Date post: | 21-Jan-2018 |
Category: |
Marketing |
Upload: | digital-megaphone |
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Modernizing Iconic Brands
In the Digital Age
June 22, 2017
New Era, New Company
1919 1971 1993 2009 2016
Branded Pure PlayDiversified ConglomerateAgriculture
2
FY16 Net Sales by Segment
Grocery & Snacks
41%
International
10%
Foodservice 14%
Source: Conagra Retail Sales, IRI Market Advantage TTL US MULO+C, L52W 6/26/16 3
$8B Business with Iconic, Leading Brands
Refrigerated
& Frozen 35%
#1 or #2 Share Brands
Capturing Growth Requires Contemporizing
Iconic Brands…
4
Power Bowls Non Aerosol No Hormones Premium
Organic NothingArtificial Fewer Ingredients Fewer Ingredients
People are Consuming Media Differently
Connection
Speed & Access
Device &
Content
Explosion
Era of SocialExponential
Data
Always
Connected;
Connected
Everywhere
Media
Fragmentation
; Attention
Divided
Self
Publishers,
Expanding
Circles of
Influence
Respect
Privacy, Know
Me Know What
I Want
Implications for Marketing
Connection
Speed &
Access
Device &
Content
Explosion
Era of
Social
Expotential
Data
FROM TO
Single Target AudienceIndividuals Based on
Circumstance
Sole Focus on Reach /
Impressions
Engagement &
Advocacy
Epic TV Campaign Publisher Mentality
Costly Production “Maker” Economy
Post Campaign MMA Real-time Optimization
The Consumer Journey
Consumers are on a journey; we can meet them at any point with a range of tactics
Case Studies
Case Study: Marie Callender’s
The Challenge: Making the Marie Callender’s brand relevant to younger consumers.
The Activation: The Dining Room by Marie Callender’s, an intimate gathering place
for space-challenged New Yorkers to celebrate the holidays and experience the
brand in a new way.
Case Study: Slim Jim
The Challenge: Capturing the attention of the Slim Jim consumer through non-
traditional media.
The Activation: Settle the Beef Twitter campaign, which leveraged relevant celebrity
spokespeople to bring the brand and marketing program to life on Twitter
Case Study: Hunt’s
The Challenge: Helping consumers understand a complex and functional point
of difference.
The Activation: The Hunt’s Flash Steam Blogger event, which invited
influencers to New York to get to know the brand
Case Study: Hebrew National
The Challenge: Standing out from your competitors during peak hot dog season.
The Activation: The 1,700 karat hot dog for National Hot Dog Day
Case Study: Orville Redenbacher’s
The Challenge: Keeping an older brand relevant as more competitors join the
marketplace.
The Activation: The Orville Lounge at the Sundance Film Festival and GRAMMYS
Conclusions
Key Takeaways
• Think about how your brand or company may appeal to new consumers
• Develop a brand narrative steeped in insights
• Consider more creative tactics to bring the narrative to life
• Measure and adjust in real time
Thank You!