modernizing iconic brands in the digital age - social media masters summit

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!