Food and drink firms to use ‘guerrilla tactics’

GUERRILLA marketing tactics could be the next weapon for food and drink companies seeking to build a product brand without King Kong-size budgets.

Many companies were briefed on the increasing style of ambush marketing at Bord Bia’s Brand Forum, partnered by Bank of Ireland Business Banking.

The forum addressed how food and drink firms can adopt unconventional marketing means in order to get maximum results from minimum cash outlay.