Brand Tracker

Welcome to the automated Brand Tracker diaries.

Sweden

Norwegian-Swedish Rivalry in Burger King’s Campaign

Campaign: How Much Can You Handle?

Source: https://www.resume.se/marknadsforing/kampanj/northug-och-halfvarsson-mots-igen-nu-over-burger-kings-hetaste-burgare/

Goal: Highlight the new tabasco sauce

Claim: How much can you handle?

Media: Television and online video

Summary: Burger King's latest campaign rekindles the Norwegian-Swedish rivalry as athletes Petter Northug and Calle Halfvarsson compete not on ski tracks, but over who can handle the spiciness of the chain's new tabasco sauce. The campaign features a duel highlighting their competitive spirit, with Halfvarsson commenting on the fun of competing in a different context this time.

Ireland

Bord Bia Bloom delivers creative impact

Brand: Bord Bia

Campaign: Bord Bia Bloom

Source: https://marketing.ie/articles/bord-bia-bloom-delivers-creative-impact/

Goal: To connect brands with consumers at a festival of gardening, food, and sustainable living.

Claim: An unrivalled opportunity to extend your reach beyond traditional channels.

Media: print, digital, radio, television

Summary: Bord Bia Bloom is Ireland's largest festival that provides a powerful platform for brands to connect with over 90,000 engaged visitors. It offers partners a chance to create meaningful activations and engage in storytelling through innovations like Show Gardens. The festival enhances brand visibility and allows impactful storytelling on important societal issues.

brand engagement food gardening sustainable living

USA

Al.Ta awarded at Prnews Platinum Awards 2026 for campaign for Di Marco and prepares three new projects in the USA

Brand: Di Marco

Campaign: Di Marco x National Pinsa Day

Source: https://brand-news.it/brand/alimentari/food/al-ta-premiata-ai-prnews-platinum-awards-2026-con-la-campagna-per-di-marco-e-prepara-tre-nuovi-progetti-negli-usa/

Goal: Celebrate National Pinsa Day and connect the product's origins to consumers

Media: Press and creator influences

Summary: Al.Ta Cucina won a Prnews Platinum Award 2026 for the 'Di Marco x National Pinsa Day' campaign, which featured a Roman-themed parade in New York to highlight the origins of Pinsa Romana. The campaign engaged audiences by providing free tasting vouchers, linking product visibility to consumer experience. Following a previous successful project for Pasta Garofalo, the agency aims to further expand its presence in the U.S. market with three new projects planned between 2026 and 2027.

cultural celebration food marketing public relations

Ireland

Boys+Girls Rolls Out ‘Namaste’ in Latest Jacobs Campaign

Brand: Jacob’s

Campaign: Namaste

Source: https://www.adworld.ie/2026/10/09/boysgirls-rolls-out-namaste-in-latest-jacobs-campaign/

Goal: To position Jacob's Cream Crackers as a product that enhances everyday moments

Claim: Bakes it Better

Media: TV, video on demand, social and digital channels

Summary: Boys+Girls has launched a new campaign titled 'Namaste' for Jacob's, part of the 'Bakes it Better' platform. The campaign features a film showing a mother welcoming her daughter home, highlighting how Jacob’s Cream Crackers help make everyday moments better. It follows the previously launched 'Dinosaur' campaign and emphasizes the realities of family life through humor and relatable scenarios.

advertising family food Irish culture

Slovenia

From the Winning Idea: The Whole Country in One Spice

Brand: Maestro

Campaign: Creating a New Spice Mix for Slovenian Dishes

Source: https://www.media-marketing.com/tema-dana/iza-pobjednicke-ideje-cijela-zemlja-u-jednom-zacinu/

Goal: To celebrate 70 years of Maestro by involving customers in product creation.

Summary: To commemorate Maestro's 70th anniversary, the 101 Agency initiated a project inviting people to share their family recipes which were processed with the help of AI and finalized by chef Bruno Šulman, resulting in Slovenia's first Spice Mix. The aim was to connect the community and create a product that reflects Slovenian culinary traditions.

AI Consumer Participation culinary food

Mexico

Preview: Zurda México, Conciergency and Grupo Lala present Plenia as an ally in nutrition

Brand: Plenia

Campaign: Plenia Resuelve

Source: https://www.adlatina.com/publicidad/preestreno-zurda-mxico-conciergency-presentan-a-plenia-como-un-aliado-en-la-alimentacin

Goal: To simplify daily food choices

Claim: What do we eat today?

Summary: Grupo Lala's Plenia brand has launched a new phase with 'Plenia Resuelve', a platform aimed at simplifying everyday food decisions. The rebranding, which involved collaboration between agencies Conciergency and Zurda México, centers around the question 'What do we eat today?'. The campaign seeks to foster a more emotional connection with consumers by addressing the daily pressures around food choices. It reorganizes Plenia's product line into three categories: Core, Ligero, and Pro, each targeting different consumer needs.

campaign food marketing wellness

Ireland

Ringers Launches New Brand Platform & Campaign for Donegal Catch

Brand: Donegal Catch

Campaign: Now You’re Cooking

Source: https://www.adworld.ie/2026/08/21/ringers-rolls-out-new-brand-platform-and-campaign-for-donegal-catch/

Goal: Position Donegal Catch as an antidote to the complexity of everyday cooking.

Claim: Now You're Cooking

Media: television, social channels, out-of-home, radio, in-store activity

Summary: Ringers Creative has launched a new campaign for Donegal Catch called 'Now You’re Cooking,' focusing on everyday consumers and meals instead of fishermen. The campaign aims to simplify the cooking experience and broaden perceptions of the brand. It involves a humorous TV commercial featuring a father cooking for his daughters, showcasing a variety of Donegal Catch products.

advertising campaign food

Japan

Don Quijote breaks away from reliance on Chinese customers, duty-free sales reach record high; new format ‘Robin Hood’ aims for expansion from 5 to 300 stores.

Brand: Don Quijote

Campaign: Robin Hood

Source: https://www.advertimes.com/20260818/article554111/

Goal: Expand the new store format and increase sales.

Claim: Not a supermarket that looks like a supermarket.

Media: Television commercials

Summary: Pan Pacific International Holdings (PPIH), the operator of Don Quijote, reported a record high in duty-free sales and announced the launch of a new store format called 'Robin Hood,' which combines its strengths in non-food products with fresh food procurement capabilities. The first store opened in April 2026, with plans to expand to 200-300 locations by 2035, leveraging the assets of the recently acquired Olympic Group.

food marketing non-food retail Store expansion

Slovenia

Ten Years Ago, IKEA Predicted a Problem We Still Know – Marketing Magazine

Brand: IKEA

Campaign: Let’s Relax

Source: https://www.marketingmagazin.si/aktualno/mmarketing/11930/pred-desetimi-leti-je-ikea-napovedala-tezavo-ki-jo-se-vedno-poznamo/novice

Goal: Highlight a growing habit

Claim: N/A

Media: Social media

Summary: Nearly ten years ago, IKEA launched the 'Let's Relax' campaign to draw attention to the emerging trend of photographing food and sharing meals on social media.

campaign food IKEA photography social media

United Kingdom

From Menu to Altar: McDonald’s Transforms Sauces into Wedding Keepsakes

Brand: McDonald’s

Campaign: Wedding Flavours

Source: https://www.imagensdemarca.pt/artigo/do-menu-ao-altar-mcdonalds-transforma-os-molhos-em-lembrancas-de-casamento/

Goal: To transform a standard menu item into a wedding keepsake

Media: Instagram

Summary: The 'Wedding Flavours' campaign by McDonald's in the UK allows couples to personalize sauce packaging as wedding favors for guests, reflecting a trend towards personalized celebrations. The sauces are designed to be used during the wedding or kept as mementos, and the initiative seeks to position McDonald's products within the wedding context, moving beyond traditional fare. A limited promotion offered 20 couples personalized sauce packages and fries.

branding food personalization wedding

Time Out Reveals The Top 2%: The UK’s 200 Best Restaurants, in Partnership with Chase

Brand: Chase

Campaign: The Top 2%

Source: https://www.adweek.com/adweek-wire/time-out-reveals-the-top-2-the-uks-200-best-restaurants-in-partnership-with-chase/

Goal: To celebrate the best restaurants in the UK and help food lovers discover them.

Claim: 2% cashback on everyday spending including at restaurants.

Media: print, digital, social, CRM, vodcast, video

Summary: Time Out has launched The Top 2%, an editorial platform highlighting 200 of the UK's best restaurants, created in partnership with Chase. The initiative includes a limited-edition guide, an evolving digital hub, and the introduction of Time Out Recommends stickers for selected restaurants. The campaign emphasizes great food experiences while promoting Chase's cashback offer.

campaign dining food restaurants

Spain

Madrid Fusión Turns to Food Porn in Its Communication Campaign

Brand: Madrid Fusión

Campaign: Food Porn Campaign

Source: https://www.reasonwhy.es/actualidad/madrid-fusion-food-porn-campana-rosas

Goal: Promote culinary experiences

Summary: Madrid Fusión has launched a communication campaign that embraces the concept of 'food porn' to attract attention to culinary experiences. The campaign aims to enhance its visibility and engage food enthusiasts.

advertising culinary food

New Zealand

Angel Bay creates a real life restaurant inspired by the average Kiwi fridge

Brand: Angel Bay

Campaign: Real Life Restaurant

Source: https://stoppress.co.nz/campaigns/angel-bay-creates-real-life-restaurant-inspired-by-the-average-kiwi-fridge/

Goal: To inspire creative cooking with common household ingredients.

Claim: Showcase what the average Kiwi fridge and freezer are capable of.

Summary: Angel Bay has transformed a suburban home in Auckland into a pop-up burger bistro called 'Real Life Restaurant', inspired by the contents of the average Kiwi fridge. The menu features dishes created from common ingredients found in New Zealand households, promoting creativity in cooking and reducing food waste.

food pop-up restaurant sustainability

Germany

DIY Set: Lidl Launches Döner Croissant for Homemade Preparation

Brand: Lidl

Campaign: DIY Set: Döner Croissant

Source: https://www.horizont.net/marketing/nachrichten/diy-set-lidl-bringt-das-doener-croissant-zum-selbermachen-in-den-handel-235233

Goal: To promote a new DIY food product

Claim: Make your own döner croissant

Summary: Lidl has introduced a DIY set for consumers to make their own döner croissant, highlighting its unique offering in the market.

croissant DIY food

Australia

Changi Airport bets on two Aussie mates to uncover SEA’s hidden gems

Brand: Changi Airport

Campaign: A Taste of Asia

Source: https://www.marketing-interactive.com/changi-airport-bets-on-two-aussie-mates-to-uncover-sea-s-hidden-gems

Goal: Encourage travelers to explore lesser-known destinations in Southeast Asia.

Claim: Changi Airport as the gateway to Southeast Asia.

Media: Social content, creator partnerships, destination-led storytelling

Summary: Changi Airport launched the 'A Taste of Asia' campaign featuring Australian creators Tom Smallwood and Lachy Mac to inspire travelers to explore lesser-known destinations in Southeast Asia through food and culture. The campaign aims to position Changi Airport as a key entry point to the region while promoting a deeper exploration of its diverse offerings. Trip.com is the booking partner for this initiative.

food influencer marketing Southeast Asia travel

France

McDonald’s France and BBDO Paris Take You on a Journey This Summer

Brand: McDonald’s

Campaign: Croquez le Monde

Source: https://www.cbnews.fr/creation/mcdonald-s-france-bbdo-paris-vous-font-voyager-cet-ete

Goal: To showcase recipes inspired by McDonald's menus from different countries.

Media: Advertising, DOOH, social media

Summary: McDonald’s France and BBDO Paris launch a new edition of 'Croquez le Monde', a summer campaign that features six recipes inspired by McDonald's menus from various countries. First introduced in summer 2024, the campaign returns this summer with products inspired by Germany, the UK, Morocco, Italy, Australia, and Japan. The campaign includes visuals that associate each recipe with cultural references from its country of origin and is deployed across advertising, DOOH, and social media during the summer.

campaign food international cuisine summer promotion