ConAgra Foods' Shopper Seasons

BUSINESS SITUATION:

ConAgra Foods makes many leading brands, including Healthy Choice, Chef Boyardee, Egg Beaters, Hebrew National, Hunt's, Orville Redenbacher's, PAM, and Banquet, among others. Their consumer brands are found in 97% of U.S. households and 24 are ranked either first or second in their category.

ConAgra Foods has grown through the years by merging many successful and innovative companies and the resulting mix of cultures, go-to-market strategies and breadth of brands made ConAgra Foods a powerhouse in grocery. But without a cohesive proposition across the brands, it was difficult to successfully leverage their scale.

The challenge: deliver on shopper's needs strategically and effectively while providing retailers with a new level of marketing sophistication and collaboration – to help differentiate and drive consumer loyalty.

In 2008, ConAgra reorganized its approach. The goal was to differentiate ConAgra Foods and its brands with retailers, to create more opportunities through scale and shopper relevance, and to improve the reach and effectiveness of their marketing dollars. The result was the formation of ConAgra's Integrated Customer Marketing organization, comprised of four shopper-facing functions: Category Leadership, In-Store Marketing, Shopper Marketing, and Shopper Insights – one integrated team who collaborate to deliver and execute sustainable, profitable growth ideas by deeply understanding shopper behaviors and attitudes and converting these insights into action.