Satisfying Appetites & Winning Hearts

At Modern Citizens food and drink brands have a very special place in our hearts, heads and stomachs. The challenge of making the world care about one bag, box or bottle of deliciousness over another is one of our industry's greatest. And through brand design, digital solutions, content creation and advertising we’ve done just that time and time again.

From creating a family of 8-foot Hugglers for Anchor to a crows-eye tour of Jose Cuervo drinkers. An animated cracker-based extravaganza for Ryvita to a cultural catchphrase phenomenon for Carling. We’ve found all manner of ways of getting the worlds food and drink brands into the hearts and baskets of the world’s shoppers. Scroll on to find out more.

Brands we've worked with in the Food & Drink sector

Key Insights

Insight 1

Operating in an Ozempic World

The growth of GLP-1 agonist medications like Ozempic and Wegovy has surged in the last 5 years as a way to achieve rapid weight loss. One concern linked to GLP-1 use is the impact of a reduction in food consumption on nutrition. Simply put, if people are eating less, they need to be sure that they’re still getting the nutrients needed to maintain their health. Expect to see more food and drink brands boosting their products with added functionality, enabling users consumers to maintain nutrition on a lower calorie intake.

Insight 2

Feasts for the Senses

In a world where all the statistics show we’re staying in more, socialising less, and more of our experiences are mediated through screens, our senses are becoming dulled. And that’s not good. When we’re depriving ourselves of smells, sounds, touch, and tastes, we’re suppressing some deep human needs. The food and drink brands that can fire up our senses will prosper in today’s sensorially neutered world. Consumers evaluate everything on sensory experiences; when they have an experience, they have an opinion. Brands must consider consumers’ every touch and interaction, from product to packaging.

Insight 3

Recommendation Role Reversal

It used to be that parents had to coax their kids into being more adventurous eaters. ‘Enough macaroni, how about we try chicken satay or samosas tonight instead?’ But increasingly, we see the shoe’s now on the other foot. 63% of UK parents now say their 4–17-year-olds (Gen Alpha) have a big say in household meals. And six in 10 UK parents of children under 18 have tried a new product that their child(ren) has recommended.