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Millennial Parents Opps: Jimmy Dean increases ad spend to reach consumers amid global pandemic (Score 61)
After Noelle O'Mara started leading some of Jimmy Dean (JD), especially via digital display, to reach more parents stuck at home due to the coronavirus.
According to iSpot's estimates, a YTD national TV spend of $37m targeted millennials and Gen-X with a slight male skew, with top target shows including Two and a Half Men, Law & Order: Special Victims Unit, Chicago P.D., The Kings of Queens and Days of our Lives. This marks a % increase from the $35.3m spent in the same 2019 timeframe. JD's full 2019 spend grew by 3% to $54m from $52.3m in 2018.
The brand temporarily stopped investing in digital display in mid-March, but it returned to this channel in July and has not yet stopped investing in it. Out of the $4.1m Adbeat approximates JD allocated toward this channel from August 2018-2020, 73% ($3m) was allocated from August 2019-2020. Most of the past year's spend went toward YouTube videos ($2.9m).
The brand tends to target parents of all ages with a female skew, and luckily most of its sausage products are available at grocers that offer delivery and/or pickup services, making them still widely available despite the global pandemic. Kantar data reports JD also utilizes print (magazines) and local broadcast; it holds buying conversations in Q2 and planning conversations in Q3. The brand utilizes innovation and natural food to appeal to millennial consumers; to do so, it may also invest in digital channels such as paid social and/or OTT.
Agency & martech readers - We have not heard of any roster shifts since parent company Tyson promoted CMO Noelle O'Mara Ogilvy handles JD's work.