The campaign

TELUS Consumer Goods has produced a Food and Beverage Study for the past 13 years. This year they expanded their study of 3K+ consumers beyond the US market, gathering research and insights in the US, UK, and Australia to reveal how top brands capture market share through price, flavour innovation and brand differentiation. The 2026 study was packaged into a whitepaper for lead generation and targeted to CPG manufacturers, Trade Marketing & Revenue Growth Management teams, Sales Leaders, Brand Managers, and Innovation Teams.

The challenge

I was the primary writer for the whitepaper through my agency client AndSo. I had never worked on this campaign before. The challenge was that previous whitepapers for the campaign did not feature insights from three markets so the whitepaper had a whole new structure and approach than in previous years.

The solution

I carefully worked with TELUS’s brief to extract the key information and peppered it with standout findings from their study. I creatively organized the content so that the final piece enables users to easily absorb high level information and insights about each market and compare them.