Canned the Marketing Podcast

Canned Marketing
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Join Ben van Rooy and Stephanie Quantrill as they bridge the gap between business and consumer marketing, sharing contrasting perspectives, proven strategies, and real-world insights for marketing leaders navigating today’s complex landscape.  Brought to you by Human Digital and Cue Marketing.

  1. May 28

    Episode 39: From Cannes to Canned - We say goodbye (for now) and share lessons learned

    The End of Canned? Sort Of. After 39 episodes, two live shows, 11 guests, countless marketing debates and more technical glitches than any podcast deserves, Steph Quantrill and Ben van Rooy are wrapping up Canned: The Marketing Podcast. But this isn’t a dramatic farewell episode, it's a debrief.  From why they started the podcast after Cannes Lions, to what actually goes into producing weekly content, the pair unpack the highs, lows, surprises and lessons from a year of talking marketing every single week. They also share what worked, what flopped, what they’d do differently, and what’s next from both of them after Canned. What You’ll Learn in This Episode Why Canned started in the first place The real origin story behind the podcast, the Cannes Lions inspiration, and why the pair decided to commit to recording weekly. What  goes into making a podcast From spreadsheets and planning docs through to editing, promotion and platform distribution — the reality behind “just starting a podcast.” The episodes and topics that surprised them most Which episodes became audience favourites, which topics flopped unexpectedly, and why marketing audiences can be hard to predict. The importance of consistency in content Why showing up every week mattered more than perfection — and what marketers can learn from that discipline. The future of podcasting and content creation Steph and Ben unpack where they think content is heading, the role of video, AI tools, promotion, and why simply creating content isn’t enough anymore. Bonus Nuggets  Ben reveals the legally binding agreement they signed to force themselves to keep recording.  Steph admits some episodes required a strategic wine beforehand.  The pair discuss why hotel WiFi should never, ever be trusted for podcast recording. Why Listen? If you’ve ever thought about starting a podcast, building a personal brand, creating content consistently, or simply wondered what happens behind the scenes of a marketing podcast — this episode is for you. It’s a candid, funny and surprisingly practical look at what it really takes to build something creative alongside full-time careers, clients and life. Episode Chapters  00:00 – The final episode announcement  04:30 – How Canned originally started after Cannes Lions  10:45 – Choosing the audience and podcast format  16:30 – Planning episodes, guests and content themes  23:40 – Favourite guests and standout moments  30:50 – Why promotion matters more than most podcasters think  36:20 – The reality of podcast analytics and growth  42:10 – Tools, platforms and production learnings  46:40 – What’s next for Steph and Ben  49:00 – Final reflections and goodbye Call To Action If you’ve enjoyed Canned over the last year, this is the episode to finish on. Listen now, revisit your favourite episodes from the archive, and keep following Steph and Ben for whatever comes next. www.cannedmarketing.com  Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    50 min

  2. May 21

    Episode 38: Why Brands Chase Trends - we Break Down the Successes and Failures

    Steph Quantrill and Ben van Rooy unpack the rise of food trends, cultural influence and why brands are obsessed with staying relevant. From matcha and bubble tea to Stanley Cups and Labubu, this episode explores how trends form, where they spread from, and why marketers often mistake short-term hype for long-term opportunity. Broadcasting from Japan and Melbourne, Ben and Steph compare the cultural influence of East versus West, debate whether brands should follow trends at all, and break down the commercial realities of jumping on the next big thing too early or too late. If you’ve ever wondered whether your brand should launch the next trending flavour or product, this episode is for you. What You’ll Learn in This Episode  Why trends are increasingly moving from East to West instead of the other way around  How brands can tell the difference between a fad, a trend and a cultural shift  Why timing matters more than simply jumping on what’s popular  How brands like McDonald’s and Stanley balance trends with long-term positioning  Why marketers need curiosity, travel and cultural awareness to spot what’s next Bonus Nuggets  Ben reports live from Japan on the intensity of Tokyo advertising and trend culture  Steph reviews The Devil Wears Prada 2 and Melbourne’s out-of-home advertising scene  The pair break down the biggest Met Gala fashion moments and celebrity brand power Call to action If you enjoyed this episode, follow Canned, the Marketing Podcast on Spotify, Apple Podcasts or YouTube and share it with another marketer who’s trying to separate hype from real opportunity. Resources mentioned:  Mintel  NIQ (NielsenIQ)  Tracksuit Brand Tracking  McKinsey & Company  Uniqlo  Onitsuka Tiger Connect with the creators, and hosts mentioned:  Ben van Rooy LinkedIn  Stephanie Quantrill LinkedIn Explore more from Canned:  Canned, the Marketing Podcast  Cue Marketing  Human Digital  Timestamps  00:00 – Food trends, matcha and modern marketing culture  00:40 – Ben broadcasts from Japan and shares trend observations  01:40 – Japanese advertising, public transport and sensory overload  03:00 – The rise of convenience culture and Japan’s famous egg sandwiches  04:00 – Steph reviews The Devil Wears Prada 2 and Melbourne marketing  05:15 – Why Melbourne’s out-of-home advertising stands out  06:15 – Met Gala reactions and fashion as cultural influence  08:40 – Celebrity branding, shock factor and wearable art  13:15 – What marketers misunderstand about trends  14:10 – TikTok, food culture and the rise of matcha everything  15:30 – Why trend influence is now moving East to West  17:10 – How algorithms shape different trend realities for different audiences  18:20 – Why niche communities now drive modern trends  19:20 – The difference between a fad, a trend and a cultural shift  20:40 – How brands decide whether a trend is commercially viable  22:00 – The risks of entering trends too early  24:20 – Why New Zealand brands can be slower to adopt trends  26:10 – Matcha as a case study in cultural repositioning  29:00 – Why brands fail when they simply “make it green”  31:00 – Can brands actually create trends?  34:00 – Stanley Cups, Crocs and trend-driven brand growth  37:40 – Why trends should never replace long-term brand strategy  39:00 – McDonald’s as a masterclass in trend adaptation  41:00 – The rise of Asian influence on global culture and branding  47:45 – Practical advice for marketers on spotting trends early  49:00 – Why curiosity is a marketer’s greatest advantagewww.cannedmarketing.com  Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    52 min

  3. Apr 30

    Episode 37: Blend In and Die: The Truth About FMCG Design

    Most marketers obsess over campaigns, but forget about the battleground of the shelf.  In this episode Steph Quantrill and Ben van Rooy sit down with Matt Grantham, Creative Director at OnFire Design, to unpack why packaging is often doing more heavy lifting than your entire media budget. From supermarket psychology to category-breaking brands, Matt brings global experience across FMCG, challenger brands, and retail design. Matt breaks down the game of retail -  survival, perception, and sales in a brutally competitive environment where you’ve got seconds to win.  What You’ll Learn in This Episode • Why packaging often becomes the last lever before delisting and what that reveals about brand health  • How category codes shape consumer behaviour and when its okay to break them   • What drives real ROI in packaging beyond short-term sales spikes and into long-term loyalty  • Why most packaging briefs often try to do too much and how to focus on what matters  • How challenger brands win by owning one distinctive idea and sticking to it Bonus Nuggets  • The “husband test” for packaging clarity and why it’s brutally effective  • How peanut butter went from commodity to premium through packaging and positioning Call to Action If your packaging had to win the sale without your marketing, would it even stand a chance? Resources mentioned • Stickybeak – https://www.stickybeak.co.nz  • OnFire Design – https://www.onfiredesign.co.nz Connect with the creators, and hosts mentioned: • Matt Grantham – https://www.linkedin.com/in/matt-grantham/ • Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ • Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/ Explore more from Canned: • Canned the Marketing Podcast: www.cannedmarketing.com • Cue Marketing: www.cuemarketing.co.nz • Human Digital: www.humandigital.com Timestamps 00:00 Intro to packaging as a marketing channel  03:30 Small budgets, big creative thinking from marketing panel  05:00 Supermarket behaviour and unfamiliar category cues  07:00 Meet Matt Grantham and design background  14:00 Why brands come to designers when sales drop  16:00 Product vs packaging and the reality of performance  18:30 Category codes vs breaking the rules  21:00 The ROI of packaging and loyalty effects  23:00 The 3–5 second shelf decision  25:00 Distinctiveness and “ugly but effective” design  27:00 What makes a strong packaging brief  30:00 Brand assets and visual shortcuts for consumers  32:00 The husband test and clarity in design  34:00 Design trends and the rise of maximalism  36:00 Food trends shaping packaging decisions  38:00 What marketers need to bring to the table  41:00 Why packaging can’t do everything  43:00 Format, structure, and physical design constraints  45:00 FMCG vs premium packaging realities  46:00 Closing thoughts on complexity and craft This episode is basically a reality check for marketers. You can pour millions into media, but if the pack doesn’t earn the pick-up, you’re just funding awareness for your competitor. www.cannedmarketing.com  Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    47 min

  4. Apr 23

    Episode 36: Brand Comebacks - Bonds, Crocs and the Business of Staying Relevant

    Some brands disappear. Others just go quiet. In this episode, Steph Quantrill and Ben van Rooy unpack the real mechanics behind brand comebacks.  From failed revivals like Georgie Pie to cultural reinventions like Old Spice and Bonds, this is a forensic look at timing, culture, and brand equity.  The importance of knowing what to bring forward and what to leave behind. What You’ll Learn in This Episode • Why nostalgia opens the door but doesn’t keep customers in the room  • How dormant brand equity holds value and when it disappears  • Where brands go wrong when they try to revive past success  • Why relevance matters more than memory when targeting new audiences  • How timing and culture determine whether a comeback lands or flops Bonus Nuggets • Why Georgie Pie proves demand doesn’t equal sustained success  • How Bonds used Robert Irwin to engineer cultural relevance at scale  • Why Old Spice rebuilt a category by shifting usage not just messaging Call to Action If your brand is fading, the question isn’t how to bring it back, it’s whether there’s anything worth bringing forward. Resources mentioned • Georgie Pie  • Bonds  • Old Spice  • Tui  • Allbirds Connect with the creators, and hosts mentioned: • Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ • Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/ Explore more from Canned: • Canned the Marketing Podcast: www.cannedmarketing.com • Cue Marketing: www.cuemarketing.co.nz • Human Digital: www.humandigital.com Timestamps 00:00 Intro to comeback brands  05:23 Coachella and brand activations  11:33 Why comebacks are trending  13:55 Types of brand comebacks explained  14:34 Georgie Pie rise and failed revival  19:14 Bonds and cultural relevance play  23:39 Old Spice reinvention case study  28:25 Brand equity and what actually lasts  30:36 Why Tui struggled to revive success  32:23 Allbirds and extreme repositioning  35:03 Culture, timing and Y2K fashion returns  36:32 Crocs and accidental relevance www.cannedmarketing.com  Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    40 min

  5. Apr 16

    Episode 35: Stop Scripting Influencers: A Smarter Way to Use Creators

    Steph Quantrill and Ben van Rooy unpack one of the most overhyped and misunderstood areas in marketing, influencer marketing, or as Steph prefers, the creator economy. From Cannes trends to real-world campaigns, they explore why brands are still getting it wrong, where creators actually drive impact across the funnel, and why control is the enemy of effectiveness. If you’ve ever briefed an influencer and ended up with something painfully off-brand or overly scripted, this episode gets into the tension between creativity, trust, and results. What You’ll Learn in This Episode:  Why creators drive attention differently and what brands fail to understand about it  How influencer marketing works across the funnel and not just at awareness  Why control kills effectiveness and what marketers struggle to let go of  How B2B influencers and employee creators are reshaping trust  What separates a one-off influencer post from a real brand partnership Bonus Nuggets:  Why most brands still brief influencers like TV ads and ruin the outcome  The rise of creators building their own brands and flipping the power dynamic  Why brands like Duolingo prove you can act like a creator and win Call to Action: If you’re using influencers but not seeing impact, this episode will challenge whether you’re solving for control instead of trust. Explore more from Canned:  Canned the Marketing Podcast  Cue Marketing  Human Digital Timestamps: 00:00 – Intro to influencers vs creators  02:30 – Easter recap and cultural trends  05:00 – Nostalgia marketing and campaign examples  10:50 – Why the creator economy matters now  13:00 – Influencers across the funnel  16:00 – The control vs authenticity tension  20:00 – B2B influencers and employee creators  23:00 – Creator examples and partnerships  28:00 – Brand-led creator strategies  31:00 – Long-term partnerships vs one-offs  33:30 – Practical tips for working with creators  37:00 – Final thoughts on trust and modern buyers www.cannedmarketing.com  Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    39 min

  6. Apr 9

    Episode 34: Why Agencies Are So Bad at Marketing Themselves with Kathleen Gunther

    Canned the Marketing Podcast Ep. 34 –  Introduction / Hook Agencies spend their lives selling clarity, creativity and growth for clients, yet plenty are strangely average at marketing themselves. In this episode, Steph Quantrill and Ben van Rooy are joined by Kathleen Gunther, founder of Gunther Consulting and a specialist in helping agencies sharpen their positioning, stay visible and back up what they say with substance. From earned media and personal brand to content pillars, agency positioning and the rise of indie shops, this is a sharp look at why so many agencies blur into the background and what happens when they stop treating themselves like the most ignored client in the room. What You’ll Learn in This Episode:  Why agencies confuse awards and good work with real marketing effectiveness  What strong positioning actually requires to cut through in a crowded market  How earned media builds credibility when paid channels cannot  Why agency leaders are the brand whether they like it or not  What to prioritise first when you are marketing an agency with limited budget Bonus Nuggets:  Why April Fools brand work is starting to feel tired and predictable  How reactive marketing around the KitKat heist became a masterclass in relevance Call to action: If your agency sounds like everyone else but expects different results, this episode will challenge how clearly you show up, who you are for, and whether you are actually backing it up. Resources mentioned:  Gunther Consulting  The Icehouse Connect with the creators, and hosts mentioned:  Kathleen Gunther – https://www.linkedin.com/in/kathleengunther/ Ben van Rooy – https://www.linkedin.com/in/benvanrooy/  Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/ Explore more from Canned:  Canned the Marketing Podcast: www.cannedmarketing.com  Cue Marketing: www.cuemarketing.co.nz  Human Digital: www.humandigital.com Timestamps:  00:00 Welcome and intro  00:29 Travel, conferences and recent highlights  05:29 April Fools backlash and brand reactions  07:49 AXIS Awards and industry standards  08:41 Kathleen joins the conversation  09:22 Why agencies struggle to market themselves  14:24 Awards versus actual marketing impact  16:11 Buying people not services in B2B  18:20 The value of external perspective  21:02 What good agency positioning looks like  22:25 Knowing your customer as an agency  24:14 Earned media and why it is overlooked  28:04 Where to start with small budgets  31:51 Marketing as a long-term trust play  33:14 The role of leadership and people www.cannedmarketing.com  Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    48 min

  7. Apr 2

    Episode 33: Loyalty Programs - Building Love or Buying Behaviour?

    Introduction Loyalty is one of marketing’s most overused and misunderstood ideas. In this episode, Steph and Ben unpack loyalty  and challenge whether most programs are building genuine connection or just bribing repeat behaviour. From airlines to supermarkets to cult brands, they explore why some brands earn loyalty while others manufacture it and what that means for marketers navigating rising acquisition costs and endless choice. If you’ve ever questioned whether your loyalty program is doing anything meaningful, this one will make you rethink the entire strategy.  What You’ll Learn in This Episode Loyalty is behaviour not marketing Why customers choose you repeatedly and what actually drives that decision The difference between earned and manufactured loyalty How emotional connection and incentives play very different roles Why most loyalty programs become table stakes When points and perks stop differentiating and start costing you margin How status and psychology shape behaviour Why tiers, exclusivity and recognition change how customers act What makes loyalty worth investing in today How rising acquisition costs and choice are forcing brands to rethink retention Bonus Nuggets Airlines are the masters of engineered loyalty How status drives irrational behaviour and emotional attachment Amazon Prime rewires purchasing decisions Why convenience can override price sensitivity Data is the real currency of loyalty programs What brands are actually buying when they offer rewards Call to Action If you’re running a loyalty program or thinking about one, ask yourself this. Would your customers still choose you if you took it away? Connect with us:  Ben van Rooy – https://www.linkedin.com/in/benvanrooy/  Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/ Explore more from Canned  Canned the Marketing Podcast: www.cannedmarketing.com  Cue Marketing: www.cuemarketing.co.nz  Human Digital: www.humandigital.com Timestamps 00:00 Intro to loyalty and why it’s misunderstood  03:00 B2B conference reflections and budget realities  05:00 SXSW and shifting marketing sentiment  08:00 McDonald’s PR moment and brand response  09:30 What loyalty actually means  11:30 Earned vs manufactured loyalty  15:00 Airline loyalty and status psychology  18:00 Rising acquisition costs and retention pressure  21:00 Types of loyalty programs explained  24:00 Tiered programs and Mecca example  27:00 American Express and premium loyalty  29:30 Cashback and discount pitfalls  31:30 Coalition programs and data value  33:30 Experiential loyalty and exclusivity  35:00 Subscription models and lock-in  36:30 When loyalty programs go wrong  39:00 Woolworths and everyday loyalty  41:30 The future of loyalty and AI  44:30 Community and brand-driven loyalty  45:30 Wrap up and key takeaways www.cannedmarketing.com  Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    46 min

  8. Mar 26

    Episode 32: Small Budget. Big Ambition. B2B Marketing That Actually Works

    Live from the B2B Marketing Conference in Auckland, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with two operators who actually live the “do more with less” reality. Fiona Taimana, GM Marketing at Noel Leeming, manages a $200M commercial business with just a sliver of budget, while Anna Henwood, CEO of Stickybeak and former Les Mills CMO, is scaling a global SaaS business with a lean team. This episode unpacks what really drives impact in B2B when budgets are tight, expectations are high, and every decision counts.  What You’ll Learn in This Episode  Your best growth assets are already inside your business but underused  Why focusing on fewer “big rocks” drives disproportionate B2B impact  How proving results internally unlocks more budget and influence  Why simplicity beats complexity when teams are stretched  How ruthless prioritisation shapes smarter B2B growth decisions Bonus Nuggets  The case for hiring “lazy marketers” who optimise for efficiency  Turning off paid search to prove its value the hard way  AI as “interns” and why leadership still needs to drive the thinking Call to Action If you're a B2B marketer juggling expectations with limited resources, this episode will sharpen your focus on what actually moves the needle. Resources mentioned:  Stickybeak – https://www.stickybeak.co  Noel Leeming – https://www.noelleeming.co.nz  HubSpot – https://www.hubspot.com Connect with the creators, and hosts mentioned:  Anna Henwood – https://www.linkedin.com/in/annahenwood/ Fiona Taimana – https://www.linkedin.com/in/fionacoetaimana/ Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/ Explore more from Canned:  Canned the Marketing Podcast: www.cannedmarketing.com  Cue Marketing: www.cuemarketing.co.nz  Human Digital: www.humandigital.com Timestamps 00:00 Live from B2B Marketing Conference  01:30 Small budgets, big ambitions explained  03:00 Unlocking hidden resources in your business  06:00 Leveraging networks over spend  09:00 The power of simplicity in marketing  13:30 Defining and prioritising “big rocks”  18:00 Introduce, enhance, perfect framework  20:00 Showing results to unlock more budget  25:00 Budget cuts and ruthless prioritisation  30:00 What is a “small budget” in B2B  34:00 In-house vs agency debate  38:00 Audience Q&A and closing thoughts Why this episode matters Because in B2B, the constraint isn’t going away so the marketers who win are the ones who decide what actually matters and have the discipline to act on it. www.cannedmarketing.com  Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    39 min
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About

Join Ben van Rooy and Stephanie Quantrill as they bridge the gap between business and consumer marketing, sharing contrasting perspectives, proven strategies, and real-world insights for marketing leaders navigating today’s complex landscape.  Brought to you by Human Digital and Cue Marketing.

Information

  • Creator
    Canned Marketing
  • Years Active
    2025 - 2026
  • Episodes
    39
  • Rating
    Explicit
  • Copyright
    © 2026 Canned the Marketing Podcast
  • Show Website
    Canned the Marketing Podcast