In this in-depth report, Andy Nairn - the serial IPA Effectiveness Award winner and founding partner of the Lucky Generals agency - analyses the challenges facing food and drink brands and shows how marketers have used a variety of strategies to keep growing brands in mature markets. Drawing on insights from the IPA Databank and a wide range of other sources, this report identifies successful cases, flags up future issues for food and drink businesses and predicts ways to keep marketing effectively in these sectors.