Moosylvania | Agency Profile, Contacts, AOR, Client Relationships
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- (314) 533-5800
Moosylvania Contacts
| Name | Title | State | ||||||||||||
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| Norty C. | Chief Executive Officer | MO | ||||||||||||
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| Mary D. | Chief Marketing Officer | MO | ||||||||||||
| Patrick O. | Creative Director | MO | ||||||||||||
| Michaela H. | Associate Creative Director | MO | ||||||||||||
| Ron B. | Production Director | MO | ||||||||||||
Client Relationships
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Midwest Gen-Z, Millennial Opps: Schnuck Markets taps first CMO amid digital ad spend increase, CVS acquisition of its pharmacies (Score 78)
welcomed AB InBev's former community affairs VP, Bill Bradley, as its first-ever chief marketing and communications officer, effective August 3. He will now lead Schnuck's newly-merged marketing, communications and customer insights team. While at AB InBev, Bradley was credited with brand and special event marketing accomplishments, and he led campaigns for various brands.
**Note: We will not be able to confirm Bradley's email address until he begins in his new role, so reach out to other DMs for the time being.**
This shift closely follows Schnuck's appointment of communications and community engagement VP Jill Falk in June 2020; she previously served as the St. Louis Cardinals's multimedia communications director. Falk replaces Ted Schnuck, incumbent marketing VP of a year, who stepped into Schuck's store operations role last fall.
Additionally, CVS Pharmacy recently acquired and rebranded 98 of Schnuck's 100 pharmacies (not all of its grocery locations have pharmacies); CVS welcomed over 800 Schnucks pharmacy employees.
Schnuck also recently entered into a $5m partnership with St. Louis startup Foodshed.io, which expands the reach of local farmers and developed a marketing and logistics platform designed to assist retailers in finding local, independently grown produce. This announcement reflects Schnuck's dedication to buying more than $5m in local produce and goods this year. It will reportedly use Foodshed's platform to strengthen its current partnerships with local farmers while also sourcing new growers from which to buy.
The grocer responded to the global pandemic by changing its store hours and implementing expanded cleaning and social distancing regulations.
YTD, Pathmatics estimates Schnuck has generated 7.9m impressions via $65k spent on digital ads, split across the following channels: desktop display (52%), desktop video (33%) and mobile display (15%). Most desktop display ads were placed site direct onto destinations such as legacy.com (88%) and nhl.com; desktop video ads were placed onto nhl.com (56%) and ksdk.com. The company's YTD digital spend has more than doubled the $268.8k spent by this point last year; Schnuck's full 2019 spend increased exponentially to $329.5k from $42.7k in 2018.
Schnuck operates 113 stores in MO, IL, IN, WI and IA, so readers able to offer localized ad space in and around the Midwest will have the upper hand. Its severely increased digital ad spend leads us to believe its target demographic consists of Gen-Z and millennials; note its site destinations (nhl.com) signal a male skew. Of course, the company's goal of offering locally sourced products and goods will appeal to Gen-Z and millennials. Under its new CMO, we expect Schnuck to begin utilizing additional digital channels such as paid social, podcast and/or OTT. According to Kantar data, the grocery also uses OOH, print (newspapers) and local broadcast. It also used to utilize radio but (at least as of Q1 2020) has not yet done so this year.
Agency & martech readers - Reach out soon to remain top-of-mind when Schnuck's new CMO officially begins on August 3. To the best of our knowledge, your competition will include Moosylvania, which handles media buying and planning; because both Schnuck and Moosylvania are located in MO, readers in this state will have an advantage.