Conagra has more than 100 food brands, including iconic names such as Birds Eye, Marie Callender’s, Healthy Choice, and Angie’s BOOMCHICKAPOP. Headquartered in Chicago, the company spans 50 locations across the U.S., Canada, and Mexico, with approximately 17,000 employees.
One key to its reinvention as a consumer goods company is its ability to engage with consumers in real time to build successful brands. However, excelling in consumer marketing is only one part of the equation for consumer goods companies. They also need to deliver their products seamlessly and forge close relationships with B2B customers to deliver better brand outcomes. In Conagra’s case, that means food distributors and retailers. And with so many brands and relationships, Conagra also needed to drive scale and efficiency — as well as speed to market and innovation to keep it ahead of the competition.
All this required a comprehensive digital transformation. “We needed to bring new digital capabilities into our company. Salesforce has really helped us scale those capabilities across three crucial areas — sales, marketing, and service. All are vital to how we are turning ourselves into a consumer-centric company,” said DeLu Jackson, Vice President of Precision Marketing.