Lucy Cheng

There was a moment in last week's Roundtable when Emily Flannery declared, "that's right: beverages are officially a snack, too." The way we see category lines blurring, overlapping and/or completely falling away is fascinating, and a huge opportunity for food & bev brands with the nerve to keep up. Did you see it yet? Give the convo a watch right here: https://okt.to/XpGrUZ And if this glimpse into the future inspires you, let's chat! #futurefluent #futureofsnacking #cpgtrends

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I'm excited and honored to have joined Perceptual Advisors as Managing Director, CPG/Food & Beverage Practice. I'm leading our global efforts to support brands in these growth categories that are projected to surpass $11 trillion globally by 2030. Since the announcement was published, here are the top questions people have asked me: Who is Perceptual Advisors? We're a unique communications, marketing, and public affairs firm with a team of more than 50 professionals around the globe all of whom have served in senior roles with iconic companies, in government, and with leading marketing & comms agencies. Why did I drink the PA Kool-Aid?  In short, it's because of the people and the value proposition we offer our clients. Those of us (like me) that have ample experience both on the in-house/brand and agency side can appreciate how compelling it is. People: Our team includes former senior executives across the globe from eBay, Visa, Tesla, AT&T, Aston Martin, Crispin Porter Bogusky, Burson Marsteller, Rolex, Proctor & Gamble, the U.S. Congress, and many more. They've successfully managed campaigns for companies like Facebook, AT&T, IBM, Ferrari, FedEx, HP, Unilever, Metlife, Mondelez, Symantec, Burger King, Allergan, SoftBank, Ford, and the list goes on. Value proposition that sets Perceptual Advisors apart: - Unparalleled Access to talent & capabilities: C-suite level professionals across industries, geographies and marketing/comms disciplines - All-senior team: No hand-offs to inexperienced staffers handling your business. - Hands-on approach: From strategy to execution, our entire senior-level team actually does the work. - Deep experience: Our team has successfully dealt with nearly every type of issue, challenge and opportunity CPG, F&B and most industries are moving at breakneck speed and facing unprecedented changes. We have a lean, agile and smart team of experts that deliver a strong ROI and successful outcomes quickly, efficiently and cost-effectively. Sound good? Reach out to me to catch-up and chat about how Perceptual Advisors can help you tackle some of your pain points and/or opportunities. Talk soon. #problemsolvers #allseniorteamallthetime #perceptualadvisors #opentowork #Food&Beverage #CPG

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Nearly nine out of 10 consumers #snack daily to fuel their busy schedules, carve out a mindful moment of 'me time,' and connect with family and friends -- but according to Mondelēz International's recently released 5th State of Snacking report, what they are reaching for is changing. I sat down with Richie Gray at #expowest to explore how #snacking is evolving, including three emerging trends that are shaping the occasion and marketplace. Watch the video interview and read more here: https://lnkd.in/eMnbuNTQ

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In the cutthroat world of CPG marketing, it's easy to put up a tough front. But here's a juicy truth: vulnerability isn't a weakness. Being open and genuine can set you apart like a gourmet veggie burger at a fast-food joint. 😋 Over the past few months, I've spoken to many, many business leaders and various professionals and I've witnessed a few common fears that seem to be holding some of you back. 1. Fear of Judgment: Worrying your honest moments will be met with scrutiny. 2. Fear of Rejection: Thinking your true self might not be "good enough." 3. Fear of Failure: Dreading that showing your struggles means admitting defeat. But guess what? Just like adding a pinch of salt to a sweet dessert enhances the flavor, a dash of vulnerability can elevate your game. Here's how: 1. Share Your Stories: Like a well-aged wine, your personal anecdotes can deepen connections with your audience. I've connected with people over our shared love of Bridgerton (what did you think about season 3?!), or my latest hairstyle (who knew hair could inspire so many vulnerable conversations), or even how we share kids of the same age. Bottom line, authentic stories (and connections) resonate. 2. Embrace Feedback: Think of feedback as a necessary ingredient—like yeast in bread-making. It helps you rise. When feedback is constructive and offered to an open and prepared individual, it can unlock serious marketing magic. I was raised in a house where I received buckets of unsolicited feedback that I grew to embrace (thanks mom). 🤣 In truth, this prepared me to be a more active listener and critical thinker. 3. Show Your Humanity: People relate to people, not perfection. Look, sometimes there is a random typo in my blog posts. Will I shrivel up and die of embarrassment because of it?! No! I am a human, not an AI bot. My theory, be the organic, unfiltered juice in a market full of artificial flavors. 🧘‍♀️ So, next time you're crafting your marketing message or maybe your personal brand, ask yourself—are you presenting the polished, picture-perfect façade, or are you sharing the raw, real story behind your story? Remember, in the world of CPG, the best connections are often made when we let down our guard and show a little heart. ❤️ Cheers! Here is a photo of my son demonstrating his version of vulnerability. As he said, "even football players stop to smell flowers, mom." 😊 Want to (re)connect and whip up something authentic together? Start here 👇 https://lnkd.in/gWVEYkbp

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🦔 Hedgehog alert! 🦔 Tillamook County Creamery Association has had an unrelenting focus to reset America's dairy standards for years. With a hedgehog-like focus (where my Jim Collins fans at??), the brand has been chipping away at this 5-year brand ambition through smart and thoughtful product and sub-category expansion (cream cheese launch, butter product improvement, differentiated shredded cheese, ice cream pints), intentional geographic expansion, consumer-led positioning, rebranding and packaging updates, and last but not least, ownable marketing messaging. I should know, having had the pleasure of leading the ice cream category for several years in service of this broader goal. What are some other hedgehog brands (and companies) you love?

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Shoppability. Let's talk about it. I invite you to join Monday webinar where together with Catapult Commercialization Services we will explore the future of marketing activations. From inspiration to shoppability. From CPM to CPO. Full funnel approach with valuable insights across the journey. Anything specific you would like to hear about?

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Several CPG brands have declared war on Big Soda 🥤 And the main battle isn’t even taste. It’s branding. With seltzer sales going flat amongst Gen Z, the latest trend in the beverage industry is here: Healthy sodas 🥥🍇🍓🥭🥝 Where seltzers failed, brands like Poppi “popped” off. This new generation of sodas boasts eye-catching packaging, setting it apart from the giants like Coca-Cola and Pepsi. Big Soda’s appearance is so recognizable and established at this point it would need a total rebrand to stand out in a healthy soda market. Which they would never do. 🤷‍♂️ Aesthetics are essential and Gen Z is all about it. They love Poppi’s bold design, packaging, AND marketing moves. Last month, Poppi ranked as the 11th fastest-growing beverage brand in dollar sales. Just check out the image below and tell me it doesn’t “pop” out at you! 💥 Looks like Big Soda has some big competition. Product design matters. PickFu polls have shown time and time again that consumers get behind the more aesthetically pleasing images. The soda wars are proof of this. What do you think? Can healthy soda brands like Poppi keep a hold on the market? #HealthySoda #CPGMarketing #BrandDesign #BrandAwareness

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Great time with Elanie and Kay from the Renegade Nutrition Podcast! Their content is always so timely related to changes in the science of nutrition, it's impact on our wellness, and how we can all be better at 'biohacking'. We discussed the importance of polyphenols in the diet for longevity, data from blue zones, and Goode Health. Give it a listen (if you have an hour or listen at 1.75x speed) and follow Renegade!

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Modernizing legacy brands for a new generation of consumers is no easy feat. Earlier in my career, I was fortunate to work on teams that accomplished that for two legacy Kraft Heinz brands: Jell-O and Crystal Light. Critical to those successes were the same lessons Gail Hollander discusses in this article: * how to successfully update a brand by understanding its role in the culture and category without walking too far away from the brand truth and its DNA * creating winning marketing strategies by leveraging the art (creative thinking) and the science (data-driven decisions); and * breaking down silos to align the entire organization around long-term brand building I took these lessons I learned and recently wrote an article about how integral they also are for building successful CX strategies: https://lnkd.in/ecPhFpMz

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A really interesting case history on #brandstrategy. ““[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.” If this can not only be theorized but also successfully executed for a product most people would see as a commodity, how much more true this statement should be for categories with higher intangible value! #brandmanagement #branding #marketingstrategy https://lnkd.in/eaB8mMmw

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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“We created this study for produce marketers and all food marketers to better understand how today’s curiosities will influence tomorrow’s trends,” said Cristie Mather, vice president, food for Curious Plot. “While it’s clear that simplicity and affordability are ruling the day, it does not take away from the fact that early adopters’ curiosity for fruits and vegetables, global flavors and functional ingredients remains strong.” 💡 Don't forget to download the 2024 Consumer Curiosity Report: https://bit.ly/4csBBfy #foodtrends #consumerresearch #foodmarketing #producemarketing #produce #fruitsandveggies

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Cautious lower-income consumers and slower restaurant sales are squeezing Kraft Heinz. The packaged food product company on Wednesday (May 1) released earnings showing a 1.2% drop in sales, driven by lower-income consumers spending less at both the supermarket and on meals away from home. The company said it raised its prices 2.7% year over -year to offset the cost of goods such as coffee. “The gap between high and low earners continues to remain wide, and it shows a clear and continued bifurcation,” CEO Carlos Abrams-Rivera said during an earnings call. “So the lower-income consumers are challenged with interest rates remaining high, gas prices elevated and savings dwindling. So there’s a clear pullback of restaurant spend by these lower-earning households, especially in restaurants and convenience stores. These consumers instead are looking for value as they prepare more meals at home.” #inflation Kraft Heinz #groceryindustry

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1.Collaborate and Innovate with organization with shared ethos across segments. 2.Utilize marketing capabilities and increase efficiencies. 3.Tap into the unknown- previously untapped demographics 4.Use it as a platform to build strong narratives and curate compelling experiences. 5. Two brands - twice the noise - one offline through footfalls, one online through social media presence. This collaboration had a simple thought process, 'The World of Craft Collides'. And the shared ethos between tattooing and craft brewing? Expressiveness, Uniqueness, Craftmanship and deep rooted History. #UnitedbyCraft.

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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The non-alcoholic spirits category is building amazing momentum in the US. In fact, over Easter the non-alc spirits became the fastest growing category within alcohol. Sales were up a huge 101% YoY and growth was 3x faster than any other category! It's great to see non-alc spirits continue to gain traction amongst consumers, and what's even more impressive is that CleanCo continue to outperform the category so far in 2024! --- Source: NIQ Measured Off Premise Channels (Easter = 2 weeks ending 04/06/24) #nonalcoholic #nonalc #nonalcoholicspirits #drinksindustry

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I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

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