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ConAgra Foods’ Marketing Equation: Reduce Ad Waste To Drive In-Store Sales

ConAgra’s Heather Dumford tells how the CPG giant used Salesforce's data platform Krux to generate 5x ROI when targeting supermarket shoppers.

ConAgra Foods’ 50-plus brands may be easily recognizable on supermarket shelves, but the parent company of such consumer packaged goods labels as Peter Pan peanut butter, Chef Boyardee, Pam, and others has the same pressure as its competitors: get the right ads to the right people at the right time.

Considering that CPG brands can capitalize on impulse buying more than other retail products, there are some natural advantages those companies have versus apparel marketers.

The embrace of digital advertising to drive physical outcomes is still a source of friction for large brands that have traditionally focused on television. But 100-year-old ConAgra has been working with data management platform Krux, which was acquired by Salesforce last year, to help make it digital more valuable by reducing wasted ad impressions and tying its marketing to in-store attribution.

In a recent sign of progress on that front, ConAgra credited Krux with generating 5x ROI for a recent campaign to promote brands such as Marie Callender’s, Reddi-wip, Hunt’s, Healthy Choice, Slim Jim, and Orville Redenbacher’s.

“Our DMP is designed to enable marketers to quickly increase the efficiency and effectiveness of their digital marketing efforts – resulting in swift and sustained ROI for customers like Conagra Brands,” Chris O’Hara, head of global marketing at Krux, Salesforce, told GeoMarketing. “Conagra has leveraged our platform strategically by focusing on employing use cases that drive some of its critical marketing initiatives like creative optimization, frequency management and IVT suppression. We look forward to continue working with the Conagra team to find even more sources of value for the company’s marketing efforts – both from the DMP and across the entire Salesforce Marketing cloud.”

We also touched base with Heather Dumford, marketing director at Conagra, for how the CPG brand holder has been refining its online-to-offline strategy.

GeoMarketing: What are the primary goals ConAgra has tended to focus on when working with Krux? 

Heather Dumford: Our primary goal when originally choosing to work with Krux was to combine multiple data sources for consumer insights to inspire targeting and creative customization to then execute on a consumer-level basis to increase the relevancy of our marketing.

How do you expect the relationship with Krux to evolve now that’s it’s part of Salesforce?

As Krux and Salesforce work to integrate, we see there being potential in broadening the capability of the DMP in areas like the integration of social data and visualization. We are also a Salesforce client for email marketing (based on Salesforce’s previous acquisition of Exact Target) so we see there being opportunities for strong integration of our data in email marketing as well.

How did Krux deliver 5x ROI? Were there any specific brands that it focused on?

This analysis was done across our entire portfolio based on the reduction in wasted impressions via frequency overages and invalid traffic.

Does Krux’s data help ConAgra realize in-store sales? How?  

Yes, we are driving sales by leveraging Krux data by making our marketing more effective.

What are some of ConAgra’s data goals for this year, in terms of the company’s omnichannel needs? 

I wouldn’t say we have a specific need in omnichannel beyond the need to see our audiences wherever they are and understand that the same person is experiencing our brands via mobile then OTT then desktop as an example. Having a complete picture of the consumer brand experience will enable us to better attribute what is driving engagement and advocacy with consumers as well as product sales.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.