Live from Cannes Lions with Barilla Group’s Mariama Kamanda & Kroger/84.51’s Jenny Holleran

Summary

Podcast Summary: The CPG Guys – Live from Cannes Lions with Barilla Group’s Mariama Kamanda & Kroger/84.51’s Jenny Holleran

Release Date: August 13, 2025
Location: Cannes Lions International Festival of Creativity, France

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Introduction

In this special episode of The CPG Guys podcast, hosts Peter V.S. Bond and Sree Rajagopalan engage in an insightful conversation with industry experts Mariama Kamanda from Barilla Group and Jenny Holloran from Kroger Precision Marketing (KPM). Recorded live from the prestigious Cannes Lions International Festival of Creativity, the episode delves into the evolving landscape of Consumer Packaged Goods (CPG) and Fast-Moving Consumer Goods (FMCG) in the realm of eCommerce, particularly focusing on consumer engagement, retail media, and data analytics.

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1. Navigating Consumer Volatility

Mariama Kamanda begins the discussion by addressing the uncertainties brands face due to economic fluctuations and shifting shopper behaviors. She emphasizes the importance of balancing mass reach with personalized consumer experiences.

• Mariama Kamanda [07:03]:
  “We see that people want that personalized experience, but they also want mass reach. Our challenge is finding that balance without being overbearing.”

This sentiment highlights the delicate act brands must perform to engage consumers effectively without alienating them.

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2. GLP1 Diets and Barilla's Protein Plus Line

The conversation shifts to dietary trends, specifically the GLP1 (Glucagon-Like Peptide-1) diets that demand higher protein intake. Mariama Kamanda discusses Barilla's Protein Plus line, underscoring its early market entry and sustained success.

• Mariama Kamanda [08:27]:
  “Barilla launched the Protein Plus line 20 years ago, anticipating the growing demand for higher protein in diets. It's been one of our most successful ranges, maintaining loyal customers and attracting new ones.”

Sree Rajagopalan adds context by reflecting on initial skepticism towards the impact of GLP1 trends, which has since gained traction.

• Sree Rajagopalan [10:35]:
  “Two years ago, I was against the notion of GLP1 impact on volumes. Now, it’s evident that it plays a significant role alongside inflation and tariffs.”

This exchange underscores the dynamic nature of consumer trends and the necessity for brands to adapt based on actionable insights.

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3. Leveraging Retail Data to Re-engage Shoppers

A pivotal part of the discussion revolves around utilizing retail data to bring back lapsed households and attract new consumers. Mariama Kamanda elaborates on how Barilla leverages data analytics to understand shopper behavior and target potential customers effectively.

• Mariama Kamanda [16:49]:
  “By understanding what consumers are buying, when they're buying it, and demographic factors, we can precisely target new shoppers who are likely to convert.”

Jenny Holloran complements this by explaining how KPM’s Collaborative Cloud integrates Barilla’s data with Kroger’s to build robust propensity models.

• Jenny Holloran [19:09]:
  “Our collaborative cloud allows Brilla and Kroger to merge their data securely, enabling the creation of detailed propensity models that identify high-potential consumers.”

This synergy between Barilla and KPM exemplifies the power of data-driven strategies in enhancing customer acquisition and retention.

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4. The Power of Collaborative Cloud

The Collaborative Cloud platform serves as a cornerstone for the partnership between Barilla and KPM. It facilitates the secure merging of proprietary data, fostering a deeper understanding of consumer behavior.

• Mariama Kamanda [20:32]:
  “With the collaborative cloud, we can connect our first-party data with Kroger's, creating a comprehensive view that empowers our data scientists to build effective targeting models.”

Jenny Holloran highlights the technological and analytical capabilities that make this collaboration successful.

• Jenny Holloran [21:11]:
  “Our platform not only ensures data privacy but also unleashes the potential for advanced analytics, allowing brands to engage consumers in more meaningful ways.”

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5. Retail Media Networks and Media Planning Strategies

The episode delves into the evolving role of retail media networks (RMNs) in media planning. Jenny Holloran discusses how access to rich retail data transforms traditional media strategies into more dynamic, data-informed processes.

• Jenny Holloran [21:51]:
  “Retail data allows us to move beyond conversion metrics and into brand building. By understanding purchase signals, we can segment audiences more effectively and craft creative, targeted campaigns.”

This approach signifies a shift from purely transactional marketing to a more holistic, relationship-driven model.

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6. Importance of Test and Learn Mentality

A recurring theme is the adoption of a "test and learn" mentality. Mariama Kamanda shares her experience with Barilla’s campaigns, emphasizing experimentation with various digital tactics to optimize consumer engagement.

• Mariama Kamanda [26:32]:
  “We tested different tactics—digital coupons, social media, off-site display—and found that combining multiple approaches yielded a 4x increase in conversions.”

Jenny Holloran reinforces the value of this approach, highlighting the iterative process of testing, measuring, and optimizing campaigns.

• Jenny Holloran [28:10]:
  “Embracing a test and learn mindset allows us to continually refine our strategies, ensuring we stay aligned with evolving consumer behaviors.”

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7. Building Cross-functional Partnerships

The dialogue underscores the significance of cross-functional collaboration between data teams, marketing departments, and external partners. Mariama Kamanda outlines Barilla's internal processes to ensure alignment and accountability.

• Mariama Kamanda [35:59]:
  “We ensure that every project starts with a signed-off brief that defines success metrics and outlines our approach. This guarantees that all teams are aligned and accountable.”

Jenny Holloran adds that such partnerships enable more effective utilization of retail data in crafting targeted media strategies.

• Jenny Holloran [24:35]:
  “Our collaborative efforts with CPG partners like Barilla allow us to leverage their data science capabilities alongside our media expertise, driving better outcomes.”

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8. Key Takeaways from Cannes Lions

Wrapping up the episode, the guests share their insights and key learnings from attending Cannes Lions. Jenny Holloran reflects on the growth and integration of retail media networks showcased at the event.

• Jenny Holloran [40:23]:
  “This year at Cannes, retail media has taken center stage with more networks and deeper conversations around strategic collaborations and storytelling.”

Mariama Kamanda emphasizes the unique partnership between Barilla and KPM as a model for success.

• Mariama Kamanda [41:19]:
  “Being here was about showcasing our partnership with KPM, demonstrating how trust and collaboration can lead to innovative and successful campaigns.”

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Conclusions

This episode of The CPG Guys podcast offers a comprehensive exploration of how leading CPG and retail media professionals harness data analytics and strategic partnerships to navigate consumer volatility and drive growth. Key highlights include:

• Balancing Personalization and Mass Reach: Striking the right balance to engage consumers without being intrusive.
• Adapting to Dietary Trends: Leveraging early market entry and sustained innovation to meet evolving consumer needs.
• Harnessing Retail Data: Utilizing advanced data analytics to re-engage lapsed shoppers and attract new audiences.
• Collaborative Cloud Advantage: Integrating proprietary data platforms to enhance targeting and campaign effectiveness.
• Embracing Test and Learn: Adopting an experimental approach to optimize marketing tactics based on data-driven insights.
• Fostering Cross-functional Partnerships: Ensuring alignment and collaboration across teams to achieve unified marketing goals.
• Insights from Cannes Lions: Recognizing the growing prominence of retail media networks and the importance of strategic storytelling.

As the CPG and retail landscapes continue to evolve, the insights shared by Mariama Kamanda and Jenny Holloran underscore the critical role of data-driven strategies and collaborative partnerships in achieving sustainable growth and consumer engagement.

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Notable Quotes:

• Mariama Kamanda [07:03]:
  “We see that people want that personalized experience, but they also want mass reach. Our challenge is finding that balance without being overbearing.”

• Sree Rajagopalan [10:35]:
  “Two years ago, I was against the notion of GLP1 impact on volumes. Now, it’s evident that it plays a significant role alongside inflation and tariffs.”

• Jenny Holloran [21:51]:
  “Retail data allows us to move beyond conversion metrics and into brand building. By understanding purchase signals, we can segment audiences more effectively and craft creative, targeted campaigns.”

• Mariama Kamanda [16:49]:
  “By understanding what consumers are buying, when they're buying it, and demographic factors, we can precisely target new shoppers who are likely to convert.”

• Mariama Kamanda [26:32]:
  “We tested different tactics—digital coupons, social media, off-site display—and found that combining multiple approaches yielded a 4x increase in conversions.”

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Conclusion

This episode serves as a valuable resource for brands and retailers aiming to deepen their understanding of consumer engagement in the digital age. By leveraging advanced analytics, embracing collaborative technologies, and fostering strategic partnerships, CPG and retail media professionals can navigate uncertainties and capitalize on emerging opportunities to drive growth and enhance consumer loyalty.

Transcript

[Peter Vs. Bond]

If you're planning on attending grocery shop this fall, make sure to arrive in Las Vegas mid afternoon on Sunday, September 28th. That way you'll be able to attend the big Grocery Shop Kickoff party being hosted by the CPG Guys in partnership with Rethink Retail. The party runs Sunday, September 28th from 6 to 8pm Our kickoff party is where all the industry luminaries customarily gather to celebrate the beginning of the of this annual event. If you're a brand or retailer looking to attend or a service provider seeking to sponsor the gala event, email [e-mail] in the meantime, make certain your travel plans ensure your arrival in Las Vegas to join us for the kickoff party.

[Mariama Kamanda]

Hello, I'm Mariana Commander from Barilla Group, the Associate director of data and analytics.

[Jenny Holloran]

Hi, I'm Jenny Holloran with Kroger Precision Marketing Vice President over media insights and incentives. And you're listening to the CPG Guys Podcast.

[Peter Vs. Bond]

Welcome to the CPG Guys Podcast. Your hosts, Sree Rajagopalan and Peter Vs. Bond, explore how brands and retailers engage consumers in an increasingly digitally driven world. And now, here are the CPG Guys. Hello and welcome to a special episode of the CPG Guys podcast recording in France at the 2025 Cannes Lions International Festival of Creativity. I'm your humble and adorable co host, pbsb, who also moonlights as the head of industry and client engagement at Flywheel, the commerce acceleration division of Omnicom. Joining me as always, is my fellow co founder and co host of this B2B media empire. Sorry, I like the nefarious laugh. He is the chief revenue officer at Think Blue Consulting. He is the patriarch of of the Raj family media empire in its own right. He's a former chief customer officer at General Mills and he is my ride or die, the Thelma to my Louise. Please welcome the man known as Sree Sri. We're getting ready to close out our time here at Cannes Lions. How you doing?

[Sree Rajagopalan]

Official beginning of day five.

[Peter Vs. Bond]

Yeah.

[Sree Rajagopalan]

Two errors here in the script we're gonna have to fix long term. It says humble and adorable co host.

[Peter Vs. Bond]

That's fixed.

[Sree Rajagopalan]

And then why do we have to say like, what is this Thelma and Louise? Why can't we say judge to my.

[Peter Vs. Bond]

Well, do you really want to say that? Because that actually is true. Because we know that Ohtani is the better player and he's with the World series champion Dodgers seven records this year.

[Sree Rajagopalan]

Seven Ohtani has won.

[Peter Vs. Bond]

Does he have a ring?

[Sree Rajagopalan]

One.

[Peter Vs. Bond]

Does he have like a CPG guy's ring? For you. Looking you can see the CP. Does he have a World Series of.

[Sree Rajagopalan]

27, the Dodgers of 18?

[Peter Vs. Bond]

Oh, I'm sorry, you thought.

[Jenny Holloran]

I just wanted to make sure you're here for the same podcast.

[Peter Vs. Bond]

You actually thought we were talking about cbg. No, no, we're a baseball podcast disguise. Okay, we're getting into the wrong. Our guests didn't know that we are over our bad selves. Sri, how are you doing?

[Sree Rajagopalan]

Now we'll behave.

[Peter Vs. Bond]

Okay? We'll be good.

[Sree Rajagopalan]

Doing awesome. Day five kicks off. Five more recordings to go, one more dinner to go, then back to the mothership tomorrow. So. What a absolutely fabulous festival. It's been. Lots of learning. At the time of this episode's release, we'd have already dropped our learnings from Ken Saturday after. Ken, if you haven't heard that episode, please go back, find it. All you gotta do is type cpg. Guys. Ken, you should be able to find it right in Google search. But pleasure to be doing this, man.

[Peter Vs. Bond]

Oh, love it, Love it. So, to our audience, make sure you're following us on your favorite podcast listening platform so that you'll never miss an episode. Just go up to the top, Spotify, Apple, whatever. Click, follow. If you're sitting in the shower, ask Alexa to play the CPG guys podcast. She will. It'll be great. So, anyhow, listen to us.

[Sree Rajagopalan]

Is shower the only place that's allowed? What about the dining table?

[Peter Vs. Bond]

You can do that.

[Sree Rajagopalan]

I know where she was going, but dining table.

[Peter Vs. Bond]

I know, I know. You're walking through your favorite shoe store, you're making sure procurement. You've got your earbuds in. We'll have to find some people who know how to buy shoes. Anyhow, if creativity is the main purpose of Cannes lions, it's hard to walk the beach these days, Sree, without clearly understanding by the many activations here that retail media is a pretty darn close second. Right? We're pleased today to feature both a retail media network and one of their consumer goods suppliers who leverage the RMN to meaningfully grow profitable sales. Jenny Holloran, VP of Media at Kroger Precision Marketing, is joined by Mariama Kamanda, analytics and Insights Associate Director at the Barilla Group. Welcome, ladies, to the CPG guys.

[Mariama Kamanda]

Thank you.

[Peter Vs. Bond]

Please introduce yourself. Mariana.

[Mariama Kamanda]

Hey. So I'm Mariama Kommander. I work at Barilla Group. I've been there for around four years. It's very fast approaching, really focusing on data and analytics. So anything to do with the modeling side, predictive analytics, and I'm a bit of a nerd. So if I can find data and I can hunt it down, I'm probably going to try to use it in some way. That's what I'm known for now. So, yeah, it's really lovely to be here.

[Peter Vs. Bond]

You're data nerd that you. You fit right into this group. We're okay with that. We love that. We love that. Jenny.

[Jenny Holloran]

Hi. So great to see you.

[Peter Vs. Bond]

Dear old friend Jenny. Love, Jenny.

[Jenny Holloran]

Yes, I know. I love seeing you guys in all these great places.

[Peter Vs. Bond]

Yeah.

[Jenny Holloran]

Yeah. Jenny Holloran, vice president of media, insights and incentives with Kroger Precision Marketing. We are the retail media arm of Kroger, America's largest grocer.

[Peter Vs. Bond]

We're going to include in the digital liner notes of this episode links to your LinkedIn pages, your company pages on LinkedIn, your company websites that listeners can multitask. They probably will do a little. They're running along the beach. We've got our earbuds in their ears. They're listening to us. Like, I got to check out who this Gunner Mariama is. It's all in there. You don't have to write anything down. Just click the hyperlinks, you're good to go. All right, so let's get to our conversation. We've got a bunch of questions. SRI and I'll take turns asking you them. And we're looking for it. So I'm going to go to Mariama first. Brands are facing a lot of uncertainty today, both from economic uncertainty and from changing shopper habits. How are CPG brands like Barilla navigating some of that consumer volatility they're facing?

[Mariama Kamanda]

So we have a great analytics arm. So in my broader team, we've got a team that takes care of Insights. You've got the data analytics, and then we also have capabilities. So I'll speak on the Insights piece because, of course, everything starts with data, when we want to understand the consumer and how we want to move forward. And some of the foresights that we're seeing aren't too crazy, they're not too new. We're seeing that people want that personalized experience, but they. We also see a seismic shift in how they're consuming things. Okay, so there's that. But when it comes to really speaking to the consumer, they want a personalized experience, but not too far. And sometimes it kind of juxtaposes. Because over the last few years, we've heard that you need to do mass reach, but the reality is that they still want that personalized experience. So our Insights team really tapped into that. And then it's something that we're seeing in our different regions. So what we found in the U.S. for instance, is that we were finding a drop off rate to some extent when we looked at the protein plus, not a drop off rate. The market share is pretty good, but people aren't coming back and we want to increase the penetration. But how do you do that? Do you do the mass reach of your media agency or do you do something more, bottom line that really impacts how much money you're going to make having your pockets? Of course we need to make sure that it's a. It's a win win for both. But I think that's really what the issue is here. It's how do you go to that personalization of being too overbearing to the consumer who says that they don't necessarily want.

[Peter Vs. Bond]

You want to nudge, you want to encourage, you want to inspire, you don't want to shame.

[Mariama Kamanda]

Yes.

[Peter Vs. Bond]

Yeah, right. Yeah, absolutely.

[Jenny Holloran]

Personalization at scale.

[Mariama Kamanda]

Yeah.

[Peter Vs. Bond]

Oh my God. I've heard that before. That's good. We'll have to write that one down.

[Jenny Holloran]

People will be listening. Running on the knees.

[Peter Vs. Bond]

So let me follow up then. Mariama. One of the big changes in CBG is a shift in people's diets. Right. GLP1 diets tend to demand much higher protein in order for it to be truly effective as a mechanism for changing their lives. People are looking for functional ingredients and higher protein meals. So tell us about Barola's Protein plus line and some of the challenges you faced in bringing that to market.

[Mariama Kamanda]

So I would say we're quite ahead of the curve in the US specifically. So they actually launched this 20 years ago and it's been in the market since then. So with everyone trying to be more healthy and have more protein in their diet, Vrilla was ahead of the curve and it's been one of the most successful ranges. So this isn't a humble brag from that side.

[Peter Vs. Bond]

Okay. We're all shameless bragging. That is so outside of what I.

[Sree Rajagopalan]

Thought prior to the recording of this episode. We were discussing who's an introvert. Apparently that's you and me.

[Peter Vs. Bond]

I would think the same. Sorry, sorry.

[Mariama Kamanda]

No, it sounds.

[Peter Vs. Bond]

Continue, please.

[Mariama Kamanda]

So that innovation and the RDQ team did a fantastic job to really get to market 20 years ago. And now it's really something that the US market loves and we have loyal purchases and we have loyal buyers. So it's really ensuring that we have more repetition and we can introduce it to new people because like you said, there is a new need with GLP1 and everything else of the change of dietary needs to get it out there. There's more of an opportunity and it's really refreshing it so it can be through your creatives, through your comms, through your strategy, through your targeting and everything else so people know that there's an option there that already exists in market and it's already well established by a brand that people already like.

[Sree Rajagopalan]

The GLP1 Mariam is a very interesting one. And Jenny, I'm going to ask you that same question before we continue with the script. About two years ago when volume challenges started in the industry for the food business in general, largely related due to inflation and SNAP EBT dollars disappearing, I personally was against this notion of analytics. That said, GLP1 is a real phenomenon. Two years later, I think we're in a completely different ballgame. There's article after article that talks about the GLP1 revolution.

[Peter Vs. Bond]

It was a big focus. Cagney, all the as it should be. It should as it should be.

[Sree Rajagopalan]

And now I think at boards in both brands and retailers, the narrative has shifted from GLP1 is irrelevant to it's actually impacting volume. I love y' all's Both take on GLP1. Are you both playing closer attention? Are you digging for analytics and then trying to see how to respond? Or is it one more of those trends that will come and go?

[Jenny Holloran]

Yeah, I love how first you said you ignored the analytics when you're sitting with someone that's so passionate about data and analytics.

[Sree Rajagopalan]

So I'll tell you why. I'm going to acknowledge why now that now that I'm out of corporate America, now that I'm independent, I can say it because having been CCO at General Mills at that time, obviously the narrative was scripted for me and I followed the narrative. Now I'm studying on my own. It's a whole different ball game and I don't have 30 analytics people telling me how categories get impacted. I do my own independent study and I've definitely come to the conclusion GLP is impacting. It's not the only thing impacting. It's still inflation is the number one issue. Tariffs is something none of us could have predicted. But GLP is definitely in the mix.

[Jenny Holloran]

Yeah. So to go to the question, I think GLP1, yes, we're looking, we're understanding it, but for us in particular, it's less about that being the catalyst behind it and more what are those trends that we see over time? So with all the data, you're able to see how purchase behavior shift over time. That could be high protein, that could be low sugar, that could be price sensitivity. So for us it's less about the GLP1 but understanding audience behaviors. Those demand spaces that we start to see.

[Peter Vs. Bond]

You are what you buy, you are what you buy.

[Jenny Holloran]

And then that's where that audience first strategy comes in. So even going back to the mass media aspect of it all, when you know what someone is because of what they're buying, GLP1 or not, you're able to speak to them in a really great way.

[Sree Rajagopalan]

So Mariama, if I go to Hermes today to buy a scarf, do I become a fashionista? He said, you are what you buy.

[Mariama Kamanda]

I think it could be, yeah, let's.

[Sree Rajagopalan]

Say yes, we should do it. We totally should. It's right below us.

[Peter Vs. Bond]

We're not fashionistas. Have you seen the way we dress? Sri, are you a cpg?

[Sree Rajagopalan]

All jokes apart, I'd love to get a brand viewpoint on GLP1 as well. Is it a phenomenon or a passing trend?

[Mariama Kamanda]

So it's definitely something that like you said, people we're keeping an eye on because there are trends. And let's go to foresights. So foresights are long term things that will impact how everyone looks at your business and how you should be creating a product, how you should be talking about comms and speaking to the consumer.

[Sree Rajagopalan]

And now.

[Mariama Kamanda]

Oh, go ahead, go ahead. So if people are changing the way they eat and consume food, people like to have smaller meals. I mean, after people stopped going to restaurants, they wanted to have more intimate moments at home. There was an increase of loneliness. You had the foresight and that really changed the way people started thinking about meal solutions and how you package your meals. And there was a panic around that for a little while. And then for instance, I'm of an age where I don't necessarily eat a full meal. I love a little snack. And that's something that came out as a foresight. People, the way they consume things as millennials, at least you're not sitting around a table necessarily eating a whole meal at a specific time. You're snacking. So you need your nutrition at a different time. GLP1s is something that has come over that as well. I'm not too sure if it's necessarily a foresight. It's definitely being tracked, but it falls into that wider schema of the way that people consume and the way that intaking food. So we need to account for it in a way that from Our standpoint, it's not to create things that will suppress appetite or try to hack your appetite. That's the way that we should necessarily be going. But that's also me. That's my personal view. That's not necessarily a gorilla view. So I think it's, it's looking at the insights, but I don't necessarily think that we should dismiss it by any way. It is going to impact the way people consume. It's going to impact the way people have nutrition. And is it going to be more innovative and as a CPG or as an individual? For myself, it's how can I get what I need from my brand without feeling judged first and foremost, like you said earlier, and how can I get all the nutrition that I need in a considerate way?

[Sree Rajagopalan]

Understood. So, Jenny, should the CPG guys at this ripe old age not be eating a full meal a day? I'm just kidding, guys. Retail data. Mariam, I wanted to ask you about retail data you said you weren't going.

[Jenny Holloran]

To try and track.

[Sree Rajagopalan]

So how did access to retail data help you guys? You said back to brand of bringing lapsed households back. You were alluding to that. So how's retail data helping you with bringing back lapsed households?

[Mariama Kamanda]

So I have kind of an interesting background. So I worked at Dunhumby, which was a.

[Peter Vs. Bond]

Wait a minute. Remember that, Remember that Sesame Street. You may not, but Sesame street, one of these things is not like the other.

[Jenny Holloran]

You're looking at me.

[Peter Vs. Bond]

No, they're, they're, you know, we've got that DNA. It's the guy at the end, he's the odd, he's the odd man out. Right. But anyhow, go ahead.

[Sree Rajagopalan]

I've got an IRI background.

[Peter Vs. Bond]

So you're okay, you're okay.

[Mariama Kamanda]

Amazing.

[Peter Vs. Bond]

Yes, but go ahead, by all means.

[Mariama Kamanda]

So if for those who don't know Dunn Humby, they look into retail data and they used to be the sister company of 8451 and after some years they split ways. So I have a deep love and a deep affinity when it comes to retail data and what you can do with customer analytics. It's so powerful. And that was just from a very biased perspective, I guess. So what we see when we look at the retail data is really understanding the consumer and understanding the shopper. What are they buying, when are they buying it, really obsessing over that. And then not only the shopper, but also understanding the category and then finally understanding the store makeup because there are multiple different facets you can look at to target people you don't necessarily need to do, you know, the one to one personalized shop targeting. There are instances whereby you might want to target an area because you can go by the affluence, you can do the demographics of the store, you can do some indexing. I'm going to nerd out for a second. And once you understand that, you can be more precise as a CPG essentially. So that's how we're leveraging that retail data to really understand the shopper. And in the case of the activation we did with Protein plus, it was actually penetration. We wanted to net new shoppers because that's something that is really valuable to us, but it's also valuable to the retailer if you can prove that you're bringing new people to the category or innovating in the category and growing the category. But that's absolutely invaluable. So if we can get net new, that was what the challenge was in this instance because that's like a follow.

[Peter Vs. Bond]

Up to that as you thought about targeting the audience. Right. You can use the rich data that 8451 provides to identify, okay, they've never bought my brand before. But you can add other qualifiers. Right. You can say, but I want to make sure that they buy pasta.

[Mariama Kamanda]

Yes.

[Peter Vs. Bond]

Or I'm. Or that they, that it seems based upon their diet, that protein is important to them. You can add all of those layers in and because of the scale that Kroger precision marketing brings, you can still find a meaningful audience to reach.

[Mariama Kamanda]

Yes, it's precisely.

[Sree Rajagopalan]

But I have a follow up question to that. One of the hardest metrics in the industry right now is new to brand, especially with lapsed households. And the difficulty really upper funnel is going to bring back lapsed households. New to brand though, and you just kind of started getting, getting into it. Are you finding that retail data is actually helping play a greater role in bringing new to brand?

[Mariama Kamanda]

So in the test that we did it, I, I think it did the data was very good. But also we had a fantastic person on my team. His name's Enrico. So shout out to Enrico. He built it.

[Sree Rajagopalan]

Hey Enrico, God bless you, man.

[Mariama Kamanda]

He did a fantastic job building out a propensity model to target people who were, who had a higher likelihood of converting, which is where the data really comes in invaluable. We wanted, we didn't want to target everyone. We want to target the people who we are 90% sure, 80% sure are going to convert. And what we found is that they did. And we wanted that. We wanted to see the net new. So I think it's invaluable. Like you said, it can be new to brand or it can be penetration. So at Barilla, what we say for all of our brands is penetration is king. If you can get new people, that's how you improve your margins. That's how you increase your profitability. That's how you increase value to your customer as well. It becomes a win, win, win. The CPG wins, the customer wins. And then of course, your debate as well.

[Jenny Holloran]

Peter, I want to go back to what you just mentioned, though. So we do have fabulous data at Kroger Precision Marketing, but we also have a solution that was used here, which is our collaborative cloud, and that allows us to have the Barilla data, have the Kroger data, commingle those, and have the data and analytics in a privacy safe way in a very private. Yes, it's absolutely privacy safe. But then that unleashes the data and analytics team on the CPG side to build those propensity models.

[Peter Vs. Bond]

So the behavioral signals mix with what they have to see the audience.

[Sree Rajagopalan]

Is this what the tech people tell me? They use the cleaning stuff. Clean rooms, cleaning stuff.

[Peter Vs. Bond]

Isn't that where you. That's where you keep the Windex and stuff, right? No, not that room.

[Sree Rajagopalan]

Tissues.

[Peter Vs. Bond]

Well, okay, good, good.

[Mariama Kamanda]

So it's, it's slightly different to a clean room because clean room is where you can bring your data from two separate places together in kind of a guarded place. So if we had our first party data. So data, collect, connected, connect. Goodness me. Collected, collected.

[Peter Vs. Bond]

There we go. Gotcha.

[Mariama Kamanda]

It's hot.

[Peter Vs. Bond]

I'm here.

[Sree Rajagopalan]

I'm here.

[Peter Vs. Bond]

I'm here for you.

[Sree Rajagopalan]

I got you, sales guy. It all works. Collected, collect, connect.

[Mariama Kamanda]

So all the data we've collected on our side, we then connect it to the data that Kroger would have, and then that would be the clean room, and it becomes quite powerful in that way. What we have here with the collaborative cloud is we as data scientists can go into the platform and it's completely Kroger's data. But 8451 is a special partner. I'm explaining your solution.

[Jenny Holloran]

I love it. No, you're doing wonderful.

[Peter Vs. Bond]

She called herself a data data scientist. My cool points are out the window.

[Sree Rajagopalan]

I'm still intrigued.

[Jenny Holloran]

Who?

[Sree Rajagopalan]

The introvert?

[Jenny Holloran]

That's why I said she called herself an introvert. But please.

[Sree Rajagopalan]

I didn't say who.

[Jenny Holloran]

I'm gonna just record this. We're going to take this recording to meetings.

[Peter Vs. Bond]

I like it.

[Mariama Kamanda]

But then we work on top of the data and we have everything we need. So.

[Peter Vs. Bond]

Brilliant.

[Mariama Kamanda]

The way I can describe the data is Mariama went shopping in Kroger at this time, bought these products. She's this age, she has a dog, she might. She doesn't have kids yet. And all of this extra information, then we can make yet. And then we can summarize all of this information, create the signals like you've said to say, does anyone look like Mariama that buys gorilla? Let's target them because we believe that based on all these attributes, they will exhibit this similar behavior and we can convert them.

[Sree Rajagopalan]

I have five kids.

[Mariama Kamanda]

Yes.

[Sree Rajagopalan]

Three are not humans though. Do they count the cats?

[Mariama Kamanda]

Okay.

[Peter Vs. Bond]

By the way, his three cats have more Instagram followers than the CPG guys. Seriously, it's that bad.

[Sree Rajagopalan]

They gotta go.

[Jenny Holloran]

Yeah, no, they'll count. Yeah. The thing I love Mariama said is if you think about that data. So we have this powerful data, right? Your Dunholm B background, the IRI background that you have, we have all this incredible data backgrounds. And then we also had the opportunity to run the media audiences on that. But now you can do that in a really customized way. Having that data, science talent, build it out and connect those insights all the way through completely to activation where before it wasn't quite as seamless.

[Sree Rajagopalan]

And Jenny, that is the very next question, which is, I want to ask the same thing that I asked her, which is how is access to retail data changing the way that brands think about media planning? Well, including retail media.

[Jenny Holloran]

Yeah. So even just being here at Cannes and Peter talking about the creativity, I think a lot of people, especially with retail media, initially go to just the conversion factor of it because it's how it started. You think of search based.

[Sree Rajagopalan]

Lower funnel.

[Jenny Holloran]

Lower funnel, absolutely. But when you then have all of the retail data, it actually helps build brands and drive that creativity. Because of those purchase signals, your brand and the people new to brand, you understand those different segments and how to speak to them. And then that comes together in a very creative way to build those brands. And then obviously with at the retailer for the purchase as well.

[Peter Vs. Bond]

Brilliant. Let me remind our audience today we have the distinct pleasure of speaking with Mariama Kamanda from Barilla Group and Jenny Hollerin from Kroger Precision Marketing. Jenny, back to you. Can you explain more about what goes into crafting those audiences inside the collective cloud, like lift up the hood. Tell us about the Hemi inside, what's going on there.

[Mariama Kamanda]

Yeah.

[Jenny Holloran]

So I think this is where it gets really unique. So not all retail media Networks are created equal as well.

[Peter Vs. Bond]

Yes, right. There's true that.

[Jenny Holloran]

Are we still at around 200 globally?

[Peter Vs. Bond]

Is that globally? But like domestically 170. It's a lot. It's like over 100 domestically.

[Jenny Holloran]

That's a conversation we have a lot on our side too is brands are overwhelmed by the decisions they have to make. So we've been very proud at Kroger Precision Marketing of not just the capabilities but the tech and the talent behind the retail media network that's driving that.

[Peter Vs. Bond]

The OGs, like people don't understand. People talk about. There was like maybe night 2012 was when retail media. I'm like, let me tell you, it's a long, long way before that. And Kroger was right at the forefront.

[Mariama Kamanda]

Yeah.

[Jenny Holloran]

Which is so exciting. I've been with the company for nine years and you know, media, that's a really long time. I thought it'd be a quick couple year stint. But it's so incredible what we continue to drive in the industry. So back to Little Peek under the Hood. We have this incredible capability through the retail media network we're really proud of. But then what we've been able to do is unleash that further along with our CPG partners to say, hey, you also have really great talent. You also have an incredible data science and analytics arm that you want to utilize with this data to drive those key KPIs that you have penetration new to brand. And that's the exciting part here is we're able to allow the CPGs to utilize their talent with the capabilities.

[Sree Rajagopalan]

But then Jenny, how do you decide what brand is it for every brand or how do you decide who's actually mature enough? You know, the four of us may have an analytics background and therefore this is just flowing for us, but that's not true at every brand. So how do you actually determine who should really get access? Who can take advantage of what you put in front of them?

[Jenny Holloran]

I'm so glad you asked that because Brill is a fantastic, fantastic partner and have brilliant, brilliant teams.

[Sree Rajagopalan]

They are not introverts.

[Jenny Holloran]

They are not introverts. What they say.

[Peter Vs. Bond]

Yes, dude, Geek is chic. Let me tell you. We're all about data science. I like it.

[Mariama Kamanda]

If you have.

[Jenny Holloran]

Or your next teacher.

[Peter Vs. Bond]

The newer means another teacher. Listen, no, we're. There's something that Mariana said that will appear. We. We like to take quotes and put them on T shirts and credit people. It's happening. Just. It's gonna.

[Sree Rajagopalan]

It's gonna be a surprise though.

[Peter Vs. Bond]

It will be. It will Go socially viral. Just get, just get ready. It's happening, it's happening.

[Sree Rajagopalan]

A past leader at Kroger's said something and it went viral.

[Peter Vs. Bond]

Yes.

[Sree Rajagopalan]

We have teachers.

[Jenny Holloran]

Yes.

[Peter Vs. Bond]

Something about retail media being media.

[Sree Rajagopalan]

Something like that, yeah.

[Peter Vs. Bond]

All right.

[Jenny Holloran]

Anyway, how do you decide Collaborative cloud. So it isn't for everyone. The business really has to be mature and that can mean many things. But really what it comes down to is that having that data science capability. So it's not just about how they're engaging with retail media networks. It's not just about their marketing team. It's how is that data science team actually connected to the brand teams. That's where the magic happens. Where we've had a lot of more of the omnichannel teams express interest, they'll get into something. But then if they don't have those teams ready to get in there or that talent able to get in and build all of those algorithms to be able to use the data, then it doesn't really go anywhere. So it's starting at the core with the data team and those brand teams and then they start building that and that's where the magic happens.

[Sree Rajagopalan]

Understood?

[Mariama Kamanda]

Yeah.

[Peter Vs. Bond]

So, Mariama, we understand that as we were talking about lapsed shoppers, right, that your campaign to bring people back to the Protein plus product line included multiple digital tactics on site media, digital coupons, social media, off site display. What did you learn about the effectiveness of using purchase based audiences across all those different channels?

[Mariama Kamanda]

That's a great question. So what we learned. Let me take it back. So we had the. So it was penetration, getting new while the lapse customers back.

[Peter Vs. Bond]

Right.

[Mariama Kamanda]

And creating the audiences. What we wanted to do is play. We wanted to test and learn. So that's why we really created those audiences. We sat down with the branding. So going back to what you said, you need to have a great sensitivity to what the business needs and how you need to grow. So we said, why don't we play a bit with this? You guys want to get people to come to the brand. Why don't we try these different tactics and tactics and try different creatives and try different messaging and see how that lands. So what we learn is of course, if you give someone a coupon, it's very good. They're most likely going to convert. But then if you also have multiple tactics, that's going to be more powerful. If you target them in two different ways, that's going to be the best way to get them to convert.

[Peter Vs. Bond]

So it's looking across all of them, figuring Out. What are the components? In what order, in what volume.

[Mariama Kamanda]

Yeah.

[Peter Vs. Bond]

Drive the best outcome.

[Mariama Kamanda]

Yeah.

[Jenny Holloran]

We've talked a lot about the audience aspect of this, but then what we haven't touched on yet is the measurement on the back end of that. And what Mariama was saying is when you had all of those tactics working together, they saw a 4x increase in the results on that as well. So. Yes. So it's really like incredible results to start. But this, I love that you said you got to play a little bit, because that's the fun of it is you. You pick these audiences, you play around a little bit and then you get that measurement, you optimize, and then you start to learn to grow and scale and it's.

[Mariama Kamanda]

And it's really around the partnership as well. So we have amazing partners at KPM as well as that collaborative cloud. So you've got the data science arm, who are phenomenal. We've got KPM from the media side, who are so creative of the way they think.

[Peter Vs. Bond]

Yeah.

[Mariama Kamanda]

And my general brief to them when we started was, I want to do something wacky and cool and I just want you guys to play. When it comes to media, if we give you the audience, you're letting them.

[Peter Vs. Bond]

Get their hands in.

[Mariama Kamanda]

If you have people who are excellent, let them be excellent in what they are good at. I love data, so I will do the data and I'll create the audiences. The data scientists would do that. KPM does media or retail media, which is just media. We let them do what they do best and they can advise us and we can consult them and give them the insights and the brand details that they need. But once you're able to have that partnership and the synergies, as well as having the business oversight, I truly believe that's why it performs so well. So for me, I'm happy that we said, just play with it a bit. You go, yeah, you go and tell us what works and we can see how that works out and what the results looked like. And they were. They were really good.

[Sree Rajagopalan]

What I'm hearing you really say is a test and learn mentality. And with a very open mindset that KPM can bring those ideas first, test and learn to you. And it can be repeat, it can be repeated, it can be multiple ideas. How do you feel about that? Because having a brand that you can work with, which is open to test and learning all year long, is going to be a dream for you guys at kpm.

[Jenny Holloran]

It is such a dream. It's one of my favorites by the.

[Sree Rajagopalan]

Way it's the right thing to do for the consumer. But most, most brands don't understand that because they want to script the narrative.

[Jenny Holloran]

Yes. And so often you get caught in these legacy performance metrics or models and then you just get into this hamster wheel. Exactly. And so getting the hams dirty, really getting in there, having fun and playing, testing and learning and having the incredible partnership to say, if something worked great, how do we take that further? If it didn't work, what did we learn from this? And then how do we think differently again? And that's where, again, we can geek out over the data because of that. And it's telling us that even though you didn't believe the analytics on the GLP1. See how I brought that?

[Sree Rajagopalan]

No, I wanted. I wanted. For the whole wide world in the audience, I want to correct. I. It's not that I didn't.

[Peter Vs. Bond]

He's tying up all the loose end.

[Sree Rajagopalan]

Being as a sales leader, I was told not to believe the data.

[Jenny Holloran]

I know. And that's where we have the fun.

[Mariama Kamanda]

Right.

[Jenny Holloran]

We have all this data, we have the analytics and the performance to show. And so we continue to grow and. And then we'll see what's next. What is the next fun thing to. To explore. And that's why it's such a great partner.

[Sree Rajagopalan]

I'm going to correct that even further. I was told not to use GLP1 as an excuse why volume is slowing down. Whole different ball game now. As Peter said as we talk at Cagney to CEO after CEO, everybody basically said GLP1 is the number one reason. I don't buy that it's the number one reason, but it's definitely a But.

[Peter Vs. Bond]

There were some at Cagney that stood up in front of the group and said it's a major trend and we are. Our innovation is squarely focused around addressing it. I think the people like you that understand where the consumer trend is leading and you're tailing your messaging and you're highlighting the product base that you have to address those consumer trends and leveraging the data coming from collaborative crowd and building those audiences is the right way to grow your business.

[Jenny Holloran]

You know, we remember the subtle flex earlier where Barilla was way ahead and they've had this around for what, 20 years. But that. So we, as you know, brought together our media and insights business earlier this year at kpm. And part of that was to help get ahead of some of those insights. So we would see those trends that Barillo was seeing and say, oh, we're starting to see people go after a more protein heavy meal. So then we can sit with brands in a totally different way. And there are space to say we're seeing trends in protein and that helps them build out their new portfolio and innovation and then all the way through to the media. So that's been a lot of fun too is pulling those together.

[Sree Rajagopalan]

So does that mean now at kpm, y' all are bringing proactive trends to your different to different brands and actually coaching them on which directions to take based on the data.

[Jenny Holloran]

You're seeing those that are those that want those conversations, those are some of the best ones. That's where we get really excited.

[Sree Rajagopalan]

And so why would somebody not want to have that conversation? That's like puzzling.

[Jenny Holloran]

Always the hamster wheel again, right? Or it's just, oh, the GLP one.

[Sree Rajagopalan]

Story all over again.

[Jenny Holloran]

We come into KPM with a brief to just activate. It's those sales people instead of wow, they start to see this. You're still sales people. I know. We start to see this consumer behavior.

[Peter Vs. Bond]

More misguided salespeople because they want truckloads.

[Jenny Holloran]

Yeah.

[Sree Rajagopalan]

But seriously, so you have the ability now to take. Because you're one team to take retail data and actually bring trends to brands.

[Jenny Holloran]

Yes.

[Sree Rajagopalan]

I want to make sure our audience hears that.

[Jenny Holloran]

Yeah, we have that data capability to sit in a room and say, here's what we're seeing of shopping behavior.

[Sree Rajagopalan]

Is that proactive on your part or do brands have to ask?

[Mariama Kamanda]

We've had a few conversations where it is proactive and it's great because when you're a cpg, you believe you know everything about your brand.

[Sree Rajagopalan]

That's where I'm going. Yeah.

[Mariama Kamanda]

There's nothing nicer than having a conversation where you don't have to overly preface and they're just like, oh, we've seen this and what about this? And I'm like, perfect. This is a fantastic conversation. What are we going to do about it? Or what's your solution? Because it's great. Telling me the what. What's the. So what. What's the now what?

[Jenny Holloran]

The now what? Yes, exactly.

[Sree Rajagopalan]

And then in 2025, you know, we're halfway through the year now what's like. What's like one big insight you're proud of either of you. Yeah, that, that you feel that like GLP1 is. We've debated year. We all have.

[Peter Vs. Bond]

I know that's shocking.

[Sree Rajagopalan]

Everybody.

[Peter Vs. Bond]

Nobody told me we were in June.

[Jenny Holloran]

I'm sorry. It's almost July.

[Sree Rajagopalan]

It's already AOP time for next year.

[Peter Vs. Bond]

Oh my goodness.

[Sree Rajagopalan]

And an LRP time.

[Mariama Kamanda]

Oh my gosh.

[Jenny Holloran]

Yes. I don't know if it's one individual insight. I think it's the work that we have been able to that is what is exciting me and how we're building to see this for innovation in our industry.

[Sree Rajagopalan]

What I'm taking away in your, the partnership between the both of you is a pretty deep one. Grounded on what everybody should be grounded on, which is consumer insights. Some may call it shopper, some may call it something else customer. But at the end of the day it's consumption habits. Would you guys agree?

[Mariama Kamanda]

Yeah, that's.

[Sree Rajagopalan]

That's pretty awesome.

[Jenny Holloran]

You are what you buy.

[Sree Rajagopalan]

You are what you buy. If you had to Hermes today.

[Peter Vs. Bond]

Yeah, we are.

[Sree Rajagopalan]

We know one person.

[Peter Vs. Bond]

Can'T help it.

[Sree Rajagopalan]

But can help Mariama. So what are the internal conversations at Barilla that's sparked by the testing and work? We've talked about it quite at length over here that you've done at Kroger and then any internal alignment that you need to do within your other brand, within the other cross functional teams to make sure that the insights you guys collaborate on they can action against.

[Mariama Kamanda]

Okay, so we have a very interesting structure. So I sit within the global team and working with Kroger there in the U.S. so what we have to do is have a very deep understanding of the strategy from a global perspective, of course and then what they're trying to do in the local regions and then for that specific brand. So what I really push my team to do, and the consultants that we work with as well, is to say, you know guys, we need to really understand this. So I want you guys to learn what the pain points are. Because when we go into the room and speak to that team, we're not going outside in as global and local. We are a part of their team. We should speak the language. We should be able to have a sensitivity to the market share, the penetration issues. We should understand their brand. Because at the core at one company, so that's the first thing that we do. We make sure that we're ready to have the conversation. Because being data people going into a room, you know how it is. Sometimes it feels like you're ticking the homework or you're coming to tell them something they may already know or you don't necessarily have that creative or the brand interest in it. So I make sure that the team, when they go in, they're as obsessed as they are. So that's the first.

[Sree Rajagopalan]

That's actually a wonderful philosophy because PepsiCo, Johnson & Johnson, Revlon, General Mills. What what I found is Global Insights actually brought us great insights to Nang. That is stupidity. Often a time they wouldn't necessarily focus on understanding the local market as is. It would be more the brand narrative and insights to support the brand narrative. Like a playbook supporting the playbook. It's fabulous that you're actually emphasizing talk about the local market to the local audience and don't focus on bigger picture narratives. That is the best case outcome. But I'm also sad in some ways that in our industry we still haven't evolved where us teams don't automatically. If you're a Global Insights leader, you are a global Insights leader. You have to be able to trust your Global Insights leader. That's why they're in that position. End of story. You don't have to be this crazy conceited person that thinks you know it all.

[Mariama Kamanda]

And I think that's precisely it. The team knows their market, they understand their market shares better than I ever will that my job is to have a sensitivity to it and not also be proud to ask questions. Now we have the Insight arm of the team that also sits there. So that's the first cross collaboration that we do. Then we've got somewhere in the shop and marketing team that we will liaise with to say, well, this is the idea that you have. We've already done all of our homework. So let's say that we're about to launch a new product. Okay, we're going to launch this new product. How do you want to go about targeting it? What was your thought? What's the wider context that we haven't even considered that we need to keep in mind? So we'll speak to the shopper team that speaks to the to KPM and to the retailer and then we'll bring in the brand team because the brand, they're the stewards of it. They want to make sure the assets you have to execute, they have to execute. So we make sure that everyone is in the room and everyone is has a general consensus. The first thing they do is give us the brief. We send a response to brief. No work is done until the response to brief is signed off. And we usually give them in the response to brief. What is your success metric? So we have the measurement framework internally and then we have the actions we're going to be taking. Are we going to build out a propensity model to build out these audiences to target and when we target them, what are we actually building them for? It has to be purpose driven. So in the instance of Protein plus, we were reaching out to different digital audiences because we saw that they were more digitally led. The people that like Protein plus, if we're doing something like a more premium product and we already have a portfolio that's quite premium when it comes to Barilla brand. So for instance, we've got the Al Bronzo range and we've got the blue box range. One is a higher price point, the other one is quite low. But overall they're both quite high. So we need to consider for things like cannibalization. So how can we be creative in creating audiences that are going to benefit the people we want to target ultimately? But what are we going to learn as a business? If we have a hypothesis that cannibalization is going to be so bad, let's create a specific audience that purposely does that and let's say how big of an impact that's going to be in the long term and then let's track that over time. So like I said, it becomes that win, win, win again. The consumer wins, the, you know, the data team wins, the business wins, but also the customer wins because we're going to be able to share that. Learning to say that in this category, you might be able to be saturated. There might be an issue in the future if anyone else wants to play in that space. But the cross collaboration that you said, for instance, is something that I'm very big on, I think without the team speaking to each other, aligning, signing off and holding everyone accountable with one true brief that you can say, no, no, no, you said this, we did it. I think that's the most important thing to do. And then you also have the partners that you know is great as well.

[Peter Vs. Bond]

So let's. To round close this out, let's bring us all back to this event. We're at Cannes Lions, right? I'll start with Mariama. And then. Jenny. Jenny. What? What's been the most surprising or big or small, intriguing topic, insight? Learning that you got it. What are you going to take back and say? First thing here, here's what I got out of this.

[Sree Rajagopalan]

For example, Jenny, I learned that only sells carbs.

[Peter Vs. Bond]

That was okay. Thank you. Thank you. Sri.

[Jenny Holloran]

I was worried that's gonna be a recap. Yeah.

[Mariama Kamanda]

Second, the real.

[Peter Vs. Bond]

Yeah, let's get to the real world. Go ahead.

[Mariama Kamanda]

Might have to take that.

[Peter Vs. Bond]

Okay.

[Mariama Kamanda]

I'm sorry.

[Peter Vs. Bond]

That's all right. Jenny, Anything that's kind of like your hot take of what, what you, what you're going to bring back from Cannes?

[Jenny Holloran]

Yeah, I think so. Last year was our first year here, which is a big move, I think, for retail media, where we started to see it bubble up a little bit more at Cannes. This year it's a lot bigger. We see a lot more retail media networks here.

[Mariama Kamanda]

Yes.

[Jenny Holloran]

Which is fantastic. A lot of the conversations that I've been having with the different brands and the different agencies has been around. How do we get out of almost what we're talking about today out of that tactical planning and think of the overarching strategy, pulling together those collaborative teams to. I love how you have the alignment on the one brief and what those success metrics are together instead of just running one thing. So there's a lot of that overarching getting back to storytelling.

[Sree Rajagopalan]

Okay, so I'll flip the question to you in a different way. Not so much in 24 hours. What you've seen is themes. But. But in the first place, what made you get on an aircraft, assuming you didn't swim across the channel or the pond, what made you get on an aircraft and want to come to France? All the way to that.

[Mariama Kamanda]

So it was really to talk about this partnership.

[Peter Vs. Bond]

Okay.

[Mariama Kamanda]

I believe that the partnership that we've built with KPM and precision marketing and collaborative cloud is something so unique. Having a partner that you can just trust to say, do something a bit wild and they do something wild within. Within realms and it's going to be successful and then being able to challenge back. So for me, it was really to showcase this partnership, which I think is so valuable. That is something that more cp.

[Sree Rajagopalan]

That is awesome.

[Mariama Kamanda]

Push towards.

[Peter Vs. Bond]

Thank you.

[Sree Rajagopalan]

That is awesome.

[Peter Vs. Bond]

To our audience. We hope you enjoy the content we're bringing you through this podcast. The best way for you to tell us what you think is to leave a rating and a review on Apple Podcast or Spotify Shree. What's your favorite number?

[Sree Rajagopalan]

I close my eyes, I see five.

[Peter Vs. Bond]

I see five, too. Five. Give us any rating you want to, but we like fun. I know. We're subtle, aren't we? We're subtle. And if you think you have something to contribute, I'll take 5 stars as well. 5 stars too. Okay. If you think you have something to contribute to our ongoing conversation, email [e-mail] and maybe you can be a guest on our podcast one day. Jenny Mariama, thank you for joining us on the CPG guys to share your collaborative story today. Thank you.

[Jenny Holloran]

Thanks for having us.

[Mariama Kamanda]

Thank you so much.

[Sree Rajagopalan]

Thank you.

[Peter Vs. Bond]

Sri as always. Thanks. Closing the book on canon a couple of hours. Heading in the big silver bird back to the U.S. i don't think you.

[Sree Rajagopalan]

Looked at your clock. It's 24 hours.

[Jenny Holloran]

Okay, yeah, I know a little bit to go. Just like we're in June.

[Peter Vs. Bond]

We'Re getting close.

[Sree Rajagopalan]

I do want to thank our friend Brian Spencer for yet again working.

[Peter Vs. Bond]

Oh yeah, I remember him to get this podcast done. So we are grateful for Brian's partnership. He's. He's a little off camera but but he has been a great partner with the CPG Guys. So thank you and to our audience, we appreciate you tuning in all the likes 37,000 plus followers on LinkedIn. We are so grateful and humbled by that and well, we'll continue the journey. Give us your feedback and thank you for joining us. Look forward to talking to you on the next episode of Wait For It, Wait for it. The CPG Guys Podcast. Goodbye. The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGuys LLC where the individual author, hosts or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGuys LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. The views expressed by CPTGuys LLC do not represent the views of their employers or the entity they represent. CPT Guys LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we present in this podcast.