Revitalized Orville Redenbacher, 15% Growth and Category Leadership

Who Are They?

ConAgra Brands is a leading American consumer packaged goods company known for brands like Hunt’s, Orville Redenbacher, and Healthy Choice. Formerly ConAgra Foods, the company grew through acquisitions to become one of the world’s largest food companies, with peak annual sales exceeding $25 billion. Despite industry shifts, ConAgra remains a significant player with a diverse portfolio of household brands.

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Where Were They Before Working With Us?

ConAgra managed around 100 consumer brands, 27 of which generated over $100 million in annual retail sales. Orville Redenbacher, a $300 million brand, played a key role in their growth strategy. At the time, the company focused on revitalizing core brands to maintain shelf presence, consumer relevance, and category leadership.

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What Problems Were They Facing?

Orville Redenbacher was facing significant headwinds, having experienced 49 consecutive months of declining sales. Despite being a well-known legacy brand, changing consumer behavior, outdated positioning, and lack of innovation led to stagnant performance and declining relevance in a competitive snack category.

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What Did We Do To Solve It?

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 by:

• 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

• Achieved 15% increase in base volume

• Delivered 12 consecutive months of sales growth

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