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Thought Leadership: How to move conversations away from cost to value

January 2021

“67% of customers say they would switch brands if another brand of similar quality took a leading position on a current issue. ”


Many businesses are planning to market their way through the pandemic. This means there will be more competition for share of voice among businesses targeting the hospitality sector. And next year will be even more of a competitive environment, as customers place greater emphasis on managing costs.

Making the most of Thought Leadership

To create more impact with your marketing budget, we often recommend taking a Thought Leadership approach to campaigns, especially since 67% of customers say they would switch brands if another brand of similar quality took a leading position on a current issue.

It is also worth bearing in mind that taking a lead on an issue that matters to your customers can help your sales teams have more value-based sales conversations with buyers.

There are lots of good examples out there, including Unilever Food Solutions’ campaign #FairKitchens – a movement of chefs supporting chefs to make kitchen culture more open, inclusive and healthier.

At Délifrance, Thought Leadership comes in the shape of the company’s bakery reports, which offer insight into consumer and sector trends. The company also produced a sector-specific report this year to help the hotels get back up and running after the first lockdown.

Three key considerations:

  • Does your Thought Leadership initiative align with what your customers need?

  • Are you truly adding something new to the conversation?

  • Is there a strong and clear link between your brand and your initiative?

For more insight and help planning your marketing, check out our Marketing Roadmap for 2021.

It’s a short, sharp piece using our knowledge and expertise to help marketing teams plan for the year ahead. From nailing down the commercial value of activity to deciding which media channels to use.

If you want to chat through any of the points in the piece, or need any help with your PR or marketing, please get in touch.

 

Insights & Trends

Arena Networking Navigator is back for 2026

January 2026

We know first-hand that careers in foodservice and hospitality are built on relationships. That’s why we’re proud to be returning for a second year as partners of the Arena Networking Navigator Programme 2026, alongside Arena and Performance Works International. 

Following a successful inaugural year, the programme is back with renewed momentum and a clear purpose: to continue addressing a recognised skills gap among early-career professionals who have not always had access to the in-person networking experiences that are so vital to long-term success in our industry. As the way we work evolves, the ability to form meaningful, career-defining connections remains a critical skill – and one that doesn’t always come naturally. 

Launching in February 2026, the six-session hybrid programme once again blends expert-led online learning with high-impact, face-to-face experiences at two flagship Arena events. The structure is designed to build confidence step by step, ensuring delegates can put theory into practice in real-world industry settings. 

The programme begins with the fundamentals: understanding why networking matters, what makes a strong first impression and how to become a more effective, authentic networker. Delegates then focus on refining their elevator pitch, learning how to break the ice, prepare for events and adapt their approach for in-person and online environments. 

A core strength of the Networking Navigator is the opportunity to practise these skills live. The Arena Futures Live Event provides a supportive space for delegates to connect with peers and industry leaders, while Networking 101 sessions tackle practical challenges such as entering and exiting conversations, steering discussions with confidence, following up effectively and approaching new contacts. 

Preparation for one of Arena’s most prestigious events is another key milestone. Delegates will set clear objectives, rehearse introductions and receive practical guidance ahead of the Arena Savoy Lecture at The Savoy, London. The programme concludes with a graduation ceremony at the Savoy Lecture itself, where participants are invited on stage to receive their certificates. 

Our own Olivia Charles was one of the successful 2025 cohort. Here’s what she had to say about it: “Before joining the Networking Navigator programme, networking felt daunting. The course pushed me outside my comfort zone and helped me realise that most people feel exactly the same. We are all simply there to connect. It shifted my mindset, strengthened my confidence and gave me practical tools to approach people, hold meaningful conversations and navigate interactions with ease. It has been a genuinely valuable experience for both my personal and professional development.”

Priced at £950 + VAT, including attendance at both Arena Futures and the Arena Savoy Lecture, the Arena Networking Navigator Programme is a powerful investment in future industry leaders. 

Head to area.org.uk for details.  

 

Insights & Trends

Trend watch: The fibre opportunity in foodservice comms

January 2026

By Rachel Taylor, managing director, William Murray PR & Marketing

Fibre is becoming the biggest comms opportunity in UK foodservice this year, and one businesses should maximise.

The M&S 2026 Health Trends report highlights fibre’s move into the mainstream: “Fibremaxxing is about strategically ‘maximising’ the fibre in your meals (like swapping white rice for brown or adding chia seeds to your lunchtime salad),” the report suggests.

Consumers are actively ‘fibremaxxing,’ and that creates a clear, timely story for operators and brands.

As a comms specialist I’m watching this because it’s simple to activate and easy to measure. Reformulate for texture and taste, build menu swaps that add clear grams of fibre, and tell the story in plain language.

Do that and you’ll drive trial and repeat visits.

Three quick, practical moves I’d prioritise for a comms strategy:

  1. Make it tangible: Always show grams of fibre per portion and a one‑line benefit.
  2. Lead with flavour: Frame fibre as a taste and texture win, not a compromise.
  3. Share what you doing: Join or lead the ‘fibre’ conversation, using your spokespeople to contribute to trend reports to drive maximum trade media pick‑up on what you are doing – and why.

If your brand can make fibre convenient and craveable, the commercial upside is real, and the comms lift will follow. Have you got the right launch narrative that wins attention ready to go? Can I help?