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Contrast marketing: the bold tactic that will set HFSS brands apart in 2026 

Following advertising restrictions that came into effect in January 2026, Britain’s FMCG sector stands at a crossroads. Brands promoting products high in salt, fat or sugar now face tighter restrictions on how and where they reach their audiences – and the challenge of new thinking, more daring creativity, and building smarter partnerships lies ahead. Below, we dive into one bold tactic that can help brands to stand out in the new landscape: contrast marketing.  

Unlike standard campaigns that rely on conventional pairings or predictable placements (think Kelloggs adverts appearing during children’s morning television, or protein bar brands sponsoring gym and fitness events) – contrast marketing is about making products, partnerships or sponsorships stand out by amplifying their differences. When executed strategically, this approach not only captures attention but also boosts recall and reshapes perception.  

For example, take the creative thought of pairing Manjaro – a brand best known for its injectable pens, which are becoming increasingly popular for their weight loss benefits – with snacks and crisps. On the surface, these words could not be further apart. But that’s where the power lies.  

The unexpected nature of the partnership sparks curiosity and generates talk, provided the campaign connects the dots for consumers in a relevant, meaningful way. Research shows that high-contrast marketing approaches cut through the clutter by being memorable – crucial qualities in an era where so much conventional promotional space is soon to be off-limits. 

This approach can also counteract the paradox of choice, which occurs when too many similar options tend to lead to overwhelm during the consumer’s decision making process. It takes the product out of the environment we would typically expect to see it, where it blends into a sea of similar options – and narrows consumers’ focus, helping them to quickly notice and recall the featured product. 

This all being said, contract for its own sake is not enough. A creative leap must still make sense to the audience: it needs clarity, coherence and a story that links the supposedly disparate worlds. Brands that succeed find ways to anchor their unusual partnerships – be it through shared values, a common audience, or a witty, self-aware campaign theme that disarms cynicism.  

As we look to 2026, this is a little food for thought for HFSS brands adapting to the challenges ahead. Marketers should be asking: how can we use contract to our advantage? What partnerships are surprising, and justifiable? How do we invite consumers to connect the dots between our products and these new spaces authentically? 

We see this as a bold new era. The best campaigns of tomorrow will be those that flex creative muscles, take strategic risk, and make every placement work harder. In Mandari and snacks can find common ground through contrast, then so can any brand willing to step outside its comfort zone and rethink what engagement means in the HFSS age.  

Now more than ever, the brands that dare to be different will be the ones that consumers remember. And that, ultimately, how one way to turn regulatory challenge into a huge marketing opportunity.