Paul Hiebert
Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment. He has a background in market research, and his writing has appeared in The New Yorker, The Atlantic and Slate.
5 Charts That Show Why CPG’s Run Will Continue Well Into 2021
Retail
The vaccine is coming, but data suggests demand for household staples isn’t going away anytime soon.
Unilever Resumes Facebook Advertising After 6-Month Boycott
The Anglo-Dutch company was one of the first to announce a pause on social media spend in June.
Frito-Lay Is Going to Rickroll You—But This Time Rick Astley’s in on the Joke
The singer is never gonna give up healthy snacks in this New Year’s campaign.
P&G’s Marc Pritchard Discusses the Limits of How Much Good Brands Can Do
The CPG manufacturer plans to do 2,021 positive deeds in 2021.
Pringles Will Run a Spot in the 2021 Super Bowl
This marks the snack brand's fourth appearance in a row.
Colgate-Palmolive Aims to Turn Toothbrushing Into a Quiet Moment of Mindfulness
And use the opportunity to collect more user data, too.
How Domino’s Plans to Beat the Food Delivery Boom
With a new ad agency and growing budget, the pizza chain is committed to taking a different approach than the competition.
The Pandemic Has Shifted When, Not Just How, Americans Buy Groceries
Instacart data reveals how online shopping is shifting during the pandemic.
Tupperware Is Having a Great Year, and It’s Not Just Because of the Pandemic
More people making meals at home isn't the only reason it's doing so well.
How Growing Hot Sauce Brand Truff Built a Product Out of Social Media Success
Co-founders Nick Guillen and Nick Ajluni discuss how no amount of marketing can replace authenticity.