Mizkan Americas, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Mizkan Americas, Inc. is a manufacturer of condiment products. The company produces a wide variety of vinegar, mustards, cooking wines, sushi seasonings, salad dressings, Asian sauces and other liquid condiments.
|Main Telephone||(847) 590-0059|
|Main Fax||(847) 590-0405|
Mizkan Americas, Inc. ContactsContacts (5/10)
|Craig S.||Chief Executive Officer - Americas||IL|
Sample of Associated Brands
|Kevin P.||President & Chief Operating Officer||IL|
|Koichi Y.||Chief Executive Officer||IL|
|Mike S.||Executive Vice President, Sales||IL|
|Dan O.||Vice President, Marketing - R&B Foods||IL|
|Mitsukan Asian Condiments||*|
|********||*********||media buying & planning||unknown||present|
|********||***** ********* *******||Digital, Media Buying, Media Planning||2016||present|
|****||*********||media buying & planning||unknown||present|
|****||***** ********* *******||Creative, Digital||2015||present|
|**** *** ***** *****||*********||media buying & planning||unknown||present|
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Score 31 – Future Possibility: Bertolli frozen foods receiving more marketing support
Subject: digital, TV, print, social media
Brand: Mizkan Group, acquired Bertolli pasta sauce brands in 2014.
Opportunity: During the Q3 earnings call, ConAgra CEO Sean Connolly called out Bertolli as a “prime staging candidate.” Much like the company is doing with Banquet (more here), ConAgra is “stepping up” its work to renovate the frozen skillet business. Additionally, Bertolli will support product updates with increased marketing spend.
Sellers should keep in mind that Bertolli traditionally spends the most during Q1 and Q4, so reach out now to secure these extra dollars slated for ads later this year (or sooner, Connolly didn’t specify when increased dollars would be deployed).
Brand Upgrades: Connolly said that Bertolli’s brand upgrades would include: (1) expanding occasions through the addition of family size skillets; (2) upgrading proteins, such as all natural chicken; and (3) “dramatically” simplfying the ingredient label.
For FY 2015, Bertolli spent $2.4 million on three national TV ads. These ads aired 2,400 times during Q1 and Q4.
Digital Breakdown: From Jan. 1 through April 10, Bertolli ran 16 display ads on 151 publishers (50% mobile). Top ad destinations have included marthastewart.com, allrecipes.com, foodandwine.com and lifeandstylemag.com (89% placed site direct, which explains how spot-on the targeting is). The brand has also run 97 high impact and five video ads this year.
For comparison, in 2015 Bertolli ran 31 display ads on 738 publishers (25% mobile). While sites such as intouchweekly.com and lifeandstylemag.com also received placements in 2015, so did washingtonpost.com, detroitnews.com and usatoday.com (14% were placed site direct). FY 2015 saw Bertolli also run 60 high impact and 15 video ads.
Much like national TV buys, Bertolli’s heaviest display presence was in Q1 and Q4. Unlike TV buys, which disappeared during summer months, display ads did run continuously throughout 2015 – just at a much lower level in Q2/Q3.
One ConAgra Dr.
Omaha, NE 68102
Vice President & General Manager – Frozen Foods
Chief Growth Officer (functions as CMO)