Mondelez to shift marketing tactics, expand in-house content creation

Food Dive
Carolyn Heneghan

Food and beverage brands are embracing content as a way to sell products and engage and entertain consumers. By keeping the products in the background, or making them part of a story rather than a direct advertisement, manufacturers can use in-house content to boost overall marketing ROI.

As consumers, particularly millennials, respond less to traditional advertising, food and beverage companies are finding new ways to engage with consumers. Social media marketing has played a significant role, but branded and unbranded content is becoming more prevalent. While this content encourages social media interaction, it also extends to other channels, such as television.

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