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

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.

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.

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.

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.

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.”

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.

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.”

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.”

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.”

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.

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.”

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.