ConAgra Foods' Shopper Seasons

ConAgra Foods improved the efficiency of its marketing spend, and won gold in the shopper marketing category at the ARF David Ogilvy Awards.

ConAgra Foods' Shopper Seasons

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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...

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