Aligning marketing strategies with a brand’s core identity is essential for creating campaigns that are both impactful and authentic, particularly in the realm of seasonal marketing.
The most effective seasonal campaigns don’t just capitalise on trends or holidays—they seamlessly integrate with the brand’s narrative, ensuring consistency while adapting to the emotional and cultural nuances of each season.
Well-positioned to offer her insights on this topic is TGP’s Alexandra Fuidge. In this Q&A, our Director of Consumer Marketing discusses how to extend brand narratives and engage audiences meaningfully, drawing from her extensive experience at TGP International and Game Changers International across a range of exciting brands.
How do you align your marketing approach with an already established brand vision?
My team focuses on ensuring that the brand’s key messaging pillars are amplified in a way that resonates deeply with the target audience.
It’s about taking what has already been built by our advisory and brand development teams and extending that narrative across marketing channels in a way that feels authentic and engaging.
Whether it’s a new seasonal campaign or a long-term activation, the brand’s essence must remain consistent, allowing customers to connect emotionally at every touchpoint.
What role does storytelling play in this process?
Storytelling lies at the heart of successful consumer marketing. By understanding what your audience wants and needs, you can craft narratives that resonate on a deeper level. This involves listening to your community and responding with products or services that truly speak to them.
For instance, highlighting the cultural inspirations behind a brand’s offerings or sharing genuine customer experiences adds authenticity and builds trust. Seasonal or limited editions can be introduced like new characters in a story, enriching the brand's narrative and keeping the audience engaged.
How do you approach festive campaigns, particularly around peak seasons like Christmas?
Festive campaigns offer F&B brands the perfect chance to create something truly special—but with so many Christmas dishes and seasonal products already out there, how do you stand out?
Perhaps the answer lies in focusing on connection. At its core, hospitality is about bringing people together.
By tapping into this shared desire for connection, brands can strengthen relationships with their audience in meaningful ways.
Whether it’s through collaborations, partnerships, competitions, or unique experiences, festive campaigns become more than just marketing—they become a way to give back, spark genuine excitement, and add real value to the guest experience.
How do you ensure consistency across multiple seasonal campaigns?
It’s all about balance. Every seasonal campaign should reflect the brand’s essence while adapting to specific goals and audiences. Consistency across all touchpoints reinforces brand identity—but bold, captivating campaigns can also unlock new audiences and untapped potential.
Take Ramadan, for example. A thoughtful campaign might align the brand’s core values with the season’s themes of togetherness and generosity, ensuring cultural sensitivity throughout. In contrast, a summer activation could embrace escapism and playfulness, inviting audiences to explore the lighter, more adventurous side of the brand.
By harmonising the brand’s key messaging pillars with seasonal relevance, we create campaigns that make sense in the moment while staying true to what makes the brand unique.
What are some challenges you face in today’s crowded marketing landscape?
One major challenge is standing out without losing authenticity. Customers are savvy—they can tell when a campaign feels forced or overly sales-driven. We strive to create value through our campaigns by focusing on emotional resonance and genuine engagement.
How do you navigate emerging trends while staying true to the brand?
Trends matter, but only when they genuinely serve the brand and its audience. Staying relevant means listening closely to what your community wants, not chasing every trend for the sake of it (we’re not here to create extra work—promise!).
Working across multiple brands has shown us that what resonates in one market or concept may not work elsewhere. That’s why we carefully choose trends that align with the brand’s values and enhance the customer experience. Whether it’s interactive in-store experiences or user-generated content, activations should be designed with authenticity, meeting the real needs, desires, and pain points of the audience.
How does collaboration shape your team’s marketing success?
Collaboration is essential. We work closely with TGP’s Advisory, Brand Development, and Operations teams, who serve as our eyes and ears on the ground. Their real-time feedback helps us understand customer sentiment, ensuring our campaigns remain relevant and responsive.
Beyond internal teams, we also engage with clients, stakeholders, and local influencers to create campaigns that are not only impactful but culturally attuned. This collective approach keeps our strategies both cohesive and innovative, rooted in genuine customer insights.
How do you foster leadership within your team?
Leadership is about trust, reliability, and empowering the team to take ownership of their work. In a fast-paced environment managing multiple brands, accountability is key—we all play a part in driving success. I’ve learned that leadership isn’t about speaking more but listening better—a skill I’ve had to practice along the way.
By encouraging creativity and providing clear direction, we create a space where everyone feels confident sharing their best ideas.
Our team’s diverse talents fuel the success of each brand, with every member contributing something unique. We believe in “train, not blame”—working together through tight deadlines and high-pressure moments, celebrating wins, and learning from challenges as one unified team.
What does the future hold for seasonal and consumer marketing?
Customers increasingly seek brands that align with their values and lifestyles. For us, this means crafting campaigns that don’t just sell products but foster meaningful relationships. The more we can tap into a sense of “community”, the better.
Also, the integration of digital and physical touchpoints will continue to be a critical factor in building those relationships. Customers expect seamless interactions across all channels, whether they’re shopping online for F&B retail products, engaging with a brand on social media, or experiencing the brand in a physical space.
Creating a cohesive experience across these touchpoints allows customers to connect with the brand in a way that feels unified and holistic.
Any advice for brands looking to thrive during peak seasons?
Stay authentic and don’t be afraid to think outside the box. Peak seasons are the perfect time to showcase what makes your brand unique while staying true to your overall strategy.
Planning as far ahead as realistically as possible creates momentum and ensures a more focused, successful campaign.
Equally important is tracking, reporting, and analysing performance throughout the campaign. This approach helps refine tactics in real-time, ensuring campaigns feel personal, special, and resonate deeply—building long-term loyalty with your audience.
Do you have a favourite brand, campaign or activation you’ve worked on for TGP?
I don’t have a single favourite, but one campaign I really enjoyed working on was Floozie’s Summer “Make-a-Shake” campaign. We had a well-structured plan and introduced something entirely new to the market.
We hosted an event with our vegan community, bringing ambassadors together for real-life interactions and fostering a genuine sense of community. There were plenty of collaborations and competitions, allowing us to give back to our loyal customers in a meaningful way.
The product itself was fantastic, and seeing the positive feedback and impressive results made the entire experience incredibly rewarding. It was a great reminder of how impactful authentic engagement can be when paired with a strong strategy.
