COVID-19 has led food and beverage brands to deploy creative solutions to address consumer needs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 14, 2020, 2:45 AM UTC

75% of consumers believe companies have a responsibility to support coronavirus relief, as per Porter Novelli's research.

With COVID-19 straining supply chains, many food and beverage brands are developing creative solutions and content strategies to addresses consumer needs. Some brands have resorted to adjusting product/services models to avoid food wastage and meet consumer demands.

Brands must economically shift operations and offer timely and relevant offerings to succeed. Jimmy Szczepanek of Porter Novelli says a brand’s response towards the pandemic will “shape their (consumers’) perception in the long-term as well as the short-term”.

Companies with proactive adjustments in the first month of the pandemic are better placed to maintain a loyal customer base. Develop solutions that resonate with customers and help employees turn a negative experience into a positive one.

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