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.

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."

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."

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."

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."

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."

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."

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."

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."

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.