Marketing Vanguard Podcast Summary
Episode: Fueling Brand Connection: Insights from Adrienne Ingoldt, CMO of Pilot
Release Date: March 10, 2025
Introduction
In this episode of Marketing Vanguard, host Jenny Rooney engages in an insightful conversation with Adrienne Ingoldt, the Chief Marketing Officer (CMO) of Pilot. Adrienne shares her journey in branding, the strategic shifts at Pilot, and her perspectives on modern marketing dynamics.
Guest Introduction and Background
Adrienne Ingoldt introduces herself as a brand enthusiast dedicated to understanding the human element behind brands. With a rich background in both agency and client-side roles, Adrienne emphasizes her transition from being a vendor in ad agencies to shaping brands from the inside out.
"I am a brand mind at heart. I love defining brands. My passion for it really stems from wanting to understand the humanity behind them."
— Adrienne Ingoldt [00:35]
She recounts her tenure at Jack in the Box, where she played a pivotal role in revitalizing the brand, and her current position at Pilot, where she is steering a 65-year-old company into a new era of brand authenticity and connection.
Pilot's Brand Journey
Adrienne delves into Pilot's evolution from a product-centric and B2B-focused company to a brand that prioritizes emotional connections with its customers.
"Pilot is not a product. It's not an offer. It's not a service. It's a feeling. It's a visceral connection that humans have with everything that you say that you do."
— Adrienne Ingoldt [00:35]
She discusses Pilot's expansive footprint with nearly 900 locations serving 1.2 million people daily across the US and Canada. Despite its scale, Pilot historically emphasized products and services over branding, a gap Adrienne is now addressing by redefining the brand's purpose and connection with diverse driver segments.
Marketing Strategies and Campaigns
Adrienne outlines Pilot's strategic marketing initiatives aimed at building a robust brand narrative. Central to this is their new campaign, "See You Out Here," which focuses on uplifting drivers by connecting with their passion for the road.
"We want to create a powerful brand narrative. Those people are also our 30,000 team members who work shoulder to serve our guests every day."
— Adrienne Ingoldt [06:00]
The campaign shifts Pilot from solely product-focused advertising to a broader brand-building effort that resonates emotionally with drivers, fostering loyalty and repeat patronage.
Balancing Brand and Performance Marketing
The discussion highlights the importance of balancing art and science in marketing. Adrienne emphasizes that while performance metrics are critical, the emotional and authentic connections formed through brand storytelling are equally essential for long-term success.
"You can't have meaningful impact on the science side if you don't bring the art into it."
— Adrienne Ingoldt [08:33]
She asserts that focusing solely on data and performance can overlook the human connections that drive lasting brand relationships.
Partnerships and Community Engagement
Adrienne shares Pilot's strategic partnerships, notably the naming rights partnership with Nayland Stadium at the University of Tennessee. This collaboration underscores Pilot's commitment to authenticity and cultural relevance.
"We chose to rename the stadium to the exact name it already had because it is an iconic historical landmark in Knoxville."
— Adrienne Ingoldt [15:19]
Additionally, Pilot engages with musicians and cultural events to connect with travelers' diverse interests, enhancing the brand's presence in meaningful cultural moments.
Use of AI in Marketing
Addressing technological advancements, Adrienne discusses Pilot's adoption of AI to enhance marketing efforts. AI is leveraged for automating content creation, personalizing customer interactions through the app, and optimizing operational processes like contract writing.
"We are really taking a broad view of it, not just a marketing focused view."
— Adrienne Ingoldt [22:48]
This integration ensures that Pilot remains agile, continuously testing and refining strategies to better serve its customer base.
Future Objectives and Priorities
Looking ahead, Adrienne outlines Pilot's commitment to enhancing customer experiences through store remodels, food quality improvements, and expanding digital tools. A significant focus is on scaling successful marketing campaigns to drive traffic and loyalty.
"We are definitely doubling down on experiences... our app and the exceptional experiences we can create on a personalized level continue to be a focus for us."
— Adrienne Ingoldt [23:39]
Pilot is also pioneering in catering to emerging segments, such as EV drivers, by installing charging stations and providing comprehensive services that meet modern travel needs.
Leadership and Team Dynamics
Adrienne reflects on her role as Pilot's first CMO, emphasizing the importance of unifying disparate marketing efforts under a cohesive strategy. The support from Berkshire Hathaway and collaborative leadership has been instrumental in accelerating Pilot's marketing initiatives.
"With the backing of Berkshire, we have really accelerated our growth in this area."
— Adrienne Ingoldt [18:55]
She highlights the integration of various marketing functions and the strategic partnerships with external agencies to refine Pilot's brand positioning.
Conclusion
Adrienne Ingoldt's tenure at Pilot marks a transformative period where the company is redefining its brand to foster genuine connections with a diverse range of drivers. Through strategic marketing, authentic storytelling, and technological integration, Pilot is poised to become an iconic brand that resonates deeply with its customers.
"We want to understand people and connect our brand to a universal human truth that unites them not only with one another as this community that we serve, but also with our company."
— Adrienne Ingoldt [25:17]
Her leadership exemplifies the balance between artistic brand-building and data-driven performance, ensuring Pilot not only meets current market demands but also anticipates and evolves with future customer needs.
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