Summary:
J.M. Smucker is reshaping its portfolio and marketing model to enhance brand positioning.
CMO Gail Hollander emphasizes balancing traditional brand-building with the influence of pop culture.
Recent campaigns like Jif’s “Save the Celery” have successfully targeted Gen Z and millennials.
The company is leveraging Retail Media Networks to blend awareness and conversion strategies.
Data analysis and predictive modeling are crucial for optimizing marketing investments.
J.M. Smucker is undergoing a transformation in its marketing approach to adapt to the evolving landscape. The company has been reshaping its portfolio to strengthen its brands across various categories such as pantry items, snacks, coffee, and pet food, while also modernizing its marketing model through realignment and consolidation.
A Successful Strategy
The strategy has proven effective, as evidenced by the company boosting its 2025 outlook and refreshing its 'dusty' brands. Recent campaigns, like Jif’s “Save the Celery”, have resonated well with Gen Z and millennials, achieving 1 billion earned media impressions in just two weeks.
CMO Insights
Leading this transformation is CMO Gail Hollander, who emphasizes the importance of balancing traditional brand-building principles with the influence of pop culture. According to Hollander, brands need a long-lasting point of view while being adaptable to changes in consumer behavior across different platforms.
Media Mix and Fragmentation
Hollander discusses the shift from a one-size-fits-all approach to a more nuanced media mix, recognizing that brands must engage consumers differently across channels. The company focuses on increasing reach among target audiences and diversifying its channel mix to mitigate risks associated with platform changes.
Embracing Retail Media Networks
Retail media networks (RMNs) have become crucial for J.M. Smucker, allowing the company to blend awareness and conversion strategies. The brand looks at media investments holistically to maximize effectiveness, treating RMNs as partners rather than separate buckets of investment.
Data-Driven Decisions
The integration of sales and marketing functions through data analysis has been a game changer for the company. By utilizing predictive modeling tools like Keen, Smucker can optimize its spending and media mix effectively.
The Role of AI
AI is playing a significant role in Smucker's marketing strategy, from identifying target audiences to automating social media content creation. The combination of AI and human creativity is essential for developing effective campaigns.
Continuous Brand Refresh
Hollander stresses the need for constant refreshment of brand assets in today’s digital world. Providing new and engaging content is crucial for maintaining consumer interest and ensuring that brands remain relevant in the face of changing market dynamics.
Through these strategies, J.M. Smucker aims to navigate the challenges ahead and thrive in the competitive landscape of 2025.
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