TrinityP3 boasts extensive CPG marketing consultancy experience, having partnered with global leaders in the food and packaged goods categories, including industry giants like Kellogg, Kraft Heinz, Nestlé, PepsiCo, Parmalat, Chobani, Mars, Ferrero, and Mondelez. This deep-seated understanding of the Food and CPG landscape allows us to deliver unparalleled insights and strategic value to your organization.
The Food Manufacturing and Consumer Packaged Goods (CPG) industries are currently navigating a complex array of challenges. Persistent inflation is driving up raw material, energy, and logistics costs, compounded by fragile global supply chains vulnerable to geopolitical events and climate change. Both sectors are grappling with labor shortages and escalating demands for regulatory compliance across diverse international markets. Crucially, they must adapt to evolving consumer preferences for healthier, more sustainable, and personalized products, alongside a demand for greater transparency.
Despite these hurdles, significant opportunities are emerging through CPG digital transformation marketing. The pervasive application of AI and automation across the entire value chain—from precision agriculture and smart factories to predictive demand forecasting and hyper-personalized marketing—promises enhanced efficiency, substantial waste reduction, and accelerated speed-to-market. The increasing global demand for sustainable and ethical products (e.g., circular packaging, upcycled ingredients) is actively creating new market segments and fostering profound brand loyalty. Furthermore, the rise of e-commerce and the strategic implementation of a CPG direct-to-consumer strategy (DTC) offer manufacturers greater control over distribution, access to richer consumer data, and innovative avenues for direct engagement and sales, enabling agile responses to rapidly shifting global trends.
Global CPG / FMCG experience
To see the full list of food and packaged goods clients we’ve worked with and the work we did, please go here. If you’d like to speak with us about enhancing your CPG marketing procurement or any other marketing challenge, please contact us here to schedule a consultation.
What Does Food and Packaged Goods Marketing Management Mean in Practice?
Effective marketing management in these sectors boils down to three core marketing consultancy practice areas, each meticulously focused on a distinct aspect of FMCG supply chain and marketing dynamics.
Our Marketing Optimisation Practice focuses on:
- CPG Digital Marketing Transformation roadmaps, including the assessment and optimization of technology stacks, the development of robust measurement frameworks, and the setup of workflow prioritization tools. All these elements are crucial to ensure the successful implementation of an effective CPG Marketing Procurement
- Advanced CPG Marketing Procurement, encompassing the construction of comprehensive RFPs and tenders; thorough agency contractual assessment; targeted agency procurement upskilling; and meticulous agency commercial and financial benchmarking (covering resourcing and remuneration models).
- Specialized Production Consultancy, including detailed production evaluation (process and cost) and strategic production transformation consultancy.
Our Supplier and Roster Management Practice focuses on:
- Agency Selection: Identifying the optimal agency partners (creative, media, PR, production, measurement, and more) precisely tailored to your current and future needs.
- Agency Roster: Ensuring your current agency roster, including crucial in-house resources, operates with maximum efficiency, effectiveness, and is positioned to deliver consistent value.
- Agency Commercial: Conducting in-depth financial benchmarking of your current agency fee structures, resources, and deliverables, alongside a comprehensive range of advisory services for your agency commercial arrangements. This includes expert advice on global CPG agency management best practices.
- High-Performing Teams Roster: Comprehensive assessment and continuous improvement of your current agency and in-house operations and relationships, fostering a collaborative and productive environment.
- In-house Agency Assessments: Providing meticulous financial modeling, operational benchmarking, and technology evaluation to optimize your in-house agency plans and services.
Our Media Practice focuses on:
- Media Value Operational Reviews: Critically assessing the strategic and commercial relationship with your current media agency partner, and rigorously measuring and assessing media value creation and optimization across paid, owned, earned, and shared media channels.
- Media Industry Advisory: Offering expert consultative advice across a critical range of topics, including media transparency, environmental sustainability, data privacy, and ad-fraud.
- Media Agency Tender: Providing complete management of your agency tender process, from initial search and selection to successful appointment and ongoing support.
- Media Agency Commercial: Conducting thorough assessment and benchmarking of agency commercial agreements, contracts, resourcing, and remuneration models, along with scope of work models, with a keen eye on optimizing your CPG marketing procurement in media.
Managing FMCG/CPG Marketing
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