Portrait of Paul Hiebert

Paul Hiebert

Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment. He has a background in market research, and his writing has appeared in The New Yorker, The Atlantic and Slate.

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With 135% Growth, Kroger’s Ad Business Aims to ‘Set the Bar’ for Media Accountability

Programmatic

As third-party cookies fade away and brand safety remains a concern, the future looks bright for retail media.

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3 Tips for How Brands Should Address Social Issues

Cannes Lions

Leaders at Amazon and Lifewtr shared their thoughts during the Adweek at Home virtual event.

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Canned Fruits and Veggies Have a Bad Rap, but the Pandemic Might Be Revamping Their Image

Commerce

Despite what shoppers think, science shows canned fruits and vegetables can be just as nutritious as fresh.

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Grove Collaborative Names New CMO as It Looks to Drive Awareness

Commerce

Former Amazon marketer Jennie Perry is joining the consumer goods startup as shoppers start thinking differently about health and hygiene.

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How Snacks.com Is Showing Frito-Lay What Shoppers Actually Want

Commerce

Additional revenue is nice, but it's not the point.

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Anheuser-Busch to Supply the Nation With Free Beer if Vaccination Goals Are Met by July 4

Beer, Spirits & Cannabis

The brewer is teaming up with the White House to encourage 70% of U.S. adults to get one Covid-19 shot before Independence Day.

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Health-Ade Focuses on ‘a Happy Gut’ in Its Biggest Ad Campaign Ever

Brand Marketing

The brand is also unveiling new packaging as consumers keep buying kombucha.

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Pepsi Claims It Goes Better With Burgers Than Coca-Cola in New Campaign

Brand Marketing

The brand also reminds everyone it's not available at the nation's most popular fast-food chains.

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The Future of Grocery Shopping in 6 Charts

Commerce

New figures underscore the rise of delivery, private labels and plant-based everything.

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M&M’s Bets Big on Its New Immersive Space in the Mall of America

Brand Marketing

The Mars candy brand opened a store, its sixth, in the nation's largest shopping complex.