HFSS crackdown tightens – what it means for brands.

Local councils are stepping up restrictions on HFSS (high fat, salt and sugar) advertising, going beyond national regulations to limit how brands can market food and drink. Some councils, such as Greenwich, have already banned HFSS ads on public transport, with others expected to follow.  fifth finds

Meanwhile, the UK government’s incoming HFSS ad ban is tightening further. From October 2025, brands won’t just be restricted in where they advertise – they’ll also face new limits on creative execution. Imagery, graphics and even cartoon mascots associated with HFSS products could be outlawed, making it harder for brands to grab attention. 

With traditional advertising routes shrinking, brands will be looking for new ways to engage audiences. Social-first content, brand storytelling and entertainment-led campaigns are set to become even more important. For Creators, this means more opportunities to help brands navigate these changes in a way that feels authentic and engaging.

Why heavy ideas cut through.

In a world of fleeting trends and quick-hit content, the best ideas carry weight. That’s the thinking behind ‘Make Something Heavy’ – an argument for work that lingers, resonates and sticks.
It’s a reminder that the most impactful campaigns aren’t always the fastest or easiest to produce. The real wins come from ideas with depth – work that takes time to craft but leaves a lasting impression. Whilst the internet moves fast, users remember the things that make them feel something.
For Creators and brands, the challenge is balancing relevance with resonance. Quick content keeps the feed moving, but it’s the bigger, heavier ideas that turn moments into movements. At The Fifth, it’s something we think about a lot – how to make work that doesn’t just exist in the feed but actually matters to the people seeing it.

Taco Bell Pushes Boundaries with Live Mas LIVE Event.

Taco Bell is redefining fast food marketing by launching its new menu with Live Mas LIVE, a high-energy Las Vegas event that felt more like a tech product launch than a fast-food reveal.

The event brought together celebrities, influencers, and online viewers with music, engaging speakers, and flashy visuals of the new offerings. By turning a simple menu launch into an immersive and playful experience, Taco Bell not only captured attention but also tapped into a growing trend where brands use bold, interactive activations to engage audiences.

As fast food edges into spaces traditionally reserved for luxury brands and tech giants, Taco Bell’s innovative approach sets a new benchmark for industry marketing.

McLaren’s Zak Brown shares insights.

Whether you’re gearing up for F1’s 2025 season, just binge-watched the 2024 season of Drive to Survive, or admire F1’s business strategies, tune into the latest episode of The Green Room podcast by Deloitte, featuring McLaren CEO Zak Brown.

Zak shares invaluable insights from steering McLaren through challenging times, offering practical advice for leaders facing high-stakes situations. He dives into the critical first step leaders must take, how cultural shifts can make or break commercial success, his best tips for handling pressure, and why making the right mistakes is often key to lasting transformation.

More than half of brands will pay YouTubers to market their products this year.

YouTube is still a powerhouse for influencer marketing. Whilst platforms such as TikTok and Instagram often dominate the conversation, YouTube is where long-form content thrives, brand partnerships drive serious ROI and Creators hold real influence.

The research shows YouTube ad spend is rising, and influencer marketing is a big part of that. Brands are seeing success with longer, more integrated partnerships rather than one-off posts. It’s a shift towards deeper storytelling and value-driven content rather than quick-hit virality.

For Creators that means more opportunities to build sustainable careers. For brands, it’s a reminder that the best results come from thinking beyond trends and investing in relationships that actually move the needle. At The Fifth, it’s what we do best – helping brands build influence that lasts.

Endurance nutrition is evolving, are brands keeping up? 

Gone are the days when sports nutrition brands just sold gels and hydration mixes. Today’s best brands aren’t just fuelling performance, they’re building communities.
In our latest article, Our Senior Account Manager Romell Reddock explores how brands like Humantra and Puresport are leading the charge, proving that engagement beats advertising, education is the new marketing, and community drives loyalty.

What’s changed?

Runners want brands that understand them, not just sell to them.

Trust is built through engagement, not just ads.

Athletes are demanding transparency and real education around fueling strategies. 

Brands like Puresport are hosting in-person run clubs & recovery events. 

Humantra is redefining hydration education and empowering everyday athletes.

Read here

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