Dr. Praeger's Sensible Foods

Dr. Praeger’s Sensbile Foods

Veggie Burgers, Plant Protein Meat Analogues, Fish, Appetizers/Sides & Breakfast Bowls

Problem/Challenge

Re-Position and scale a small, clinical, family owned frozen food brand and transform them into a lifestyle challenger brand in plant based frozen food aisle.

Tasks/Solution

As an integral marketer at Dr. Praeger’s Sensible Foods led marketing (consumer and shopper marketing) to successfully help scale their business with 30-40% growth year-over-year leading to a successful acquisition by private equity. Rebranded packaging with brand equity strategic implementation to acquire growing vegan/plant powered consumers with ownable competitive advantage leveraging brand as cleaner label and veggie forward with all-new pure plant protein innovation. Led social, paid media, PR, Influencer, shopper marketing programs reviving brand as a veggie-forward plant based meat analogue with innovation on +25 new SKUs.

Results/Achievements/KPIs

• Generated 2 billion annual PR impressions through editorial, features, shop lists, and memorable activations.

• Achieved 2x HHPen, growth of nearly 5% market share in 5 years.

• Directed Consumer + Shopper marketing, oversaw 2 ABMs, 68 retail SKUs, 35 FS SKUs, 5 club SKUs

• Led >$1M of paid media (Great Decisions, Perfect, Hero & Veggiest) with validation results for ad recall, brand lift & purchase intent.

• Planned & executed Trade shopper programs for tier 1s; Instacart, Catalina, News America, Social Nature & ibotta and more.

• Generated 2-4x lift on shopper programs coordinating promo & analysis, budget, displays & shelf tags, POGs, data analysis at Kroger, Target, Walmart, WFM, Costco, Sprouts, Publix, Wegmans, Meijer, Fresh Direct, etc.  

• Scaled in-store demo sampling 5x to 1,250 demos/yr selling 30% more units to 22 units/demo.

• Grew IG fans 700% and 350K FB, Influencer & Affiliate program. Identified +50% savings on influencer negotiations for Instagram & YouTube generating +10MM impressions.