Lessons from 6 great food & drink ads about how to stand out from the crowd

It’s a category in which, according to Kantar’s database, consumers feel that ad campaigns forge more affinity. Food and drink ads, as a whole, are considered by consumers to be 8 points more impactful, 9 points more distinctive and 9 points more enjoyable than other categories.

This year, themes such as nostalgia, humor and purpose are proving to be key ingredients in brands’ advertising playbooks. Elements like storytelling and visual impact also play a key role.

As the in-depth analysis from Kantar has shown, quick-witted takes are on the rise again after being understandably under-utilized in recent times due to factors like the 2008 recession and the global pandemic.

Ads from brands including KFC, Cadbury and Tennent’s scored highly with consumers in Kantar’s annual Creative Effectiveness Awards. Here, we dive into why.

All of the ads were selected from the top 1% of ads tested by Kantar and then qualitatively assessed by its creative global experts.

Twinings ‘Tealand’ by Saatchi & Saatchi

This enchanting digital ad encapsulates the theme of escapism that we have seen coming to the fore in recent years. The spot is part of a long-running campaign that has consistently taken viewers on a colorful and pleasant journey.

It not only evokes nostalgia but connects the brand itself naturally, as ‘tea’ is a well-known symbol used in the original Lewis Caroll’s Alice in Wonderland tale.

Kantar’s data uncovered that hot drink ads are 17 points stronger than the average at building an emotional connection.

Heineken ‘Riding is Still Driving’ by Publicis

Using F1 driver Max Verstappen was a great move for Heineken when promoting its alcohol-free beer.

It speaks to a rising trend for advertising that is working towards a better world for all, featuring genuine and positive social and environmental responsibility messages.

This spot has a powerful social message, cleverly conveyed with lighthearted humor.

According to Kantar BrandZ, Heineken is one of the top ten fastest-growing food and drink brands in the world, having grown 19% year on year to a valuation of $13.7bn.

Kantar’s global knowledge manager, Polly Wyn-Jones, commended the ad for cleverly conveying a powerful social message with lighthearted humor: “This is a great example of a rising trend for advertising that is working towards a better world for all, featuring genuine and positive social and environmental responsibility messages. It has a serious message at heart but communicates it in a humorous way that also ties back seamlessly to the brand.”

KFC France ‘Origins’ by Havas Paris

Fast food ads, on average, are 26 points better than other categories in the food and drink sector.

With this KFC spot, we see the brand’s most distinct brand asset come through – the colonel.

It highlights the longevity of KFC while at the same time showcasing its relevance in today’s world.

Music is at the heart of the creative and the clever retro song choice fits both the brand and message, taking viewers on a journey through time. The music draws people in through the picture on the restaurant wall, nostalgically transporting them back to the 1950s when the chain began its journey.

At the same time, the spot keeps the beat to show us that KFC has moved with the times into the future and is still very much a current brand.

Wyn-Jones says the ad highlights the longevity of KFC while at the same time showcasing its relevance in today’s world: “Music is at the heart of the creative and the clever retro song choice fits both the brand and message, taking viewers on a journey through time. The music draws people in through the picture on the restaurant wall, nostalgically transports them back to the 1950s when the chain began its journey.”

“It’s a masterstroke of branding – acknowledging KFC’s heritage while showing us that it has moved with the times into the future and is still very much a current brand.”

Tennent’s ‘Have a Wonderful Pint’ by John Doe

By taking inspiration from Franks Capra’s classic Christmas film It’s a Wonderful Life, the Scottish brewer has managed to evoke nostalgia with a touch of humor but always with branding at its heart.

Starbucks ‘Lift Up the Everyday’ by Landor & Fitch

An upbeat track is key to success in this Starbucks ad. The wider campaign shows a great use of consistent visual imagery across touchpoints while avoiding copy/pasting, where viewers can connect with it easily and feel positively toward the brand.

Cadbury ‘Garage’ by VCCP London

According to Kantar BrandZ, Cadbury is the 10th most valuable brand in the UK, having climbed the rankings by three places in last year, a move valued at $5.95m.

‘Garage’ was Kantar’s highest-ranking digital ad of 2023. The reason it works so well is that it’s a heart-warming example of how to make an emotional connection with your audience.

While there is no single recipe to generate an emotional response from viewers, storytelling is one of the techniques that advertisers can use to enhance engagement. There might only be a few spoken lines through the ad, but it captivates the relationship between a father and daughter in a relatable way.

Kantar also found that confectionery ads excel at building affinity with their brands that are often ‘loved’ by consumers, a whopping 20 points higher than average.

So, what should marketers take away from these shining examples? In summary, these ads indicate a significant trend toward nostalgia, humor and a sense of escapism.

Tapping into sentimental connections will prove to be instrumental when forging compelling narratives that resonate with audiences around the globe. Brands that take a lighthearted approach to this will continue to engage consumers and bring their brand top of mind within the food and drinks sector.