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Welcome to the breakfast club for marketers. 

Brainy Breakfast, where New Zealand's marketing community connects, sharing ideas, swapping stories and sparking inspiration. 

Marketing in a Mood of Caution: From Selling More to Meaning More

In a landscape of uncertainty and rising costs, the role of marketing has shifted. This is no longer a moment for excess, escapism, or “buy more” messaging. It’s a moment for empathy, usefulness, and relevance.

The most effective brands are helping people make smarter choices, showing value without shouting it, and meeting customers where they are.

At this Brainy Breakfast, we’ll unpack the mood of the nation with insights from TRA, alongside two standout case studies of textbook mood-matching advertising from two local brands.

We’ll show you what consumers are really looking for, how not to talk to customers right now and how marketers can respond with creativity, clarity and care when everything, from budgets to resilience, is being tested. 

Your ticket includes:

  • A delicious breakfast + barista coffee
  • Inspiring speakers and expert panels
  • Actionable insights and ideas
  • Plenty of time to connect, chat and network

 

Sponsored by

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Pricing

Members: $99 + GST

Non-members: $149 + GST

Product Details

Date:
11/06/26

Time:
7:00am - 9:00am

Event Location:
Auckland

Venue Name:
The Maritime Room

Venue Address:
Princes Wharf, Auckland CBD, Auckland 1010

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Programme

Presentation
Case Study:
Griffin’s – Life Needs a Biscuit

In a market defined by caution and constraint, Griffin’s leans into the power of the everyday. Life Needs a Biscuit captures small, recognisable moments across Kiwi life - not as escapism, but as reassurance. It’s a shift away from big, polished FMCG storytelling toward something more grounded, human and emotionally true. The campaign reflects a nation seeking comfort, familiarity and small rewards, showing how brands can resonate by matching the mood - not distracting from it.

  • Everyday moments over aspirational lifestyles
  • Comfort, routine and emotional familiarity as value
  • No excess - just small, tangible rewards
  • A benchmark in quiet, mood-matched storytelling
Presentation
To be announced
Presentation
To be announced

 

Speakers

Allison Yorston (1)

Allison Yorston

Marketing Director
Griffin's Snacks

Case Study: Griffin’s – Life Needs a Biscuit

READ BIO
Allison Yorston (1)

Allison Yorston

Marketing Director
Griffin's Snacks

Case Study: Griffin’s – Life Needs a Biscuit

READ BIO
Allison Yorston (1)

Allison Yorston

Marketing Director
Griffin's Snacks

Case Study: Griffin’s – Life Needs a Biscuit

About Allison

Ali Yorston has worked on iconic brands across both sides of the Tasman.  Currently at the helm of Griffin’s marketing, her career history has taken her from fridges to lunchboxes, to breakfasts and afternoon teas, and from functional foods to fun food and beverages.  She believes everything should start with consumer orientation and lead you on a path of unlocking learnings to deliver commercial outcomes.   Ali loves a good problem to solve and often ‘bites off more than she can chew’ but all in service of pushing the boundaries of what is possible.

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