Hasta La Creative!

Later videos will include another trip to California to showcase where produce comes from and to Idaho to harvest potatoes. McDonald’s worked with Chicago shop Purple Strategies on the video project.

What’s the future of mobile? It sure isn’t about people using their phones to talk to other people, according to L’Oreal USA VP-digital innovation and entrepreneurship Rachel Weiss. Speaking on a panel at the Modern Marketing Summit, held alongside Advertising Week in New York on Monday, Ms. Weiss observed flatly: “We know people don’t want to talk to human beings anymore.” Any parent who’s tried coaxing a millennial into calling someone for customer service help may concur. So what is the future of mobile as L’Oreal sees it? Ms. Weiss believes it will include consumer care within apps, such as Facebook’s Messenger, using bots. She broadly expects to see “the death of apps” in favor of creating useful experiences within Messenger. But she also expects brand to find other ways to provide “on-demand utility” through such vehicles as L’Oreal’s Makeup Genius for trying and buying makeup without talking to a human being at a cosmetics counter.

Speaking of makeovers, Cedar’s Hommus has a new look. The brand has been working with GYK Antler for more than a year to come up with everything from fresh package and website designs to a new content campaign and updated more traditional digital marketing. The campaign began last week and marks Cedar’s first time working with an external agency, according to Ashley Spicer, account director at GYK Antler. The tagline “Know Better Hommus” is a play on words, of course. And yes, the small brand continues to spell hummus with an “o” after the “h,” differently than competitors including market-leader Sabra do. Starting in February, consumers can expect to see an extension of the campaign that folds in more of the brand’s supporting products “always kind of having hummus kind of be our star,” Ms. Spicer said.

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