Innovative Commerce

Paul Robinson

Director, Brand Activation ANA

OPTIMIZING THE DIGITAL AISLE FOR BRICK AND MORTAR RESULTS

Discover how Kroger Precision Marketing (KPM) is helping CPG brands win the digital aisle with impact way beyond just online shopping carts. As the past six months have propelled new shopping routines, KPM offers brands a path for moving ahead into 2021 and beyond. Powered by 84.51° data science, and Kroger’s popular loyalty card program, KPM is creating engaging moments for shoppers that inspire purchase online or in-store

Michael Schuh

Director of Product Strategy and Innovation Kroger Precision Marketing at 84.51

LEADING WITH PURPOSE, INNOVATION AND AGILITY

Since 1921, White Castle has been known for team member engagement and loyalty. When the COVID-19 pandemic affected business operations and spending, it’s no surprise White Castle didn’t pull back. Instead, they put their people first, hit the gas on innovation and doubled down on brand purpose. From donating meals to frontline workers to delivering real time relevant marketing to developing an automated fry attendant, their response has been mission driven. We’ll share how leading with purpose, innovation and agility can cook up sales success.

Jamie Richardson

VP, Marketing White Castle

CANNABIS MARKETING IN 2020: CONSIDERATIONS WHEN MARKETING A FEDERALLY UNLAWFUL PRODUCT

U.S. retail cannabis sales are on pace to rise 40 percent in 2020 and near $37 billion by 2024. Cannabis was deemed an essential good by nearly all applicable state governments during the COVID-19 pandemic. 40,000 Americans are currently in jail for non-violent cannabis convictions.

In this presentation, you’ll learn about the unique challenges and considerations that cannabis marketers face and the opportunities that brands have to enter the industry. Lisa will review current trends and data and provide important context to businesses looking to enter the space.

Lisa Buffo

Founder & Chief Executive Officer Cannabis Marketing Association

GOING DIGITAL: HELPING BARS & RESTAURANTS ADAPT TO COVID-19

What do you do when your traditional path to commerce involves a high-touch model that is incompatible with COVID-19? The food and beverage industry has been uniquely challenged by the pandemic and, must adjust their processes to survive. 

Breakthru Beverage Group is a leading North American beverage wholesaler with over $5 billion in annual sales and more than 7,000 associates representing a portfolio of premier wine, spirit and beer brands including Diageo, Tito’s, Constellation Brands, Brown-Forman, Edrington Americas, Heineken and RedBull.

When pandemic struck, BBG needed to provide innovative solutions that would empower their customers in the restaurant and hospitality industry to overcome the challenges of serving customers amid new COVID-19 guidelines. Learn how BBG partnered with BrandMuscle to help customers rapidly deploy a no-touch digital menu platform called SpotMenus, that helps guests feel more comfortable returning to the restaurant and bar scene, and enables BBG and its suppliers to maintain their brand presence.

Richard Mendis

Chief Strategy Officer Brand Muscle

UNLOCKING BRAND LOYALTY: PROVIDING VALUE & COMFORT IN THE ERA OF COVID-19

Campbell's was in a unique position at the beginning of COVID-19: they saw an increase in sales as people have stocked up for the long haul with packaged goods. Campbell’s wanted to take advantage of the change in behavior and provide real value and comfort in this time of need. Hear from Geoff Schiller, CRO of Group Nine Media, about how they deepened an existing relationship to launch The New Pantry, a new three-phase campaign that leverages content partnerships between Campbell, NowThis, Thrillist, and POPSUGAR. In order to provide comfort to audiences quickly — and within the limitations of a COVID-19 affected world — The New Pantry launched with reimagined assets, remote production, and talent-hosted virtual events. The New Pantry highlights the importance of understanding consumer emotions and needs, and super-serving them with solutions, to unlock brand loyalty.

Marci Raible

Vice President, Global Media & Marketing Services Campbell Soup Company

Paul Robinson

Director, Brand Activation ANA