How direct brands have driven change in the Conagra marketing mix

Conagra, the food group, is drawing inspiration from a new breed of direct-to-consumer brands as it adapts to changing tastes and preferences among consumers.

With direct-to-consumer brands disrupting the traditional consumer path to purchase, the consumer packaged goods industry “is suffering some serious declines,” according to Lisa Mathison, senior director/media at Conagra Brands.

Conagra’s brands include American icons such as Birds Eye frozen foods, Fleischmann’s bread spreads, Reddi-wip whipped cream, and Wish-Bone salad dressing. Mathison attributes the challenge for such categories to clear marketplace variabl

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands