Turning Around 49 Months of Decline to Reclaim Category Leadership

The Company

ConAgra Brands was a $25B global consumer packaged goods with a portfolio of well-known brands including Hunt’s, Healthy Choice, and Orville Redenbacher. At the time, Orville Redenbacher was a $300M brand a key part of ConAgra's strategy to revitalize core brands, maintain consumer relevance, and drive category growth. 

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The Challenge

Orville Redenbacher was facing significant headwinds after 49 consecutive months of declining sales. Despite strong brand recognition, changing consumer behavior, outdated positioning, and a lack of innovation had led to stagnant performance and declining relevance in an increasingly competitive snack category.

The challenge was to revitalize the brand, reconnect with consumers, and restore sustainable growth and category leadership

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The Approach

We led a brand turnaround strategy anchored by a comprehensive business review and the launch of the “Get Orvillized” campaign. This integrated marketing initiative repositioned Orville Redenbacher as a fun, lifestyle-oriented snack and created a more relevant connection between the brand and consumers.

• Reframing popcorn as a shareable, feel-good experience tied to comfort and relaxation.

• Executing creative across TV, digital, and in-store marketing to deliver a consistent lifestyle message.

• Introducing branded popcorn into movie theaters and airports, expanding distribution, and driving trial.

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The Results

The turnaround strategy reversed the brand's prolonged decline and restored growth and category leadership:

• 15% increase in base volume

• 12 consecutive months of sales growth

• Reclaimed the #1 market share position in the popcorn category

• Secured new distribution in entertainment and travel channels, opening new revenue streams