Revitalized Orville Redenbacher, 15% Growth

Who Are They?

ConAgra Brands is a top American consumer packaged goods company, formerly ConAgra Foods. Known for brands like Hunt’s, Orville Redenbacher, and Healthy Choice, ConAgra grew through acquisitions to become one of the world’s largest food companies, with peak annual sales over $25 billion. Despite challenges, ConAgra remains a significant player in the food industry, with a diverse portfolio of well-established brands and a focus on innovation.

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Where Were They Before Working With Us?

ConAgra owned about 100 consumer brands with 27 generating over $100 million in annual retail sales each. Their focus was on building profitable brands and delivering innovative, value-added products. Orville Redenbacher, a $300 million portfolio, was a significant part of their lineup. The company’s strategy centered on growing and maintaining these key brands within their shelf product offerings, aiming to strengthen their position in the competitive consumer goods market.

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What Problems Were They Facing?

Orville Redenbacher, a major brand in ConAgra’s portfolio, was facing significant challenges with 49 consecutive months of declining sales. This extended period of diminishing performance posed significant challenges to the company and called for strategic interventions to revive the brand’s growth trajectory.

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What Did We Do To Solve It?

We implemented a comprehensive revitalization effort for Orville Redenbacher, including a business review and new media campaign. The “Get Orvillized” integrated marketing campaign strategy increased base volume by 15%, achieved 12 consecutive months of growth, and reclaimed the #1 market share. Additionally, branded popcorn was introduced in movie theatres and airports, securing new distribution channels and revenue streams.

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