Weber Shandwick | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations, full service
- Main Telephone
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Weber Shandwick Contacts
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| John H. | Director | GA | ||||||||||||
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| Kate R. | Vice President | GA | ||||||||||||
| Amy M. | Senior Vice President, Influence Strategy | GA | ||||||||||||
| Melissa G. | Executive Vice President & General Manager | GA | ||||||||||||
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Gen-X, Millennial Momvertising Opps: Morningstar Farms ramps up ad spending in 2020
Kellogg Company subsidiary increased both digital display and national TV spend. It is promoting new plant-based Incogmeato products as well. The increased spend seemed to pay off, per Kellogg's recent earnings report, MF's consumption increased by around 18% in Q3. Keep an eye on this company, as it will likely continue spending at a high level in 2021.
According to Pathmatics, MF earned 830m impressions through desktop video ads (58%), Instagram ads (22%), Twitter ads (15%), desktop display ads (2%), mobile display ads (2%), mobile video ads (1%) and Facebook ads (1%). It placed the majority (99%) of these ads site direct onto sites such as youtube.com, instagram.com, twitter.com, walmart.com and amazon.com. It placed the remainder through a variety of indirect channels onto sites such as amazon.com, yahoo.com, aol.com, quizlet.com and wayfair.com. It spent around $8m on digital display ads in 2020, a significant increase from the $940.1k it spent in this channel during 2019.
Per iSpot, MF spent around $32.4m on national TV ads in 2020, a massive increase from $10.3m spent in this channel in 2019. In 2020, it placed ads during programming such as "Law & Order:Special Victims Unit," "Friends," "Mom," "Chicago P.D." and "Two and a Half Men."
Sellers-- MF mainly targets Gen-X and millennial women (moms) through digital display and national TV ads. It has been aggressively adding funds to both channels over the last year, which I expect will continue in 2021.Sellers should reach out soon to secure some of these extra ad dollars. Those that can provide ad space with a high ROI among Gen-X and millennial moms may have more success.
Agency & martech readers-- MF currently works with PR AOR Red Tettemer O'Connell + Partners. Parent company Kellogg picked up a new CMO in September 2020, so you may be able to pick up some of this brand's work. Reach out soon to be top-of-mind.