Episode 37: Blend In and Die: The Truth About FMCG Design

Episode 39: From Cannes to Canned - We say goodbye (for now) and share lessons learned

The End of Canned? Sort Of. After 39 episodes, two live shows, 11 guests, countless marketing debates and more technical glitches than any podcast deserves, Steph Quantrill and Ben van Rooy are wrapping up Canned: The Marketing Podcast. But this isn’t a dramatic farewell episode, it's a debrief.  From why they started the podcast after Cannes Lions, to what actually goes into producing weekly content, the pair unpack the highs, lows, surprises and lessons from a year of talking marketing every single week. They also share what worked, what flopped, what they’d do differently, and what’s next from both of them after Canned. What You’ll Learn in This Episode * Why Canned started in the first place The real origin story behind the podcast, the Cannes Lions inspiration, and why the pair decided to commit to recording weekly.  * What  goes into making a podcast From spreadsheets and planning docs through to editing, promotion and platform distribution — the reality behind “just starting a podcast.”  * The episodes and topics that surprised them most Which episodes became audience favourites, which topics flopped unexpectedly, and why marketing audiences can be hard to predict.  * The importance of consistency in content Why showing up every week mattered more than perfection — and what marketers can learn from that discipline.  * The future of podcasting and content creation Steph and Ben unpack where they think content is heading, the role of video, AI tools, promotion, and why simply creating content isn’t enough anymore.  Bonus Nuggets *  Ben reveals the legally binding agreement they signed to force themselves to keep recording.  *  Steph admits some episodes required a strategic wine beforehand.  *  The pair discuss why hotel WiFi should never, ever be trusted for podcast recording.  Why Listen? If you’ve ever thought about starting a podcast, building a personal brand, creating content consistently, or simply wondered what happens behind the scenes of a marketing podcast — this episode is for you. It’s a candid, funny and surprisingly practical look at what it really takes to build something creative alongside full-time careers, clients and life. Episode Chapters *  00:00 – The final episode announcement  *  04:30 – How Canned originally started after Cannes Lions  *  10:45 – Choosing the audience and podcast format  *  16:30 – Planning episodes, guests and content themes  *  23:40 – Favourite guests and standout moments  *  30:50 – Why promotion matters more than most podcasters think  *  36:20 – The reality of podcast analytics and growth  *  42:10 – Tools, platforms and production learnings  *  46:40 – What’s next for Steph and Ben  *  49:00 – Final reflections and goodbye  Call To Action If you’ve enjoyed Canned over the last year, this is the episode to finish on. Listen now, revisit your favourite episodes from the archive, and keep following Steph and Ben for whatever comes next. www.cannedmarketing.com  Stephanie Quantrill [https://www.linkedin.com/in/stephanie-quantrill/] - Linkedin Ben Van Rooy - [https://www.linkedin.com/in/benvanrooy/] Linkedin

Episode 38: Why Brands Chase Trends - we Break Down the Successes and Failures

Steph Quantrill and Ben van Rooy unpack the rise of food trends, cultural influence and why brands are obsessed with staying relevant. From matcha and bubble tea to Stanley Cups and Labubu, this episode explores how trends form, where they spread from, and why marketers often mistake short-term hype for long-term opportunity. Broadcasting from Japan and Melbourne, Ben and Steph compare the cultural influence of East versus West, debate whether brands should follow trends at all, and break down the commercial realities of jumping on the next big thing too early or too late. If you’ve ever wondered whether your brand should launch the next trending flavour or product, this episode is for you. What You’ll Learn in This Episode *  Why trends are increasingly moving from East to West instead of the other way around  *  How brands can tell the difference between a fad, a trend and a cultural shift  *  Why timing matters more than simply jumping on what’s popular  *  How brands like McDonald’s and Stanley balance trends with long-term positioning  *  Why marketers need curiosity, travel and cultural awareness to spot what’s next  Bonus Nuggets *  Ben reports live from Japan on the intensity of Tokyo advertising and trend culture  *  Steph reviews The Devil Wears Prada 2 and Melbourne’s out-of-home advertising scene  *  The pair break down the biggest Met Gala fashion moments and celebrity brand power  Call to action If you enjoyed this episode, follow Canned, the Marketing Podcast on Spotify, Apple Podcasts or YouTube and share it with another marketer who’s trying to separate hype from real opportunity. Resources mentioned: *  Mintel  *  NIQ (NielsenIQ)  *  Tracksuit Brand Tracking  *  McKinsey & Company  *  Uniqlo  *  Onitsuka Tiger  Connect with the creators, and hosts mentioned: *  Ben van Rooy LinkedIn  *  Stephanie Quantrill LinkedIn  Explore more from Canned: *  Canned, the Marketing Podcast  *  Cue Marketing  *  Human Digital  Timestamps *  00:00 – Food trends, matcha and modern marketing culture  *  00:40 – Ben broadcasts from Japan and shares trend observations  *  01:40 – Japanese advertising, public transport and sensory overload  *  03:00 – The rise of convenience culture and Japan’s famous egg sandwiches  *  04:00 – Steph reviews The Devil Wears Prada 2 and Melbourne marketing  *  05:15 – Why Melbourne’s out-of-home advertising stands out  *  06:15 – Met Gala reactions and fashion as cultural influence  *  08:40 – Celebrity branding, shock factor and wearable art  *  13:15 – What marketers misunderstand about trends  *  14:10 – TikTok, food culture and the rise of matcha everything  *  15:30 – Why trend influence is now moving East to West  *  17:10 – How algorithms shape different trend realities for different audiences  *  18:20 – Why niche communities now drive modern trends  *  19:20 – The difference between a fad, a trend and a cultural shift  *  20:40 – How brands decide whether a trend is commercially viable  *  22:00 – The risks of entering trends too early  *  24:20 – Why New Zealand brands can be slower to adopt trends  *  26:10 – Matcha as a case study in cultural repositioning  *  29:00 – Why brands fail when they simply “make it green”  *  31:00 – Can brands actually create trends?  *  34:00 – Stanley Cups, Crocs and trend-driven brand growth  *  37:40 – Why trends should never replace long-term brand strategy  *  39:00 – McDonald’s as a masterclass in trend adaptation  *  41:00 – The rise of Asian influence on global culture and branding  *  47:45 – Practical advice for marketers on spotting trends early  *  49:00 – Why curiosity is a marketer’s greatest advantage www.cannedmarketing.com  Stephanie Quantrill [https://www.linkedin.com/in/stephanie-quantrill/] - Linkedin Ben Van Rooy - [https://www.linkedin.com/in/benvanrooy/] Linkedin

Episode 37: Blend In and Die: The Truth About FMCG Design

Most marketers obsess over campaigns, but forget about the battleground of the shelf.  In this episode Steph Quantrill and Ben van Rooy sit down with Matt Grantham, Creative Director at OnFire Design, to unpack why packaging is often doing more heavy lifting than your entire media budget. From supermarket psychology to category-breaking brands, Matt brings global experience across FMCG, challenger brands, and retail design. Matt breaks down the game of retail -  survival, perception, and sales in a brutally competitive environment where you’ve got seconds to win.  What You’ll Learn in This Episode • Why packaging often becomes the last lever before delisting and what that reveals about brand health  • How category codes shape consumer behaviour and when its okay to break them   • What drives real ROI in packaging beyond short-term sales spikes and into long-term loyalty  • Why most packaging briefs often try to do too much and how to focus on what matters  • How challenger brands win by owning one distinctive idea and sticking to it Bonus Nuggets  • The “husband test” for packaging clarity and why it’s brutally effective  • How peanut butter went from commodity to premium through packaging and positioning Call to Action If your packaging had to win the sale without your marketing, would it even stand a chance? Resources mentioned • Stickybeak – https://www.stickybeak.co.nz  • OnFire Design – https://www.onfiredesign.co.nz Connect with the creators, and hosts mentioned: • Matt Grantham – https://www.linkedin.com/in/matt-grantham/ [https://www.linkedin.com/in/matt-grantham-b875291a/] • Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ [https://www.linkedin.com/in/benvanrooy/] • Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/ [https://www.linkedin.com/in/stephanie-quantrill/] Explore more from Canned: • Canned the Marketing Podcast: www.cannedmarketing.com [http://www.cannedmarketing.com] • Cue Marketing: www.cuemarketing.co.nz [http://www.cuemarketing.co.nz] • Human Digital: www.humandigital.com [http://www.humandigital.com] Timestamps 00:00 Intro to packaging as a marketing channel  03:30 Small budgets, big creative thinking from marketing panel  05:00 Supermarket behaviour and unfamiliar category cues  07:00 Meet Matt Grantham and design background  14:00 Why brands come to designers when sales drop  16:00 Product vs packaging and the reality of performance  18:30 Category codes vs breaking the rules  21:00 The ROI of packaging and loyalty effects  23:00 The 3–5 second shelf decision  25:00 Distinctiveness and “ugly but effective” design  27:00 What makes a strong packaging brief  30:00 Brand assets and visual shortcuts for consumers  32:00 The husband test and clarity in design  34:00 Design trends and the rise of maximalism  36:00 Food trends shaping packaging decisions  38:00 What marketers need to bring to the table  41:00 Why packaging can’t do everything  43:00 Format, structure, and physical design constraints  45:00 FMCG vs premium packaging realities  46:00 Closing thoughts on complexity and craft This episode is basically a reality check for marketers. You can pour millions into media, but if the pack doesn’t earn the pick-up, you’re just funding awareness for your competitor. www.cannedmarketing.com  Stephanie Quantrill [https://www.linkedin.com/in/stephanie-quantrill/] - Linkedin Ben Van Rooy - [https://www.linkedin.com/in/benvanrooy/] Linkedin

Episode 36: Brand Comebacks - Bonds, Crocs and the Business of Staying Relevant

Some brands disappear. Others just go quiet. In this episode, Steph Quantrill and Ben van Rooy unpack the real mechanics behind brand comebacks.  From failed revivals like Georgie Pie to cultural reinventions like Old Spice and Bonds, this is a forensic look at timing, culture, and brand equity.  The importance of knowing what to bring forward and what to leave behind. What You’ll Learn in This Episode • Why nostalgia opens the door but doesn’t keep customers in the room  • How dormant brand equity holds value and when it disappears  • Where brands go wrong when they try to revive past success  • Why relevance matters more than memory when targeting new audiences  • How timing and culture determine whether a comeback lands or flops Bonus Nuggets • Why Georgie Pie proves demand doesn’t equal sustained success  • How Bonds used Robert Irwin to engineer cultural relevance at scale  • Why Old Spice rebuilt a category by shifting usage not just messaging Call to Action If your brand is fading, the question isn’t how to bring it back, it’s whether there’s anything worth bringing forward. Resources mentioned • Georgie Pie  • Bonds  • Old Spice  • Tui  • Allbirds Connect with the creators, and hosts mentioned: • Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ [https://www.linkedin.com/in/benvanrooy/] • Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/ [https://www.linkedin.com/in/stephanie-quantrill/] Explore more from Canned: • Canned the Marketing Podcast: www.cannedmarketing.com [http://www.cannedmarketing.com] • Cue Marketing: www.cuemarketing.co.nz [http://www.cuemarketing.co.nz] • Human Digital: www.humandigital.com [http://www.humandigital.com] Timestamps 00:00 Intro to comeback brands  05:23 Coachella and brand activations  11:33 Why comebacks are trending  13:55 Types of brand comebacks explained  14:34 Georgie Pie rise and failed revival  19:14 Bonds and cultural relevance play  23:39 Old Spice reinvention case study  28:25 Brand equity and what actually lasts  30:36 Why Tui struggled to revive success  32:23 Allbirds and extreme repositioning  35:03 Culture, timing and Y2K fashion returns  36:32 Crocs and accidental relevance www.cannedmarketing.com  Stephanie Quantrill [https://www.linkedin.com/in/stephanie-quantrill/] - Linkedin Ben Van Rooy - [https://www.linkedin.com/in/benvanrooy/] Linkedin

Episode 35: Stop Scripting Influencers: A Smarter Way to Use Creators

Steph Quantrill and Ben van Rooy unpack one of the most overhyped and misunderstood areas in marketing, influencer marketing, or as Steph prefers, the creator economy. From Cannes trends to real-world campaigns, they explore why brands are still getting it wrong, where creators actually drive impact across the funnel, and why control is the enemy of effectiveness. If you’ve ever briefed an influencer and ended up with something painfully off-brand or overly scripted, this episode gets into the tension between creativity, trust, and results. What You’ll Learn in This Episode: *  Why creators drive attention differently and what brands fail to understand about it  *  How influencer marketing works across the funnel and not just at awareness  *  Why control kills effectiveness and what marketers struggle to let go of  *  How B2B influencers and employee creators are reshaping trust  *  What separates a one-off influencer post from a real brand partnership  Bonus Nuggets: *  Why most brands still brief influencers like TV ads and ruin the outcome  *  The rise of creators building their own brands and flipping the power dynamic  *  Why brands like Duolingo prove you can act like a creator and win  Call to Action: If you’re using influencers but not seeing impact, this episode will challenge whether you’re solving for control instead of trust. Explore more from Canned: *  Canned the Marketing Podcast  [https://www.cannedmarketing.com/] *  Cue Marketing  [https://www.cuemarketing.co.nz/] *  Human Digital  [https://humandigital.com/] Timestamps: 00:00 – Intro to influencers vs creators  02:30 – Easter recap and cultural trends  05:00 – Nostalgia marketing and campaign examples  10:50 – Why the creator economy matters now  13:00 – Influencers across the funnel  16:00 – The control vs authenticity tension  20:00 – B2B influencers and employee creators  23:00 – Creator examples and partnerships  28:00 – Brand-led creator strategies  31:00 – Long-term partnerships vs one-offs  33:30 – Practical tips for working with creators  37:00 – Final thoughts on trust and modern buyers www.cannedmarketing.com  Stephanie Quantrill [https://www.linkedin.com/in/stephanie-quantrill/] - Linkedin Ben Van Rooy - [https://www.linkedin.com/in/benvanrooy/] Linkedin