The coronavirus pandemic has spurred food companies to find new ways to connect with consumers, such as generating entertainment value, delivering on a purpose-driven mission or offering alternative ways to experience a brand, according to a panel of industry marketing executives. Kellogg, for example, launched cereals in snack pack and bar varieties and teamed with the Association of National Advertisers to measure the effectiveness of its marketing, said Susan Seams, senior director of experience planning at Kellogg.

General Mills is reviving the "Got Milk?" tagline by partnering with the Milk Processor Education Program, which originated the campaign, and by featuring the phrase on cereal boxes. Brand mascots will sport milk mustaches, and the campaign will promote the nutritional benefits of pairing cereal with milk.

Mondelez has launched the Creme Egg Golden Goobilee campaign recognizing the Cadbury Creme Egg's 50th anniversary in the UK. The omnichannel campaign prompts people to enjoy the "EATertainment" value of the eggs, and the brand is hiding 200 golden versions in stores that offer chances to win cash prizes.

E.l.f. Cosmetics has emerged from the coronavirus pandemic in a strong position due to its willingness to execute bold marketing on digital channels such as TikTok, which appeals to Generation Z, said Gayitri Budhraja, vice president of brand. She added that younger consumers are also drawn to e.l.f.'s clean-label claims and knowing "our product development pipeline is stacked with innovation."

Unilever has launched the Crown Fund UK to support organizations trying to end hair discrimination experienced by Black people. Unilever's Dove brand is sponsoring workshops to assist teachers with addressing this type of discrimination in classroom discussions.