ConAgra Foods, Inc. (NYSE: CAG) is one of North America's leading packaged food companies, with recognized brands such as Healthy Choice®, Slim Jim®, Hebrew National®, Orville Redenbacher's®, Peter Pan®, Reddi-wip®, Chef Boyardee®, Hunt’s®, and many other brands found in grocery and convenience stores.
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 marketing approach that targeted individual consumer segments with tailored, relevant messages — in contrast to traditional campaigns that present every consumer with the same message.
ConAgra chose Audience Studio as its Data Management Platform to act as the brain of a new data-focused marketing effort. The company leveraged Audience Studio to collect and unify all of its disparate sources of data, including offline data from its CRM system. Once ConAgra unified its data sets, Audience Studio enabled ConAgra to create defined consumer segments so the company could offer relevant dynamic content.
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.
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.