Case Study

Hunt’s Sees Dramatic Jump In Brand Lift After Using Data to Run Targeted Campaign

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ConAgra Foods, Inc., (NYSE: CAG), is one of North America's leading packaged food companies with recognized brands such as Marie Callender's®, Healthy Choice®, Slim Jim®, Hebrew National®, Orville Redenbacher's®, Peter Pan®, Reddi-wip®, PAM®, Snack Pack®, Banquet®, Chef Boyardee®, Egg Beaters®, Hunt’s® and many other ConAgra Foods brands found in grocery, convenience, mass merchandise and club stores. 

The Challenge

ConAgra Foods, Inc. wanted to ensure that its marketing was keeping pace with consumers’ growing expectations for personalized brand and content experiences. The ConAgra marketing team knew this meant shifting to a data-focused approach to marketing that targeted individual consumer segments with tailored and relevant messages. This would be in contrast to more traditional campaigns that present every consumer with the same message.

The Solution

ConAgra chose Krux as its Data Management Platform to act as the brain of its new data-focused marketing effort.  The company leveraged Krux to collect and unify all of its disparate sources of data, including offline data from its CRM system.  Once ConAgra unified its data sets, Krux enabled ConAgra to create defined consumer segments that the company could offer relevant content through dynamically targeted creative.

ConAgra tested this targeted data-focused approach with its Hunt’s tomato brand. In one example, Hunt’s targeted environmentally conscious consumers with content that focused on Hunt’s sustainability messages. This content focused on how Hunt’s offers organic tomato products and uses a natural non-chemical process to peel its tomatoes. ConAgra also sequenced its campaign so customers would be exposed to multiple messages, including relevant recipes based on other consumer behavior data. This allowed the company to test and learn what content was resonating with each segment of consumers. 

The Results

Krux enabled ConAgra to move from a ‘one consumer, one message’ approach to our marketing to a dynamic targeted approach that allows us to test and learn what messages and strategies are resonating with consumers. This targeting is already showing results and is now an integral part of our marketing.

The Results

ConAgra saw quick results from this data-focused approach. The brand’s post campaign measurement saw a 300% jump in consumers that said they will use Hunt’s tomatoes. Hunt’s also saw a nearly 200% brand lift for recognition of its use of steam to peel it tomatoes. 

 

WATCH THE VIDEO

ConAgra’s Global Marketing Director, Heather Dumford, explores how ConAgra is delivering breakthrough brand experiences through the intelligent application of data, customer profiling, and people-driven messaging techniques.

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