Gen-Z, Millennial Momvertising Opps: ConAgra continues increasing digital spend significantly (Score 44)
ConAgra supported 
the Q1 2021 launch of Birds Eye breaded veggies with a robust new campaign that included digital, social and TV advertising. The company will continue making investments in "thoughtful marketing campaigns," as specified by execs in its latest earnings call., which means its spend will continue rising.
View iSpot's approximations of recent national TV spend for each of ConAgra's top brands here.
According to Pathmatics, the company (and its all subsidiaries) has spent roughly $18.3m on digital ads YTD, already over double the roughly $9.1m it spent in all of 2020. ConAgra's estimated full-year spend of 2020 ($9.1m) reached 6% more than that of $8.6m in 2019. So far this year, it has earned around 2.7b digital impressions via Instagram (61%), desktop display (30%), Twitter (7%) and Facebook (1%) ads. Most of this year's desktop display ads have been placed site direct (84%) onto destinations such as imdb.com (39%), target.com (28%), amazon.com (24%), walmart.com (2%) and thekitchn.com (2%).
ConAgra tends to target moms; its significant increase in digital and reliance on Instagram and desktop display advertising that it's specifically targeting Gen-Z and millennials. I expect the increase in digital spend to continue since the call detailed that ConAgra's leaders will keep investing in campaigns. To reach younger, digitally oriented audiences, the company may make forays in the future into additional digital channels such as podcast and/or OTT. Per Kantar data, ConAgra also invests in radio and local broadcast.
Agency & martech readers - You may still have a shot at work here after the May 2020 hire of grocery and snack brand president Burke Raine. If you do reach out, I suggest you do so soon as ConAgra prepares for a busy holiday season. Spark Foundry picked up digital media duties in 2011 and expanded to all media work in 2014, ahead of its merger and relaunch. MatchMG handles creative.
