Digital B2B Opps: J&J Snack Foods taps CMO (Score 50)

J & J Snack Foods (JJ) named Lynwood Mallard CMO, effective March 2021. Mallard comes from The Coca-Cola Company, where he most recently served as VP of category strategy and innovation. The company also promoted president Dan Fachner to CEO, effective May 2021. These changes will likely affect the marketing strategy and could lead to agency reviews. 

According to Pathmatics, J&J earned 20.8m impressions through desktop display ads (78%) and mobile display ads (22%). It placed the majority (54%) of these ads site direct onto sites such as looper.com, yourdailydish.com, dmv.org, tickld.com and minq.com. It placed the remainder (46%) through a variety of indirect channels onto sites such as meaww.com, neogaf.com, sixflags.com, minq.com and sribol.com. It spent around $93.2k on digital display ads YTD, a 23% decrease from $114.8k spent in this channel during the same time period of 2020. Full-year spend jumped from $149.7k in 2019 to $301.8k in 2020. 

Sellers-- I believe JJ targets millennials considering it mainly invests in digital display ads. The company started decreasing spend around the outbreak of the Covid-19 pandemic, so I predict it will start ramping spend up soon, especially with the recent CMO hire. It also invests in print ads, per Kantar. Sellers should start reaching out offering relevant ad space. 

Agency & martech readers-- I believe the only agency JJ works with is PR shop Vault Communications. Start reaching out to the new CMO to see if you can pick up any of this company's business.