CONAGRA BRANDS
The Client
Conagra Brands, headquartered in Chicago, stands at the intersection of a rich culinary legacy and a dynamic, entrepreneurial ethos. With a profound commitment to crafting exceptional food, Conagra is undergoing a transformative journey to align with the evolving desires of consumers and customers. The company is embracing a smart and simplified approach to operations, modernizing its iconic food brands, and seizing fresh opportunities in response to a changing landscape. Rooted in a culture that eagerly embraces growth and values driving shareholder value, Conagra Brands exemplifies a forward-thinking mindset as it continues to redefine the culinary experience and solidify its position as an industry leader.
The Problem
The problem at Conagra Brands stemmed from internal challenges within their creative development team. The team faced a hurdle in effectively marketing specific brands, finding themselves restricted to promoting only those brands deemed likely to perform well in the market. The struggle lay in overcoming a barrier that prevented the marketing of other brands within Conagra’s portfolio. This limitation hindered the company’s ability to diversify its brand promotions, potentially missing out on valuable opportunities and preventing certain brands from gaining the market visibility they deserved. The need for a solution rested in breaking through this internal barrier and devising strategies that would enable the creative development team to effectively market the entirety of Conagra Brands’ portfolio.
The Solution
The Vice President of Marketing brought me onboard as an external collaborator to bridge gaps within the creative development team and bring their visionary ideas to life.
UI: To address the challenges within Conagra Brands’ creative development team, the solution commenced with a comprehensive UI-focused approach. Conducting thorough research, I executed numerous tests and interviews aimed at understanding the dynamics of the team’s struggles. This stage allowed for an in-depth exploration of the team’s perspectives and identified key areas where improvement was needed, forming the groundwork for subsequent interventions.
UX: The UX phase involved crafting brand materials and content strategies tailored to showcase the diverse range of Conagra Brands effectively. By delving into the unique attributes and values of each brand, I developed compelling narratives and visual elements that resonated with target audiences. This approach aimed to create a cohesive and engaging brand presentation that would captivate consumers and highlight the distinctive qualities of every brand within the portfolio.
Development: In the development stage, I implemented a strategic enhancement to Conagra Brands’ existing website. This involved adding a dedicated section that meticulously showcased all their brands, placing a particular emphasis on those that needed increased visibility. Through coding and web development, this section seamlessly integrated into the current website, offering a user-friendly platform for both the creative team and consumers to explore the diverse Conagra portfolio.
Marketing: The final component involved creating a robust marketing strategy. This encompassed not only developing compelling content to showcase the brands but also formulating an effective branding strategy for social media platforms. Leveraging data-driven insights, I devised targeted marketing campaigns to promote the diverse range of Conagra Brands, ensuring maximum visibility and engagement across various channels. This holistic approach aimed to bridge the internal gap, empowering the creative development team to effectively market all brands within the Conagra portfolio.
