ConAgra Brands, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
ConAgra Foods, Inc., headquartered in Omaha, NE, is a national food manufacturer that provides a wide range of products for consumers and foodservice industry professionals. The company has two primary business segments, Consumer Foods and Commercial Products. The Consumer Foods segment includes branded and private label food products, which are sold in various retail and foodservice channels. The Commercial Foods segment includes commercially branded foods and ingredients.
|Main Telephone||(402) 240-4000|
ConAgra Brands, Inc. ContactsContacts (5/74)
|Sean C.||Chief Executive Officer||IL|
Sample of Associated Brands
|Jim K.||President, Conagra Foodservice||IL|
|Rob M.||President - ConAgra Brands||IL|
|Tom M.||President - Consumer Foods||IL|
|Darren S.||Chief Growth Officer & Head, Growth Center of Excellence||IL|
|******||***** *******||AOR - media buying & planning||2014||present|
|******||***** ********* *****||Creative||unknown||present|
|**** ****'*||***** *******||AOR - media buying & planning||2014||present|
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Momvertising Opps: Manwich hikes ad spend, launches new TV ads
Subject: TV, digital, video, online, social media
Brand: Manwich, headquartered in Omaha, NE, is canned sloppy joe sauce produced by ConAgra Foods and Hunt's
Opportunity: While Manwich continues to make up the largest portion of Hunt's ad spending, the canned sloppy joe sauce recently debuted four new national TV ads. The new spots, titled "On the Table," "Lick the Plate Clean," "Warm Hug" and "Manwich on the Menu," all aired for the first time on Sept. 26 and have cost the brand $161,622 thus far,
Typically Hunt's is known for advertising heavily in Q1 and Q4, so expect national TV spend to be on its way back up after a six month lull. Note that spending in this channel compared to the same period last year has decreased slightly. However, Manwich continues to take up the largest portion of Hunt's total national TV spending.
Therefore, TV sellers should continue seeking revenue tied to Manwich's national TV spend as it rises through the end of the year and into 2017.
Keep in mind that while parent company ConAgra continues working towards higher ROI marketing efforts for all of its brands (research here), it seems that TV has remained relatively consistent with its spending pattern.
But, Manwich has shifted digital spend slightly. Although digital display still remains relatively low, the brand increased desktop and mobile since last year. Meanwhile, there's been no video activity this year even though video was the top display channel last year, according to athmatics.
With that said, TV and digital sellers that can offer high ROI engagement among millennial mothers and female heads of households should reach out now, as you should have no problem securing revenue as it becomes available.
Additionally, agencies with high ROI strategies may want to begin making introductions as well. This struggling account is still highly vulnerable, despite moving off the DDB in October 2013, so both of these relationships are right at average tenure (2.5-3 years)
TV Spend: According to iSpot, the breakdown of cost for the four new Manwich ads are as follows: "On the Table" ($235,559), "Lick the Plate Clean" ($24,036), "Warm Hug" ($38,390) and "Manwich on the Menu" ($74,556). Total national TV spend YTD is $4.1 million, a slight decrease from the $5.8 million it spent during the same period last year.
However, of that $5.8 million from last year, $1.3 million were allocated towards six different Manwich ads.
Digital Breakdown: Per athmatics, since January, $59,700 was spent on nine desktop ads (8.8 million impressions), 71% of which were placed site direct. Top ad destinations include myrecipes.com, yahoo.com, imgur.com, rollingstone.com and livingly.com. $20,100 was spent on seven mobile ads (4.3 million impressions), with 59% placed site direct.
In comparison, for the same period in 2015, the brand ran no mobile or digital, and $119,100 was spent on three video ads (5.3 million impressions), with 77% placed site direct. Top ad destinations included news.yahoo.com, celebrity.yahoo.com, sports.yahoo.com and dailymotion.com.
One ConAgra Dr.
Omaha, NE 68102
Vice President, Marketing
Director, Global Marketing
Associate Brand Manager