May at Mash: we’ve been thinking about…

May at Mash: we’ve been thinking about…

Looking for some brain food? At Mash, we get together every few weeks to talk about big brand news, emerging trends shaping consumers’ worlds, and bounce around ideas on the latest thinking from brand stretch to portfolio strategy to design. 

In amongst our guesses as to what colour the Queen’s hat would be for the royal wedding, May was a thought-provoking month at Mash, with chat circling the studio ranging from saying adios to ‘best before’ dates to saying hello to sweet ginger and America mustard sausages…

We were impressed with Tesco’s initiative to remove best before dates on over 70 of its fruit and veg products in a bid to help eliminate food waste.

Tesco wasn’t the only brand we discussed regarding sustainability. Unilever’s impressive profits across its ‘sustainable living’ brands, which delivered an almighty 70% of all turnover growth, got us talking.

The slow rate of online grocery growth had us chin wagging too. Consumers are buying groceries online less than once a month compared with 21 times a month in store….

Gestural innovation – a waste of time? Rather than focus on gimmicky innovations, we talked about Tom Goodwin’s view that big brands should be genuinely innovating against customer needs.

Finally, the royal wedding just couldn’t be missed. Our favourite ‘Meghan and Harry’ themed innovation was Heck’s Sweet Ginger and American Mustard Limited Edition sausages which gave a sophisticated and scrummy nod to the love birds…