PERSONALISING A BRITISH ICON
To the digital world personalisation is second nature though for traditional food brands it has taken longer. With breakthroughs in manufacturing and distribution technologies food brands are also able to flex their personalisation muscles. Brands such as Nutella, Heinz, Marmite and Coke have understood that engaging on a personal level with consumers deepens the relationship and ensures long-term loyalty. At the same time it provides an abundance of communication opportunities for getting the brand message across.