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J.M. Smucker’s Marketing Journey: Catching Up with Culture

Collaborative brainstorming session for J.M. Smucker's marketing strategies.

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Real Internet Sales

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News Summary

J.M. Smucker’s Chief Marketing Officer, Gail Hollander, leads innovative marketing strategies that merge brand-building with pop culture. The company focuses on modernizing its product portfolio through acquisitions like Hostess, and leveraging retail media, AI, and consistent messaging to connect with a new generation. Smucker’s commitment to positivity and adaptability illustrates its readiness for the ever-changing market landscape.

J.M. Smucker’s Marketing Journey: Catching Up with Culture and Technology

Have you ever wondered how big brands evolve and adapt to our ever-changing world? Well, we’ve got some insights into how J.M. Smucker, a beloved name in our kitchens, is doing just that. The company is making tremendous strides under the leadership of its Chief Marketing Officer, Gail Hollander. With a refreshing take on marketing, she’s merging brand-building with elements of pop culture, ensuring that Smucker keeps its finger on the pulse of modern consumers.

Strengthening the Portfolio

To better serve its customers and remain relevant, Smucker has been restructuring its product lineup. From pantry staples to indulgent snacks, coffee to pet food, this strategic makeover is all about fortifying each brand within the portfolio. With eyes set on fiscal year 2025, Hollander and her team have consolidated marketing efforts to make sure every brand shines. It’s a thrilling time for Smucker, and they are definitely seeing a brighter outlook!

Modernizing Iconic Brands

In 2023, Smucker made waves by acquiring the Hostess brand. Hollander didn’t waste any time in kicking off a marketing overhaul, gearing up for an exciting advertising campaign. This kind of proactive approach not only breathes new life into iconic brands but also resonates with consumers in meaningful ways.

Breaking Through with “Save the Celery”

Remember Jif’s catchy “Save the Celery” campaign? It was a real hit! In just two weeks, they gained a whopping 1 billion earned media impressions. This campaign has particularly struck a chord with younger generations, like Gen Z and millennials. It shows how forward-thinking marketing can effectively enhance brand perception, capturing the attention of those who might not have been on Jif’s radar before.

Expanding Reach with Retail Media

Smucker is also looking to broaden its audience reach through a well-thought-out media strategy. By integrating retail media directly into their investment plans, they’re driving awareness and consideration in exciting new ways. Gone are the days of separate budgets; Hollander’s team believes in a holistic view where media channels and marketing objectives work hand-in-hand.

AI: The New Marketing Ally

Another transformation taking place is Smucker’s embrace of artificial intelligence. With tools like predictive modeling, they’re ensuring that every marketing dollar is spent wisely. AI helps in pinpointing target consumers and streamlining social media production, allowing the team to save precious time.

Creating Consistency Across Platforms

With the digital world becoming an ever-important space for brands, maintaining a consistent presence is crucial. Hollander points out that different media channels require tailored creative content. It’s all about refreshing marketing assets to keep consumer interest alive, especially in this fast-paced digital age.

Brand Responsibility

More than just making a sale, Hollander takes on a larger responsibility, recognizing that brands have a significant role to play in the lives of consumers. She emphasizes the importance of delivering positivity and a positive impact during tough times. This dynamic approach not only creates a deeper connection with customers but also delineates the brand as a trusted ally.

Adapting to Changing Landscapes

As marketing landscapes continue to shift, Hollander and her team stand ready to adapt their strategies. By reevaluating brand DNA and aligning with cultural truths, they’re not just surviving the changes—they’re thriving. Smucker’s journey underscores a brilliant blend of traditional brand-building principles and modern digital marketing tactics.

In conclusion, J.M. Smucker is on a remarkable trajectory towards bridging classic and contemporary marketing strategies. With strong leadership, innovative campaigns, and a commitment to positivity, they are ready to meet the needs of today’s consumers while looking ahead to tomorrow.