CPG, FOOD AND RETAIL INNOVATION

SKIPPY, SPAM, HORMEL CHILI AND JENNIE-O

From re-launching a former category-leading brand, to creating historic opportunities for a decades-old product, to energizing a category leader, to increasing share in new segments, I’ve helped lead strategy and creative efforts for four national CPG brands.

SKIPPY

Before Hormel Foods acquired Skippy Peanut Butter, the brand had gradually slipped from the minds of consumers and retailers to, at best, third place in category. Our team at BBDO identified a salient audience mindset positioning Skippy apart from the “choosy” category leader JIF—Skippy’s brand of peanut butter enabled Moms and kids to have (nutritious) fun. I helped create campaigns that moved Skippy up, to claim a revitalized second place in category.

SPAM

SPAM CAN do what other meats can’t! Continue to exceed expectations and grow share with new audiences, that is. Over four years, I helped lead audience insights, strategy and creative teams in re-positioning the CPG brand. Our work lead to new customer growth (especially in Latino and Asian populations), retention of declining customers and sales records under challenging conditions. And then, in the middle of it all, we built the new SPAM Museum. I wrote literally every word of copy inside, collaborating with the brand team, architects and builders to create a memorable experience. Over 200,000 people visited the museum in its first year.

HORMEL CHILI

The category leader suffered from a scheduling challenge: Most people turned to chili only when weather got cold. Our work for Hormel helped redefine the chili occasion—energizing a longstanding brand leader, especially with younger, male audiences. I served as creative director, helping lead brand strategy and creative development for the various campaigns.

JENNIE-O TURKEY

Most people eat turkey once a year. But they’re searching for delicious protein alternatives year round. So we identified five key markets where Jennie-O sales were growing, and asked people to consider making the switch (to turkey) in familiar, easy recipes. The campaign increased sales 31% across the five markets. And was awarded Platinum for the 2017 Summit Marketing Effectiveness Awards in the “Integrated Campaign – Consumer” category.