Digital Opps: McCain Foods taps marketing VP amid spend increases (Score 53)

McCain Foods (MF) brought Tracy Hostetler in last month to serve as marketing VP. Hostetler comes from Perdue Farms, where she served in the same position. Keep an eye on this company because this hire may lead to marketing strategy adjustments and possibly agency appointments. 

According to Pathmatics, MF earned 48.7m impressions through Facebook ads (41%), Instagram ads (24%), mobile display ads (23%), desktop display ads (9%) and desktop video ads (3%). It placed the majority (69%) of these ads site direct onto sites such as facebook.com, instagram.com, finance.yahoo.com, yahoo.com and contactmusic.com. It placed the remainder (31%) indirectly through Google AdX+AdSense and BuzzFeed Sponsored onto sites such as buzzfeed.com, cheatsheet.com, suggest.com, univision.com and ratemyjob.com. It has spent around $225.8k on digital display ads YTD, a significant spike from $59.8k spent during the same time period of 2020 (278% increase, actually). Full-year spend equaled $514.4k in 2020, a 52% increase from $339.2k in 2019. 

Magellan reports MF placed about 75 podcast ads over the last year. 

Sellers-- MF most likely targets millennial parents with a female skew, considering women are the primary shopper for many families. The company relies on digital ads and it has been increasing spend spend for last two years. I predict it will continue adding dollars to the marketing budget, especially with the recent marketing VP hire. Sellers should contact MF and offer digital ad space. 

Agency & martech readers-- Our researchers are working on confirming any possible agency relationships this company may have. You may be able to pick up some of MF's business, so start reaching out to be top-of-mind.