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BFY Opps: The Veggie Grill taps new CMO amid drop in spend (Score 65)

Brandon LaChance became the CMO at The Veggie Grill (TVG) earlier in February 2022. LaChance joined from The Habit Burger Grill, where he was the VP of digital marketing and communications. 

The company lost its former chief brand and creative officer, Lee Bjarnason, when he departed in June 2021. TVG may seek a replacement, or LaChance's responsibilities could incude brand and creative. We will let you know as we learn more.

Additionally, TVG promoted Jay Gentile to CEO in December 2021. Gentile has worked with TVG since 2019 and most recently served as its co-president and COO. Now that the company is under new leadership (where both its CMO and CEO are involved), we will likely see some shifts in strategy. Keep TVG on your radar, folks.

In 2021, Pathmatics reports the company allocated approximately $8.8k toward digital ads, only around a ninth of the approximately $72.6k it allocated in 2020. TVG ended up earning around 1.1m digital impressions last year via Instagram (94%) and desktop display (6%) ads.

Hopefully, spend will pick back up under the company's new CMO. It appeals to consumers with dietary restrictions and better-for-you (BFY) consumers. TVG has also shown a high amount of recent interest in email marketing. I expect it additionally advertises locally around its restaurants in CA, MA, NY, OR and WA; view locations here.

Agency & martech readers - Zapwater is currently the company's PR AOR. Newly hired CMOs often conduct agency reviews, so if you've had TVG in your sights for potential work, now is your... LaChance.