mWEBB Communications | Agency Profile, Contacts, AOR, Client Relationships

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Plant-Based Digital Media Opps: Califia Farms taps CEO, CMO amid digital spend increases (Score 55)

Ritterbush, who has held several leadership roles over the years and held the same position at Quest. It also brought in CMO Suzanne Ginestro; she also served in the same role at Quest. We will likely see some changes to the marketing strategy as well as a possible agency review. 

According to Pathmatics, CF earned 65m impressions through Facebook ads (65%), Instagram ads (23%) and desktop display ads (12%). It placed the majority of these ads site direct (92%) onto sites such as facebook.com, instagram.com, mindbodygreen.com, amazon.com and backpacker.com. It spent around $461k in this channel over the last 365 days, a 24% increase from $372.6k it spent during the 365 days prior. 

Sellers-- iSpot reports no national TV ad spend data for this brand. CF most likely targets Gen-Z and millennials, considering it only invests in digital ad and produces plant-based products, which normally appeal to those demographics. Remember, this company just appointed two new high-level leaders, so these strategies are subject to change. Sellers should reach out to this company offering digital display ad space. 

Agency & martech readers-- New CMOs will commonly review their new company's agency roster as well as hire additional agency partners. Start reaching out to Ginestro in order to be top-of-mind. We believe you will face competition from creative, digital and media planning AOR mWEBB Communications (PR).