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Simply Good Goods focuses on growth under new CEO (Score 68)

Sales lead: Reach out if you can help this company grow & improve online sales. 

• Simply Good Foods (SGF) disclosed during its recent Q2 2023 earnings report that its primary focus is brand growth. 
• The company plans to accomplish this through marketing, media, innovation, and category management.  
• It is also working on improving its eCommerce business through digital marketing. 
• However, SGF plans to slightly lower decrease SG&A expenses in 2023, which means it will be looking for high-ROI ad space. 
• We told you about SGF's new CEO in February. 

Recent hires:

• Pablo Rivero joined the company as brand marketing VP in March 2023.
  • He most recently served as marketing VP of Fresh Del Monte.
• Jill Bookman joined as associate brand manager in April 2023.
  • She most recently served as category analyst at Danone. 

Target demographic: Millennials seeking healthy snacking options

The company will likely:

• Shift ad dollars around to find the optimal ROI
• Seek new agency partners (recent DM shifts)
• Continue investing in product innovation

Atkins spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Atkins spent close to $5.8m on national TV ads YTD, a 49% increase from $3.9m spent in this channel during the same time period of 2022. 
  • 2021-2022 spend: Full-year spend increased 11% from $9.8m in 2021 to $10.9m in 2022. 
  • Ad programming: It placed ads during programming such as South Park, On Patrol: Live, Young Sheldon, The First 48, and Family Feud. 
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Atkins spent about $901.4k on digital display ads YTD, a 50% decrease from $1.8m spent in this channel during the same time period of 2022. 
  • YTD data: 85.1m impressions via YouTube (63%), Facebook (20%), Instagram (15%), and desktop display (2%). 
  • 2021-2022 spend: Full-year spend dropped 67% from $10m in 2021 to $3.3m in 2022. 
  • Ad location: It placed 99% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, and amazon.com. It placed 1% of these ads indirectly through Display & Video 360 onto sites such as yahoo.com, aol.com, tvtropes.org, health.com, and textnow.com. 

Quest spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Quest spent approximately $2.1m on national TV ads YTD, a significant increase from $621.8k spent in this channel during the same time period of 2022. 
  • 2021-2022 spend: Full-year spend jumped from $1.8m in 2021 to $4.2m in 2022. 
  • Ad programming: It placed ads during programming such as South Park, Friends, Young Sheldon, NFL Football, and College Basketball. 
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Quest spent nearly $12.5m on digital display ads YTD, a huge increase from $1.2m spent in this channel during the same time period of 2022. 
  • YTD data: 864m impressions via YouTube (97%), Instagram (3%), and Facebook (1%).
  • 2021-2022 spend: Full-year spend dropped from $12.5m in 2021 to $3.6m in 2022. 
  • Ad location: It placed 100% of these ads directly onto sites such as youtube.com, instagram.com, and facebook.com. 

Additional channel insights  

• Vivvix: SGF also utilizes print and local broadcast.
• Top podcasts sponsored: Alex Jones Show Podcast. 

Agency analysis:

• Opportunity: The company has had several DM shifts over the past year, so get in touch to see if you can pick up some of its business. 
• Current roster:
  • Rise Interactive: creative, digital, & media AOR
  • MikeWorldWide: PR