J.M. Smucker is revamping its product portfolio and marketing strategy to solidify its presence in various categories such as snacking and pet food. Under CMO Gail Hollander, the company's innovative campaigns and modernization efforts, including updating the Hostess brand, are successfully engaging younger consumers and boosting brand perception. Jif’s 'Save the Celery' campaign exemplifies this approach, achieving significant media impressions. As traditional brand building merges with pop culture influence, Smucker seeks to navigate this landscape effectively as it looks toward its future.
This convergence requires you to make sure that you don't forget the traditional pillars of brand building, but you have to recognize the fragmentation and be able to use the power of pop culture.
Campaigns like Jif's 'Save the Celery' effort helped boost brand perception scores among Gen Z and millennial consumers and scored 1 billion earned media impressions in two weeks.
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