CBX | Agency Profile, Contacts, AOR, Client Relationships
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|Gregg L.||Managing Partner||NY|
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|Rick B.||Founding Partner & Chief Creative Officer||NY|
|Cynthia D.||Vice President, Client Services||NY|
Momvertising eCommerce Opps: Hain Celestial increases ad spend, focuses on online sales under new CMO (Score 64)
In April 2020, Hain Celestial (HC) welcomed Melinda Goldstein, former sales and marketing VP at Peanut Butter & Co, as its CMO; we expect to see strategic shifts under her leadership. HC's last CMO, Ellen Deutsch, departed in 2019 for a COO role at Stem Holdings.
For now, the company increased its marketing investments in Q1 2020 by 120 basis points YOY, according to its recent earnings call. Other advertisers have been cutting their ad spend, but HC has done the opposite with new ads on some brands and debuted new coupons to encourage repeat purchases. The company has started utilizing shopper card data and digital social mobile marketing to reach people most likely to purchase its food and beverage products amid the global pandemic. Many of its products are available at grocers and retailers currently offering pickup and/or delivery services, which also helps. As consumers started isolating, HC experienced a "significant increase in eCommerce," and its execs expect this channel to continue growing.
HC is also focused on geo-targeted and paid social ads. According to Kantar, the company also started utilizing radio last year. It tends to target better-for-you (BFY) millennial and Gen-X parents, especially moms, and its spend often rises during Q4 and ahead of product launches. Click here to view Adbeat's estimations of digital display ad spend for HC's top brands.
Agency & martech readers - Reach out for potential work under HC's new CMO; for now, you may have the easiest chance securing project-based partnerships. We believe the company's creative and digital are split between Stella Rising. HC had expired from the VAI earlier this year due to our own time constraints, but its CMO hire places it back on the list.