The FMCG Marketing Daily — June 28, 2026

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The FMCG Marketing Daily — June 28, 2026

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The FMCG Marketing Daily — June 28, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Heineken's documentary-style campaign work powered LePub Milan to Cannes Lions Agency of the Year, making it a live case study in how FMCG briefs can define agency trajectories. • Ferrero is exiting private-label ice cream production entirely, selling its Italian factory and doubling down exclusively on branded lines like Nutella, Kinder Bueno, and Ferrero Rocher — a sharp statement about where the company believes its margin and equity actually live. • New research shows 49% of senior marketers still cannot prove the business value of their ad creative — a structural credibility problem that sits at the heart of every FMCG brand's budget conversation. Fun fact: The average supermarket loyalty card program loses money on its top 20% of coupon-redeemers, who strategically 'cherry-pick' discounted items without ever buying full-margin products — a behavior Kroger's data science team famously called 'deal surfers,' estimated to cost the retailer hundreds of millions annually before they restructured their rewards tiers in 2019. Most brand managers assume heavy coupon users are their best customers, but the data consistently shows the opposite. Hosted by Marco and Klara.

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