1
Problem/Challenge
Scale a small, sleepy, family owned frozen food brand and transform them into a lifestyle challenger brand in the frozen food aisle.
Solution
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. Grew double digit market growth evolving into a cleaner-label, plant based meat analogue and revive a frozen food aisle.with +25 new SKUs.
As an integral marketer at Dr. Praeger’s Sensible Foods led marketing (consumer and shopper) to succesfully help scale their business with 30-40% growth year-over-year leading to a successful acquisition by private equity.
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.