LIVE from Cannes Lions with Perdue's Jody Hallman & Colle McVoy's Kate Frank

Summary

Podcast Summary: The CPG Guys – LIVE from Cannes Lions with Perdue's Jody Hallman & Colle McVoy's Kate Frank

Introduction In this special live episode from the Cannes Lions International Festival of Creativity, hosts Shree Rajagopalan and Peter V.S. Bond engage in an insightful discussion with industry experts Jody Holman, Purdue's Vice President of Integrated Marketing Communications (IMC), and Kate Frank, Senior Vice President and Head of Account Management at Call McCoy. The conversation delves into the evolving landscape of Consumer Packaged Goods (CPG) marketing, focusing on brand storytelling, retail media networks, creative campaigns, and emerging trends shaping the future.

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1. Evolving Brand Story and Heritage Timestamp: [03:27] – [06:04]

Jody Holman emphasizes Purdue's approach to maintaining its heritage while adapting to modern consumer behaviors. She highlights the significance of the brand’s legacy, originating from Frank Perdue’s pioneering advertising efforts, and how the fourth generation's involvement brings fresh perspectives to keep the brand relevant.

Jody Holman [03:59]: "We are still about our high quality, taking extra steps, kicking up the category a little bit, and making sure that people understand that there's a better way to do it."

Peter V.S. Bond concurs, distinguishing between "heritage" and "legacy," underscoring that heritage builds consumer trust over time without the negative connotations associated with legacy.

Peter V.S. Bond [05:35]: "Heritage is what built with consumer trust over time. So you have to believe in what you stand for. And as long as you do, heritage is what it’ll be and it won’t be legacy."

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2. Aligning Short-term Performance with Long-term Brand Building Timestamp: [06:37] – [07:39]

The discussion transitions to balancing immediate performance metrics with sustained brand building. Jody articulates the challenge of managing unit movements and velocities while ensuring the brand remains committed to quality and consumer trust.

Jody Holman [07:39]: "We are not necessarily going to satisfy everyone's shopping needs, but we do want to provoke a conversation about where your food comes from."

Kate Frank complements this by explaining how Call McCoy integrates brand storytelling with performance-driven strategies, maintaining Purdue’s distinct brand narrative across all channels.

Kate Frank [08:25]: "We have to consider creativity as a multiplier. It's definitely not a trade-off. It has to be both and not either-or."

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3. The Role of Retail Media Networks Timestamp: [17:11] – [22:29]

Peter and Kate explore the burgeoning influence of retail media networks, noting the surge to nearly 200 networks globally. Kate views this as a significant opportunity, allowing for more precise and contextually relevant advertising.

Kate Frank [18:14]: "Retail media is changing the game... it's about connecting the dots and telling a strong brand story."

Jody discusses the need for collaboration between brands and agencies to effectively integrate retail media into broader media plans, ensuring that creative strategies align with retail-focused advertising.

Jody Holman [21:02]: "There’s a lot of innovation coming down the pipe that actually would be top funnel ideas."

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4. Co-Creation and Innovative Campaigns Timestamp: [23:34] – [29:33]

The conversation highlights Purdue's innovative Super Bowl campaign featuring Wayne Brady, which exemplifies co-creation and real-time engagement. Jody shares how Purdue leveraged live improvisation to interact with consumers dynamically during the event.

Jody Holman [25:29]: "We were reacting to what was happening in the game... Wayne and his team were there winging it and enjoying improv."

Kate emphasizes the importance of trust and collaboration between Purdue and Call McCoy, which enabled the successful execution of such a bold campaign.

Kate Frank [28:49]: "It really built a foundation of trust... Purdue is an amazing partner in doing that."

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5. Integrating Upper and Lower Funnel Strategies Timestamp: [30:34] – [33:51]

Kate Frank discusses the seamless integration of upper funnel storytelling with lower funnel activation, moving beyond traditional funnel stages. She advocates for a holistic approach where brand affinity and conversion are intertwined across platforms.

Kate Frank [30:49]: "It's less about where people are showing up in the funnel and more about how we're engaging them as the brand along the way."

Jody adds that agencies must collaborate more closely with media partners to ensure creative and strategic alignment across all touchpoints.

Jody Holman [31:54]: "Cole McCoy is there to hear about how we want to do that and can then start to ideate and create in a way that we are still on campaign, it's still on brand."

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6. The Impact of AI on Creativity in CPG Marketing Timestamp: [38:35] – [40:23]

The hosts delve into the role of Artificial Intelligence in creative processes. Kate acknowledges AI as a powerful tool for generating content but emphasizes the irreplaceable value of human creativity and the necessity for transparency in its usage.

Kate Frank [38:58]: "AI is an amazing tool... consumers are becoming skeptical. So how do you use AI in the right way is going to be important."

Peter humorously suggests that AI avatars shouldn't replace human hosts, highlighting the importance of genuine human connection in branding.

Peter V.S. Bond [40:11]: "The CPG guy should not have an AI avatar."

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7. Future Trends in CPG Marketing Timestamp: [40:51] – [44:18]

Looking ahead, Jody identifies live sports and entertainment as key areas for brands to engage with consumers more authentically. She also touches on the rising importance of purpose-driven branding, cautioning against greenwashing and advocating for genuine sustainability efforts.

Jody Holman [41:18]: "We need to build loyalty at the right life stage, especially with Gen Z managing their own meal planning."

Kate highlights the growing trend of shoppable content and the need for fresh food brands to adopt similar strategies to stay competitive.

Kate Frank [43:03]: "Shoppable Content has been a topic for a long time... Fresh Food is behind the curve a little bit."

She also stresses the importance of authentic purpose-driven narratives to resonate with today's consumers.

Kate Frank [43:54]: "Purdue's been ahead of the curve... consumers can feel that in practice and they trust in that."

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Conclusion The episode wraps up with expressions of gratitude towards the guests and reflections on the vibrant atmosphere at Cannes Lions. The hosts reiterate the importance of creativity, retail media, and authentic storytelling in shaping effective CPG marketing strategies.

Shree Rajagopalan [45:31]: "It is phenomenal, Sri. You know, as I've said before, as much as if the number one theme here is creativity, very close. Go second is retail media."

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Key Takeaways:

• Heritage vs. Legacy: Building on a strong heritage fosters consumer trust, distinct from the potentially negative connotations of legacy.
• Balancing Act: Effectively aligning short-term performance goals with long-term brand building is crucial for sustained success.
• Retail Media Networks: These networks present substantial opportunities for precise, context-driven advertising strategies.
• Innovative Campaigns: Co-creation and real-time engagement, as demonstrated by Purdue's Super Bowl campaign, can significantly enhance consumer interaction.
• Integrated Strategies: A holistic approach that blends upper and lower funnel activities ensures comprehensive consumer engagement.
• AI in Creativity: While AI is a valuable tool for content generation, the essence of human creativity and transparency remains paramount.
• Future Trends: Emphasizing purpose-driven branding and adopting shoppable content are essential for staying relevant in the evolving CPG landscape.

For more insights and discussions on CPG marketing trends, visit CPG Guys.

Transcript

[Shree Rajagopalan]

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 6:30 to 8:30pm Our kickoff party is where all the industry luminaries customarily gather to celebrate the beginning of this annual event. In the coming weeks, we'll provide more details on how to register and how to sponsor. In the meantime, make sure your travel plans ensure your arrival in Las Vegas to join us for the Kickoff Party.

[Kate Frank]

Hello, I am Kate Frank from Call McCoy. I'm joined by Jody Hallman from Purdue and you are listening to the CPG Guys Podcast.

[Shree Rajagopalan]

Welcome to the CPG Guys Podcast. Your host, Shree 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.

[Peter Vs. Bond]

Hello and welcome to the CPG Guys Podcast live from the Cannes Lions International Festival of Creativity straight from Cannes, France. I'm of course sri, your co host and joining me today is the other co host, PWS Bond. When not on the CPG Guys, I'm also CRO and co founder of Think Blue Consulting, a management advisory firm focused on omnichannel brands and retail transformation. Please do listen to my older daughter's [e-mail]. that's R H E R A J. My younger daughter Lara Raj is a member of the fast growing global girl group Cat's Eye. The new hit Gabriela is out on all channels. We recently hit episode 500 with Amazon VP of ADS Dana Elton, released on June 18th. Please do check it out on all podcasting platforms. We appreciate you leaving us a review and rating on the Apple Podcast platform. It informs us how we're doing and if you're having the right conversations on this podcast. The CPG Guys were here all week and recorded several episodes with industry luminaries from CMOs to brand and retail media leadership. Enjoy this episode. And now onto our guest today. Let's welcome Jody Homan, Purdue, VP of IMC, also known as Integrated Marketing and Kate Frank Code Cole McFoy, SVP plus Head of Account Management. Today. What we're hoping to cover on the CPG Guys is the commerce landscape of where consumers are and how brands are evolving to better reach them. We'll talk co creation, even give some reasons for brands to wing it.

[Shree Rajagopalan]

Wing it like it. Wing it with like barbecue sauce. Are we talking like, what kind of sauce?

[Peter Vs. Bond]

We're gonna find out.

[Shree Rajagopalan]

You've already got me hungry. Go ahead.

[Peter Vs. Bond]

In a time when everything is microscopically planned out, no better place than to be here live at Cannes France at the festival. Cannes Lions Festival of Creativity. So, Jodi, Kate, it's a busy, busy, busy week. Thanks for making time. Welcome to the CPG guys.

[Jody Holman]

Thank you so much. It's great to be here.

[Kate Frank]

So happy to be here.

[Peter Vs. Bond]

So Kate and Jodi will include links to your LinkedIn profile, Cole McCoy and Purdue websites, of course, and LinkedIn pages for our listeners to access in the digital liner notes of this episode.

[Shree Rajagopalan]

They like to multitask while they're listening to us. They want to learn more about that.

[Peter Vs. Bond]

That's why people listen to don't have.

[Shree Rajagopalan]

To write anything down. It's all in the notes. It's all in the notes. It's like when you bought that album that remember albums, and you'd pull up and have liner notes, notes on the inside. Those are the lines of the podcast.

[Kate Frank]

Great.

[Peter Vs. Bond]

And by the way, there is a link to Cat's Eye in the digital liner notes available.

[Shree Rajagopalan]

There is, Yes.

[Kate Frank]

I will visit that.

[Peter Vs. Bond]

I will indeed. So, Jodi, we're going to kick it off with you. Purdue, of course, is a well known brand that has been around with a strong reputation for quality and trust. And for today's consumers who come, they go, you know, they're shopping based on price, coupons, reviews from friends, reviews from websites. How are you actually evolving that brand story of, I want to say legacy, but you're not. Legacy is just history in this case for today's consumers.

[Jody Holman]

Yeah. So it's a really interesting time for us. We actually are such a heritage brand and we have to pay a lot of respect to the fact that Frank Perdue really made a stamp in advertising at one point, you know, and in their early days and really first one to put a name on a commodity. So bringing that to life and always staying on the leading edge of what that means is being on the leading edge of advertising. Even though we're not a brand that some think we're always going to be in the upfront, we really are excited about the fact that we have fourth generation involved in the family, you know, from the family in today's business. It offers us a lot of fresh perspective, the ability to try new things, take consumers to where, you know, take our brand to where consumers are today. And so we've been able to investigate a lot of different spaces. I would Say, the interesting part though is I don't know that our story's necessarily changed. We are still about our high quality quality, our extra steps, kicking up the category a little bit and making sure that people understand that there's a better way to do it, quality. And so really making sure that quality is hammered home is still that it's more of the where are we doing it and are we using the right tone in the tool?

[Shree Rajagopalan]

The tone is. The tone is critical. The legend of Frank Perdue commercials lives in my memory, etched in it.

[Peter Vs. Bond]

I do feel some of the largest brands in the world which have. I don't like to use the word legacy because somehow there's a negative connotation. Heritage is what I say. Some of the largest market cap brands in the world have heritage in them and often they get attacked for that. Heritage is old school. You got to adapt, you got to twist and turn. But heritage is built with consumer trust over time. So you got to believe in what you stand for. And as long as you do, heritage is what it'll be and it won't be legacy.

[Kate Frank]

Yeah, I love that.

[Shree Rajagopalan]

Building a brand in a category that most consumers consider to be relatively commoditized is a daunting challenge. But I think you've historically and through heritage been able to do that. So this is for both of you. How do you ensure alignment when it comes to short term performance goals versus long term brand building? And Kate, specifically from the agency side, how do you ensure that creative excellence lives within a results driven omnichannel world?

[Kate Frank]

Yeah. Do you want to start?

[Jody Holman]

I mean, I can start a little bit. I mean, the big thing for us is that, as you mentioned, right, chicken is a blank canvas. It is a segment in which we have very 90% household penetration consumption nearly four times a week. There's a lot of intimacy that consumers have actually with chicken. They're fueling their body with art, with their choice. And so for us, while we need to always be concerned about our unit movement, our velocities, we need to do right by our retail partners, making sure we're doing everything that way. But ultimately we know that we are offering choices to consumers. We are not necessarily going to satisfy everyone's shopping needs and the pressures that are there in the market. But we do want to make sure that we're provoking a conversation, though, about where your food comes from.

[Kate Frank]

I think a lot of the work that we're doing with Purdue and at Calmcvoy is pretty grounded in the belief that it's not Performance or brand that they really have to have. You know, Purdue has a really distinct brand story. Heritage is part of that story and making sure that that thread is coming through all the way, you know, from brand building down. So yes, of course. Are we optimizing media and units for conversion? Yes. But there's still room to tell that brand story. And for Purdue, that's the people, the heritage, the role it plays in people's lives. So I think a major part of being able to do that for our relationship between Call McCoy and Purdue is really understanding the Purdue business from our agency side. As partners. We do we have status meetings and kickoffs? Yes, we do. Are we also in their farms, on their plants? When we go out to Purdue, we call it Chicken camp. Did you know that? Yes, I am the host of Chicken camp. Yeah. So we're really embedded in the business. We understand the nuance of the supply chain and the sales team and that allows us as partners to be able to tell that story all the way through performance and brand building. And I think as you think about to your question of how do you think about creative excellence in that results driven world, I think you have to consider it as creativity is a multiplier in this instance. It's definitely not a trade off. So we're not choosing between great idea or performance. We can't, it has to be both and not either or in that case. So I think that's really important to the work that we're doing with Purdue. So yeah, obviously as we think about creative, a huge part of what we do that Free Purdue has been doing for a long time is understanding the consumer and showing up with the right tone.

[Shree Rajagopalan]

Tone is so important, so important.

[Kate Frank]

And we want to make sure our consumers see the work and say, they get me, I see myself in that. So there's some levity, there's some humor and we're just really always trying to connect with the brand.

[Jody Holman]

And a little additive to it is, I would say the other pieces. In many ways we're a challenger brand. While yes, we are the largest brand in fresh poultry and chicken, we are still second to store brands. And selection that's happening just in the retail are based sometimes just on availability and space. And so we really need to make sure that we are concentrating on hitting above our weight. The tone being so critical, the partnership with Cole McVoy to have creative that we know is going to multiply itself because it actually reaches and strikes a chord with the consumers. They can relate with it, they understand it and it tells Them exactly what they need to know to make a good choice.

[Shree Rajagopalan]

Yeah. In the particular last couple of years. Right. With inflation, the rise in penetration for store brands is a real challenge for national brands.

[Peter Vs. Bond]

Right.

[Shree Rajagopalan]

And being able to talk about what differentiates you and that's the thing is like the biggest issue people have with store brands is obviously quality. And what you bring to the table is tremendous quality.

[Jody Holman]

Absolutely.

[Peter Vs. Bond]

Does it mean, Jody, that the CPG guys can attend the chicken camp?

[Jody Holman]

Absolutely. We would highly recommend.

[Shree Rajagopalan]

I want to send my daughter to chicken camp because I've got this.

[Peter Vs. Bond]

The earlier the better.

[Shree Rajagopalan]

I've got a two week gap in her schedule this summer. Not the same kind of camp.

[Peter Vs. Bond]

I need to.

[Shree Rajagopalan]

I need to put her.

[Peter Vs. Bond]

I don't want to be a filler. I want to learn.

[Jody Holman]

Yeah, I know you do.

[Peter Vs. Bond]

I'm just trying, but jokes about Kate.

[Shree Rajagopalan]

I'm going to pass my daughter off for two weeks. That's right.

[Peter Vs. Bond]

There we go. We've you talked quite a bit about creativity, we've talked about heritage. So, Kate, from an agency perspective, which is actually executing against these things, what does great storytelling look like in a category like fresh meat and poultry where shopper decisions are often quick and price sensitive? And I learned something today from Jodi that I didn't know that the store brands have the highest share.

[Kate Frank]

I mean, I think it's in a category like this. A lot of it has to do with that emotional relevance and connecting with them. I think people are used to seeing deals, discounts attached to drumsticks, if you will.

[Shree Rajagopalan]

Yes.

[Peter Vs. Bond]

And so I gotta tell you though, so I don't eat meat myself, but my family does. And I make very specific tandoori chicken for them. And it's the breasts that I have to buy. And I've been doing this for 20 years and I've never once price shopped. And I always get Purdue. Like it's. I go look for Purdue, I don't look for the store brand. I didn't know though. I'm actually a little bit surprised, but go on.

[Kate Frank]

No, that's, that's a. I mean, I think that's the goal. Right. Is to make sure that when people are making those decisions in aisle that they're not coming down to just what is the, you know, price per pound that we've connected with them already. And there's some built in trust there. Purdue has that. I mean, like you said with the.

[Peter Vs. Bond]

Hair, like, if I can't find Purdue as the brand, I'll go somewhere else.

[Kate Frank]

Yeah, I love that. Yeah, we really appreciate the that fact.

[Jody Holman]

Fandom.

[Peter Vs. Bond]

Go CPG guys. And Purdue.

[Kate Frank]

Yeah.

[Peter Vs. Bond]

Chicken camp is a must know.

[Kate Frank]

Chicken camp is a must.

[Peter Vs. Bond]

Sounds like a.

[Jody Holman]

You did.

[Peter Vs. Bond]

He knows that's what'll happen when we flight home.

[Shree Rajagopalan]

That's all he's going to be talking about.

[Peter Vs. Bond]

But again, in this category, it can't be easy.

[Kate Frank]

Yeah, yeah, I think, well, Purdue does make it a little bit easy. They obviously have the family story and you know, like she said, fourth generation. And so we do tell a lot of that. We really understand the consumer and the audience and we found pretty unique insights in our recent work that I think connects with them in a way that feels really honest and fun as far as to say so. The storytelling is just so important to continue to build that trust. So they're making that decision.

[Jody Holman]

And the great thing, you mentioned it, right? This idea of having this history in advertising, it is not a history of just, you know, hello, here's big corporate mogul. No, he was relatable. He was relatable. He wanted you to really feel connected, as did Jim. And Jim and him were in a number of ads together over.

[Shree Rajagopalan]

I remember the transition period. You watched that and that made me feel good about Jim because Frank had basically said, okay, this is the next generation. And everyone's like, okay, I got it.

[Jody Holman]

I'm good.

[Kate Frank]

There's not a ton of brands you can say that about.

[Jody Holman]

I remember that. And you know, Jim's now been on that journey with his sons in a lot of our pieces of work that's come out in the last five to six years. And that's the exciting thing, is that it is entertaining, you know, not always. To your point about some of these larger brands that have a history, they sometimes can get in their own way on how their actually seeing what was their essence in the past. And we really have been able with partners like Home McBoy, to make sure that we still stick to, you know, stick to what we know. And it is something that is intimate. It's a serious choice consumers make. We don't take that lightly. And that's why quality is our highest bar. But it is something too, where at the end of the day, everybody's answering the question, what's for dinner? We're trying to just share the problem.

[Shree Rajagopalan]

Delivering an outcome.

[Jody Holman]

Exactly.

[Shree Rajagopalan]

So to follow up on that then, Jodi, how do craft campaigns stay true to the values established by Purdue while still driving the actual outcomes? You want conversion at shelf or even online?

[Jody Holman]

Yeah. I think for us the big thing is really making sure that we hone in and have a good communication strategy that we enter the year with. And when I say that I don't mean it as the cliche like standard comm strategy. I actually mean it as we take the time to really take a look at how we've navigated maybe our media planning, the upfront, you know, what have we done as far as our media plans. Now let's take a look at what kind of content now do we need to bring Content demand is so much greater than it has ever been.

[Shree Rajagopalan]

My goodness. Multiple marketplaces all have their own parameters where plenty of social media platforms.

[Kate Frank]

Correct.

[Jody Holman]

Right.

[Shree Rajagopalan]

Just the iterations are mind boggling.

[Jody Holman]

Right. And the fact now that even video. Right. Video is no longer. Can you just say I'm gonna go into production once a year and I've covered my video strategy. Your video strategy has to be filled with content that can withstand wear out and streaming and all these other. Because you're talking then super targeted. So we've actually been really, really excited about a lot of the work that we've been able to do to round out the story. So of course, like we've been mentioning, the family's involved in a lot of our master brand, I guess you would say. But being able to delve into some new projects and go into different directions to round out so that we're navigating what they want to hear.

[Shree Rajagopalan]

Yeah. Sree, I don't know if you knew this. I saw this news bulletin the other day. Did you know that video killed the Radio Star? We got to dig in on that. We got to find out what the background is.

[Jody Holman]

I would argue that Radio Star is back.

[Shree Rajagopalan]

Radio Star is back from. Back from the dead.

[Jody Holman]

They are back.

[Peter Vs. Bond]

Thank you for the good news because.

[Shree Rajagopalan]

We believe we have made sure audio. We're okay with that.

[Peter Vs. Bond]

You've got great radio stations.

[Shree Rajagopalan]

Thank God.

[Peter Vs. Bond]

But let me remind our audience that we're speaking with Jody Holman Purdue VP of integrated marketing and Kate Frank Cole McVoyce, VP and head of account management. I can't get chicken camp out of my head, man.

[Jody Holman]

We will lock you in.

[Peter Vs. Bond]

You can tell. So this one is for the both of you, but I'd love for Kate to go first. How are you both navigating the growing influence of retail media networks which now have close to 200 in the world, 100 plus in the US every retailer feels they have a right to, I don't want to say take your money, but they have a right to ask you to invest. There's creative, there's messaging and Then the all dirty word of measurement which we believe no one has perfected yet. And so let's start there and then I'll come back to you, Jodi, with a question.

[Kate Frank]

Yeah, I mean retail media is changing the game for sure for agencies, for brands, for platforms. I think it's forcing all of us to be a little sharper with our context in the precision. But there is no choice but to see that as a massive opportunity. Like it can't be seen as a constraint at this point.

[Peter Vs. Bond]

So I think an opportunity is in to drive more conversion. Full funnel. How do you think of it?

[Kate Frank]

More conversions and creative opportunity. I mean as that landscape continues to evolve, the data you have, products being added every day, every day and what we can learn about the consumer and the behavior and connect those dots is massive for a creative. It's. And I think those who aren't looking at that as an opportunity are probably thinking about it in the wrong way. But I think it's about just like it is making us kind of be sharper. There's got to be more intention in designing the work. So there's work that has to perform in those high stakes, high commerce conversion environments. But again, how do we continue to connect those dots and tell a strong brand story? I think it's possible through all of those. Jodi was on a panel earlier this week about retail media and we're continuing to learn about more formats that are being announced this week at Cannes, about what's available in store. And that's really exciting. So yeah, I think it's only opportunity and it won't just be about as you think about measurement. As the landscape and formats evolve, so does our measurement strategy when it comes to retail. And it can't just be about roas. Like we can now learn about those consumers and who they are, what decisions are they making, continue to understand them through that channel. So it's exciting, it's an exciting time to be in this category.

[Peter Vs. Bond]

When you look at what's going on with retail media networks, all of them, most of them are scrambling for how to add off site inventory because most likely on site is pretty saturated at this point, really. Search at the end of the day. So when you look at a retail media network, are you thinking lower funnel on site? Are you thinking full funnel, off site, on site, full programming?

[Kate Frank]

Yeah, I mean definitely at this point we're going towards more full programming. You know, I think looking at the full story of what they can offer us is really important, but to some.

[Shree Rajagopalan]

Degree it's changing the Balance of power. Right. Because for 75 years, only one person in the equation wrote the check, the retailer who wrote the check. And now retailers are fancying themselves publishers and suddenly they're looking for investors. And I think what it's calling for is broader collaboration. I'm not saying the balance power shifted completely to the other side. I'm just saying that both have interests, both have needs. And it means you need to have honest conversations, right?

[Jody Holman]

Absolutely. Open and honest conversations. I mean, this is my first trip to Cannes and a huge portion of my time has been spent really diving in, into this retail media space really to. And I will applaud. I will not name names, but I applaud all of those that I met with this week. All of them are really thinking about it in the way that they need to, to help somebody in my position go back into the organization and assure us that it actually can be a part of the media plan and not part of, you know, we've always had this segmentation of that space. Spend has always lived kind of somewhere different. It's always been in battle with trade. And so you've always kind of put these things right up against each other. And I would argue that there's a lot of innovation coming down the pipe that actually would, I would tell you they're top funnel. Yeah, they're top funnel ideas. And so the idea that they.

[Shree Rajagopalan]

But they're measurable.

[Jody Holman]

Exactly. We mentioned one of them. You know, the idea of, you know, the renaissance of audio with Gen Z is beautiful and some of these retailers offer 4,000 radio stations and the experience that they still have. So, you know, if you start to think about it that way, it all of a sudden, how would you ever call that bottom of the funnel and.

[Shree Rajagopalan]

A derivative of radio is something sree. I don't know if you've heard about this genre of podcast.

[Peter Vs. Bond]

That could be love introductions, but I still can't get chicken camp out of my head. But Jody.

[Shree Rajagopalan]

Chain Drug Review's focus is on reaching the key decision makers across all retail channels, delivering comprehensive coverage of the latest shopping trends and in depth category analysis on health, beauty, over the counter products and wellness. Whether it's the latest trends, emerging technologies or strategies for adapting to new consumer behaviors, mass market retailers deliver the critical information retailers need to navigate this dynamic environment. To subscribe to the newsletters of CDR and mmr, simply follow the hyperlinks in the digital liner notes of this episode. Chain Drug Review and Mass Market Retailers are published by Retail Media iq.

[Peter Vs. Bond]

In this world of retail media the next thing we want to go to is social digital creators. So how is Perdoo operating beyond own channels for co creation with consumers? Are you simply winging it?

[Jody Holman]

So it's great that you ask. We have done it in a couple different ways. We've done it in some ways that are a lot more surprise and delight with our audience through our. Our owned channels and making sure that when someone showcases their appreciation for us, we sometimes surprise them then with an additional, you know, product delivery. Maybe they can't find all the flavors that they want to try on something that we have. You know, one that really has sparked for us in the last year is the launch of a particular type of product line, which I'm sure everybody really enjoys, but it is Air Fryer Ready Wings, Purdue Air Fryer Ready Wings. They deliver and talk about the high bar of quality. It makes it a lot easier, right, for us then to really have some fun with how we bring it to market. So it's a great example of one of the product lines where not only did we use creators that are navigating the space in a personal way, localized way, but we actually took it all the way to. To finding a professional that actually wings it all the time. So for the super bowl this year, we decided to partner with Wayne Brady, and we decided to buck the trend of spending nine months navigating how you're gonna go into production for the super bowl and how you're gonna negotiate your spot and all that. Instead, we took a, I don't know, three month journey at max and we decided to. For the entire Super Bowl. And so we stayed live.

[Shree Rajagopalan]

So complimentary kind of programming as it's going on.

[Jody Holman]

Exactly. So we were reacting to what was happening in the game. We were reacting to what was happening with the advertising that was on, you know, halftime show.

[Kate Frank]

All of it.

[Jody Holman]

Right. Could all be part of how we were bringing it to life. And the entire time, Wayne, his team, his friends, his family were there winging it and just enjoying an improv sri.

[Shree Rajagopalan]

I'm inspired because we did an episode, we recorded it right at the end of the super bowl where we gave our impression on all of the commercials. Now I'm like, oh, my gosh, we need to be doing this in real time.

[Kate Frank]

Yeah, we.

[Jody Holman]

Well, and the thing was, right, the second screen not going away.

[Kate Frank]

No.

[Jody Holman]

So. And that was 100% the insight. Everybody was still gonna be on their phone even though they were engaged. Right. Highest ratings, I believe, ever for the super bowl, you know, all these things. But they still had Their phone with them. They still had their iPad in front of them. Other things were still happening.

[Shree Rajagopalan]

You know, commercials on tv, even the ones that were on. I saw a lot of digital engagement through QR codes.

[Jody Holman]

Exactly.

[Peter Vs. Bond]

At this point that's a given. Right? I think it's actually a waste of money not to think of the second screen. And here's what it says. Starring actor, comedian and singer Wayne Brady, Winging it saw the five time Emmy award winner perform live on his Instagram account, improvising comedy sketches, jokes and songs throughout the big game. The campaign also features a series of short comedic commercials that takes full advantage of Brady's impressive improv skills. So you and I are gonna have to look that up.

[Shree Rajagopalan]

We're gonna have to work on our improv skills homework for audience to look up the commercials.

[Peter Vs. Bond]

So does that qualify us for chicken Kim?

[Shree Rajagopalan]

Yeah, I think we're in shree.

[Kate Frank]

It was, I mean, and I think.

[Shree Rajagopalan]

We got a lot.

[Kate Frank]

Your question was co creation. I think it invited consumers in. They were co creating the content with Wayne. For a legacy as a heritage brand like Purdue. It was such a good way to show up. It was. They were agile, they were relevant during a really big moment. So it was. And it was brave of the brand to do that for sure.

[Jody Holman]

Yeah.

[Peter Vs. Bond]

Yeah. So I gotta imagine as an agency, see, this must have been a fun campaign. Different way. Especially when we talk Super Bowl.

[Kate Frank]

Yeah. Oh my gosh. Yeah, we. I mean, we activated all the super bowl for many of our brands. This is, this was definitely a first.

[Peter Vs. Bond]

Unique, I would think.

[Kate Frank]

Absolutely unique. And you know, to be fair, could not have happened if it weren't for the right kind of partner and Purdue. I mean, the level of trust and collaboration that had to happen for us to shake hands and say, let's go for it. We have no idea what. Yeah, we don't know what's about to happen. Is.

[Jody Holman]

There is a couple of things. There are some shaky moments in that room.

[Shree Rajagopalan]

Listen, when he's like, should I do a podcast with this guy? He was fretting for me two minutes.

[Kate Frank]

But I think, I mean, a theme that I've heard here this week in some of the panels is just the collaboration between brand and agency teams. It's an intimate experience. And I think coming out of that, we were great partners before coming out of that. I think collectively it's made us braver and faster and more collaborative. And we are now embarking on work as partners that's going to be foundational to the brand and really exciting. But I think Coming out of the Wayne Brady activation, it really built a foundation of trust there.

[Peter Vs. Bond]

So there were many episodes we recorded prior to this one at the show here, and the two words that kept rising up to the top between agencies and their brand partners was trust and transparency.

[Kate Frank]

Yeah. Oh, it's massive. And I think, yeah, like I said, it's one activation. Improv. Sure. But I think it's kind of just the spirit that happened through that experience and through the work that's continuing to fuel us forward. And I think as an agency in Colm McBoy, it's something that we now seek out in all of our partnerships. How can we recreate that moment? Maybe not literally improv with Wayne Brady, but those moments of vulnerability that kind of help us connect? And, you know, Purdue is an amazing partner in doing that.

[Jody Holman]

I mean, ultimately, you know, we kind of talked about it earlier about some of the. Of course, there. There are key metrics and things that we wanted to make sure that we went back to, but it was really, you know, as Kate mentions, that partnership, that trust that we built it. Really, though, ultimately, at the end of the day, the big thing was it worked. It worked. You know, it really was a campaign that got us really excellent engagement. We wanted to make sure that Purdue was a part of one of the second largest food consumption day of the year. We should be present. We are chicken. So we want to make sure that we're there. And so not only finding that kind of unique way to do it, taking a little bit of risk, but then making sure that we could do it in a way where we knew the partner we were with was going to be really with us from that perspective of kind of ultimate safety and ensuring that the quality stayed to the same standards we have of our product.

[Shree Rajagopalan]

Kate, what have you learned about integrating upper funnel storytelling with lower funnel activation across platforms, social platforms like Instacart, retail media networks like. Like Walmart, Connect and what have you?

[Kate Frank]

I think a lot of the way we think about it is both with Purdue and other brands, it's more of that kind of story arc and less about the silos of the platform. You know, we know we all still use the words funnel, but we know that's not the reality of how a consumer moves and interacts with the brand anymore. And the lines are getting so blurred. TikTok can build a lot of brand affinity and brand love, and it can convert. I think smart retail placements, like we've said, retail media placements can do the same thing. So it's less about where People are showing up in the funnel and more about how we're engaging them as the brand along the way. I think something at comic way we talk about a lot is building the world of a brand and that allows you to have that thread through the upper funnel, all the way through the lower funnel. And that feels like an exciting next phase of where brands are going that will help with this sort of the omnichannel way consumers are moving and interacting with brands.

[Peter Vs. Bond]

And let me flip over that same question to you, which is when you look across all these platforms channels and there's such a diaspora, what are you asking of the agency?

[Jody Holman]

So, I mean, I think that's a great question. We are asking the agency to partner with us just as we are asking our partners that help us with negotiation on media to all sit at the table together to create our plans. No longer do we like to have segmented conversations in that way. We feel really strongly that you can create an excellent media plan that you know is reaching who you need to talk to. All of you know, get, be relevant, be in the right space. But if Cole McCoy wasn't at that same table, they wouldn't necessarily understand what type of creative and delivery. And again, we have talked about it a couple of times today, tone each channel requires. And so we need to then go into the creative development with making sure that a brief no longer. It's not that your brief fundamentally changes, but your brief does need a section now where you talk about where's your flex and tone by channel. Because some things are really, you can't just say one size fits all anymore. So that's where I think we really start to see where the magic can happen. Because as we then explore from a media landscape perspective, Cole McBoy is there to hear about how we want to do that and can then start to ideate and create in a way that we are still on campaign, it's still on brand, but we navigate that really beautifully.

[Kate Frank]

Yeah, absolutely agree. It's not just about fitting the work to the format. It's about how to make that work for the platform and still feel distinctly Purdue or distinctly like your brand. That has to happen with everyone at the table. And media is creative, creative is media. We have to think about it that way at all touch points.

[Peter Vs. Bond]

Awesome. So we're sitting here, as we've said multiple times now at a festival and we've flown all the way from the United States, different corners of the country. Love to learn from you. What brought you here in the first place? What were you Hoping to get out of it as well as four days in. What are some themes that excite you? So maybe, Jodi, you can go first?

[Jody Holman]

Sure, sure. So super excited that we have been embarking on some interesting discussions and kind of some new pathways. I won't call it a new journey. It's just an extension to the journey we've been on for the last 105 years. But the nice thing about this particular moment in time is that we're about to really start to dig a little deeper, uncover some of the things that we need to make sure we understand and can articulate as we build up the next generation's loyalty that you have where you'll leave and go to another store. Love that. We need to build that up and we need to build that up at the right life stage. Because choices are happening for Gen Z at a much earlier point. They're doing a lot more of their own meal planning within even the households that they don't necessarily control all of the funding that may be going into this menu selection, but they are managing their menu. And so. So that puts that now into their providing for themselves much earlier in a certain respect. So that really was some of the antithesis of having some of our team really come and start to really unpack what are the drivers that are driving culture, what is the cultural shift that we're seeing with Gen Z? And then I would say four days in. The biggest thing is I'm really. There's a lot and I've mentioned it a couple. There's a lot in the audio space that really intrigue us. Right. The consistency of most Generation z always having one AirPod in is kind of this continuity of sound. We've been lucky enough. We partnered with Cole McBoy and another partner to create our first sonic branding. So we know what Purdue sounds like and so we created this iconic sound that's launching this year and we know that ultimately we want to make sure that that's in the right space. And so with that next generation, we really feel like that can be an unlock for us.

[Peter Vs. Bond]

And then, Kate, what excited you about coming here in the first place? Do you do this every year? And then what are some themes you're seeing?

[Kate Frank]

Yeah. Call McVoy, our agency. We're in Minneapolis, Minnesota. It's a mid size, full service integrated team, but we are part of the Stagwell network and Stagwell has quite the presence here with Sport beach and we're on year three of that.

[Shree Rajagopalan]

We have found our connection. Next year we're Gonna be hitting up Sports Beach. No more of those rejection emails.

[Kate Frank]

Yeah, Chicken camp.

[Jody Holman]

Sport Beach.

[Kate Frank]

Yeah, we got you.

[Jody Holman]

We got you.

[Peter Vs. Bond]

We have medialing beaches.

[Shree Rajagopalan]

We really wanted to be there.

[Kate Frank]

It is.

[Shree Rajagopalan]

Yeah.

[Kate Frank]

It really has been the place to be this week. And I think, you know, for me, as elite account management at Cole McCoy, we have clients here like Jody, and it's important for me to also be here and hear what they're hearing, see what they're seeing. What are they excited about? I mean, that's irreplaceable to hear what's sparking, you know, what is Jodi and her team sparking to and for us to do the same? I think also being part of Stagwell, we're a holding company that, I mean, collaboration to the core. And so to be able to spend a week with other Stagwell agencies and partners and link our doing, wow, that's great. We are not an elbows out holding company. It's a lot of linking arms and working together and how can we help? How? Who? We all kind of provide solutions for our clients. And so it's been amazing. I think. What have I seen that I'm inspired by? I mean, this is just inspiring to the core to see so many advertisers and marketers here, but spending time with the work. I mean, the work is. The networking's great and the talking to people and that's amazing, but the work is the most inspiring thing to come home and be able to bring that. And big, bold and simple ideas are what's winning. And that is just such an important thing to remember as I go back and take that back to the agency.

[Shree Rajagopalan]

By the way, Kate, this is where you and I differ. I'm a Canadian. We're all about elbows.

[Kate Frank]

Yeah, don't touch me.

[Jody Holman]

It's not me.

[Peter Vs. Bond]

Must be a Minnesota thing. But one of the things I did want to ask you, Kate, is one of the themes that have clearly emerged in the industry in the last couple years and kind of reinforced here is creativity and AI. And we've heard lots of opinions from a lot of people on where AI can take creativity. Love to hear yours.

[Kate Frank]

Yeah, I mean, like we started the call, we talked about the number of pieces of content and video that needs to be out there. I think it's an amazing tool. AI, at least now, and I don't think for quite some time is going to have the level of taste and craft that I think we can bring to it. I also think right now, this moment for brands, which Purdue is doing really well, But AI is flooding our, you know, as we continue to use it and understand it, it's just AI generated content flooding our feeds. Consumers are becoming skeptical. So how do brands, you know, they have to feel alive and real and so how do you use AI in the right way is going to be important. And part of that will be brands. We're going to see which brands are able to be agile and relevant in the moment so that consumers see. I know that's you.

[Shree Rajagopalan]

That's not something, you know, it's okay to use it. You just have to be transparent with your customers that you are using that.

[Kate Frank]

You are using it. Absolutely. And that'll be the next shift. We're not seeing that quite yet, but we will. It's just an incredible tool and our toolbox, but it doesn't fully replace creativity.

[Peter Vs. Bond]

The CPG guy should not have an AI avatar.

[Kate Frank]

No, no, I'll take it out. Yeah, you should.

[Shree Rajagopalan]

So I can replace, say, my co host here. Okay.

[Peter Vs. Bond]

Sometimes I tell him if he speaks, the avatar's inviting.

[Shree Rajagopalan]

Yeah, he does. He puts the thumb over the S and he's like, remember, all I have to do is cut this stitching out. You're gone. All right, so let's, let's zoom back out from can and let's just talk in terms of the world we live in. Are there any particular trends you're watching closely as you plan for the next year or two that you think will have a dramatic effect on CPT marketing beyond what we've already talked about?

[Jody Holman]

For me, one of the probably interesting areas is how brands at large specifically of course, some I'm excited to see where, where, where we Purdue take this but is in the space of live sports, where we go with live music, where we go with kind of the entertainment space at large.

[Shree Rajagopalan]

Each may require a different tone and.

[Jody Holman]

A different approach to correct and. But where things like the nil. Take this where you can. As I mentioned, where can Purdue actually start to partner when there are athletes, musicians starting to make their first decisions about how they fuel their body and what they fuel their body with. And so I think there's a lot of interesting things that are going to happen. I think, again, CPG at large I think has a lot of room to do less logo slapping and do more connection.

[Peter Vs. Bond]

I love that we love, love a definition of logoslav. We believe in that.

[Kate Frank]

We know what happens.

[Shree Rajagopalan]

We're built on logo slapping this.

[Peter Vs. Bond]

I got the message.

[Shree Rajagopalan]

We got the message that ended the invite. Yeah. We're over Chicken camp. What? Chicken camp.

[Jody Holman]

I Mean, listen, I started. I started out my career, you know, managing a much smaller brand in a location that had a lot of sports sponsorship in one locality. And I. It really was. That was what. That's how you did it.

[Kate Frank]

You.

[Jody Holman]

You had your logo as large as you could, as close as you could to the scoreboard you were doing, you know, how many times was it going to get seen during the course of a game or whatever you were doing it. It was how we measured it. And so you were a byproduct of your measurement style. I just think now we have all that space that we can actually now do a lot of things, so much more in the digital space and things like that. So you can now actually do storytelling and be in that same realm. So you can just have a depth that is more than just the logo.

[Peter Vs. Bond]

Awesome.

[Shree Rajagopalan]

Any thoughts?

[Kate Frank]

Yeah, I mean, I think obviously Shoppable Content's been a topic for a long time. It's interesting to consider. And the Fresh foods, this is something we've been talking about even this week. With platforms like TikTok and Pinterest just really using that shoppable content, I think Fresh Food is behind the curve a little bit. And so it'll be interesting to see over the next year, year and a half, as those platforms allow for more, like how that continues to evolve. So I think that'll be something to keep our eyes on in the CPG space. I also think there's something to be said for. Again, this is going to sound. It's like something we've been talking about for a while, but where I see a shift happening is around purpose. And I think it's so much greenwashing. Every brand has a purpose. Greenwashing every brand.

[Shree Rajagopalan]

It's the first time we've heard that wisdom.

[Kate Frank]

It's a drop of knowledge, but they're going to want to see, you know, the reality of it. Purdue's been ahead of the curve on that. They have claimed no antibiotics ever. So, which is great. But consumers can feel that in practice and they trust in that. So how other brands really live that and show it will be important. You can't just say it anymore. So I expect to see more of that in the next year.

[Peter Vs. Bond]

Well, that claim is literally the reason why we'll go to another store. Right. So it just hits home. But let me remind our listeners, you can find all of our content by simply going to a web browser and typing cpguys.com as the usual. If you or someone you know is something to contribute to this ongoing discussion in the CPG industry in retail on the CPG Guys, please drop us a [e-mail] that easy to our audience. We can't thank you enough for the clicks, likes, comments, DMs, meeting us at trade shows, coming to our events, recording episodes with us and our sponsors. We are always grateful for you. The show doesn't exist without all of you. You work with us all year and we're grateful to have you as our audience and partners. Can't say thank you enough times. Thank you, thank you. Kate and Jody, busy conference. Thanks for making time for us on the CPG guys.

[Kate Frank]

Thanks for having us. Thanks for having us.

[Shree Rajagopalan]

So fun, Peter.

[Peter Vs. Bond]

Four grueling days. We got a few more to go, but it's been fun doing this. This is the place to do it for sure.

[Shree Rajagopalan]

It is phenomenal, sri. You know, as I've said before, as much as if the number one theme here is creativity, very close. Go second is retail media. It's hard to walk along the beach and not see the influence that publishing is now having on this audience.

[Peter Vs. Bond]

With that that's a wrap of this episode of the CPG Guys.

[Shree Rajagopalan]

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