

By Natalie Black (Koltun) • May 11, 2020

Peloton hits brakes on marketing as at-home fitness sells itself

CFO Jill Woodworth said word-of-mouth will play a larger strategic role moving forward, and the departure of Peloton's head of global marketing signals larger changes could be afoot.

By Peter Adams • Updated May 7, 2020

PepsiCo spotlights essential workers in new 'Stronger Together' platform

Some workers from Southeastern states will be featured in 30-second ads on iHeartRadio's Elvis Duran and The Morning Show and The Breakfast Club.

By Dianna Christie • May 7, 2020

McDonald's, Heinz serve up puzzles to keep consumers occupied — or flustered — during lockdown

Beyond keying into a major quarantine trend, Heinz's offering — made of 570 pieces in identical red — appears designed to drive people up a wall.

By Peter Adams • May 6, 2020

Bud Light Seltzer kicks off summer with virtual concert series

Weekly livestreams will benefit the American Red Cross and promote the brand's Open for Takeout tool that links users to order from local bars.

By Dianna Christie • May 6, 2020

Mucinex enlivens coronavirus PSA content with Instagram superhero art

Visuals encourage consumers to continue boring at-home activities even as shelter-in-place orders lift to protect frontline workers and stave off a feared second wave of cases.

By Peter Adams • May 5, 2020

Are CMOs failing brands or are brands failing CMOs?

A pandemic has made the role of the chief marketing officer even more complex, but the position has been under attack for years.

By Cara Salpini • May 5, 2020

Anheuser-Busch wins appeal in corn syrup battle with Molson Coors

The Seventh Circuit Court of Appeals wrote in its decision if the brewer does not like the "sneering tone" of the ad, it "can mock" its rival through its own advertisement.

By Christopher Doering • May 5, 2020

Gen Z wants fun, exciting ads amid pandemic boredom, survey says

Signs of "coronavirus fatigue" suggest marketers can change the tone of their ads to more traditional content that's still mindful of public health concerns.

By Robert Williams • May 5, 2020

Jared hosts virtual weddings with #LoveCantWait TV, social campaign

A positive message of love in the face of a pandemic may appeal to couples looking for inspiring messages after canceling their in-person ceremonies.

By Dianna Christie • May 5, 2020

Popeyes recruits out-of-work musicians to re-record jingle for pandemic era

A campaign initially targeting New Orleans residents is expanding nationwide and will compensate artists selected via social media submissions.

By Peter Adams • May 4, 2020

Ads around COVID-19 work better within news media, study finds

The type of programming in which ads from Amazon, Ford and Domino's appeared impacted the performance for their pandemic-related messaging.

By Dianna Christie • May 4, 2020