Meeting Details
 

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Learning From Winners With ConAgra

Learning from Winners with ConAgra Foods
Special Webcast – Free for member and non-members
Wednesday, October 1, 2014 1:00–2:00PM EST

ConAgra Foods uncovers the winning research and strategy behind their two ARF David Ogilvy Award winning campaigns – Reddi-wip and PAM Cooking Spray.

Reddi-wip boosted sales outside the holiday season by highlighting a different host food – fruit. The campaign showed how Reddi-wip has the power to transform fruit from an ordinary dish into something more exciting and, with only 15 calories per serving, it is an everyday treat you can still feel good about.

PAM’s ‘Haunted’ campaign addresses a really big problem lurking in kitchen cabinets across America:  the brown, sticky, lingering gunk on your cookware called “residue.”   Our insight journey lead us to identify and resolve the problem and then convincingly communicate PAM’s superiority with a campaign that generated strong branded awareness, impacted perceptions, and moved volume to meet our Marketing Objective.

At this webcast learn why the research behind recent campaigns “Unleashing the Joy of Reddi-wip and Fruit” and “Haunted” were celebrated by the industry, and what steps ConAgra took to take home the Grand Ogilvy Award

Featured Speakers
Katie Bartholomew – Senior Director, Consumer Insights, ConAgra Foods
Kelly Lucas – Director, Consumer Insights, ConAgra Foods

Agenda
 

1:00–1:10pm EST (10 minutes)
Welcome, ARF Updates and Introductions
Zena M Pagán – Leadership Programs Manager, Advertising Research Foundation

1:10–1:30pm EST (20 minutes)
Kelly Lucas – Manager, Consumer Insights, ConAgra Foods

1:30–1:50pm EST (20 minutes)
Katie Bartholomew – Senior Director, Consumer Insights, ConAgra Foods

1:50–1:55pm EST (5 minutes)
Q&A

1:55–2:00pm EST (5 minutes)
Closing Remarks
Zena M Pagán – Leadership Programs Manager, Advertising Research Foundation

Overview

Learning From Winners With ConAgra
October 1, 2014

Videos

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